Case Study: Barriers To Effective Communication

Leigh Randell as supervisor of in-flight services at the Atlanta base of Omega Airlines, a
successful regional air carrier with routes throughout the South and Southwest. In addition to
Atlanta, it has bases in six major cities.
Randells job involves supervision of all in-flight services and personnel at the Atlanta base.
She has been with the airline for seven years and in her present job for two years. While
preferring flying to a permanent ground position, she decided to try the management position.
In her job, she reports directly to Kent Davis, vice president of in-flight services.
During the past year, Randell has observed what she believes is a great deal of duplication of
effort between flight attendants and passenger service personnel in the terminal with respect
to paperwork procedures for boarding passengers. This, she believes, has resulted in
unnecessary delays in departures of many flights-especially through flights (those that dont
originate or terminate in Atlanta), since most Omega through flights stop in Atlanta, Randell
believes that such delayed departures are probably not a major problem at Omegas other
bases or at smaller airports. Thus, she has decided to try to coordinate the efforts of flight
attendances and passenger service personnel with a simpler, more efficient boarding
procedure, thereby reducing ground time and increasing passenger satisfaction through closer
adherence to departure times.
In this respect, she has, on three occasions during the past two months, written memo to Tom
Ballard, Omegas passenger services representative at the Atlanta base. Each time, Randell
has requested information regarding specific procedures, time, and costs for boarding
passengers on through flights. She has received no reply from Tom Ballard. His job involves
supervision of all passenger service personnel. He has been with Omega for five years, having
joined its management training program immediately after

graduating from college. He

reports directly to Alan Brock, vice president of passenger services at the Atlanta base. Exhibit
1 presents the organization structure for the Atlanta base.
Exhibit 1. Omega, Atlanta: Organization Chart

Last week, Leigh wrote a memo to Kent Davis:

For several months, I have been trying to develop a new method for facilitating the boarding
of passengers on through flights by more closely coordinating efforts of In-Flight Services and
Passenger Services. the results would be a reduction in clerical work, cost and ground time
and closer adherence to departure times for through flights: Unfortunately, I have received
no cooperation at all in my efforts from the passenger service representative. I have made
three written requests for information, each of which has been ignored. Needless to say, this
has been frustrating to me. While I realize that my beliefs may not always be correct, in this
instance I am only trying to initiate something that will be beneficial for everyone involved:
Passenger Services, In-Flight Services, and, most important, Omega Airlines. I would like to
meet with you to discuss this matter and the possibility of my transferring back to flight duty.
Kent Davis summoned Alan Brock and Tom Ballard to a hastily called conference. Tom Ballard
was mildly asked why he had not furnished the information that Randell has requested.
Too busy, he said. Her questions were out of sight. There was no time for me to answer this
sort of request. Ive got a job to do. Besides, I dont report to her.
But Tom, you dont understand, Kent Davis said. All Leigh Randell is trying to do is improve
the president system of boarding passengers on through flights. She has taken the initiatives
to work on something that might benefit everyone.
Tom Ballard thought for a moment. No, he replied, it didnt look like that to me. You know
Ive also had ideas on how to improve the system for quite some time. Anyway, shes going
about it all wrong.

Analyze and discuss the following questions:

1.

What barriers to effective communication do you detect in this case?

2.

3.

Is anyone wrong in this situation? By what other means could Randell

have requested the information from Tom Ballard?
What do you think of Tom Ballards reaction? Why?

4.

While communicating information vertically up or down the

organization does not present a major problem, why is horizontal and
diagonal communication are more difficult to attain?

5.

What would you recommend that the management of Omega Airlines

do to remedy this situation?

Case Study on Communication Challenges

Ken worked in a research department for a year as a researcher and he was laid off as the entire department was closed
due to recession. He decided to meet the CEO for a possible outplacement as the organization had several other
departments to accommodate him. However the secretary of the CEO, Diana did not permit Ken to meet by saying that
CEO was busy. Ken returned without meeting the CEO. He got better employment opportunity elsewhere and joined.
Ken, being a researcher, wrote an article for an international journal while working in the research department. It was
published after 9 months and received complimentary copies from the publisher. Therefore, Ken wanted to share the
successful publication with his former CEO and went to meet him to gift the book as a complimentary copy. Below
was the conversation Ken had with the secretary of the CEO.
Ken: I would appreciate if you could arrange an appointment with CEO. I want.. (Secretary interrupted)
Secretary: Why did you come? We had already handed over your resume to Jim for outplacement. You may go now.
Ken: I did not come for employment opportunity. Dont assume that people would come here for employment only. I
have come to gift a complimentary copy where my article featured in international journal. The CEO would be glad to
share the success.
Secretary: No, No, the CEO sees everything and knows everything as every article publication is known to him.
Ken: It is not departmental journal. It is a prestigious journal globally and I want to inform him and gift the book.
Secretary: You will not get appointment. The CEO is busy said firmly.
Ken: I anticipated that CEO would be busy and I have already written the details of my name over the complimentary
copy.
Secretary: Okay, leave it and go. (She said impolitely) Ken handed over the complimentary copy to Secretary.
Ken: Fine, please hand over to CEO. I am leaving the place. However, I will send an email to CEO about my coming
physically to gift the book. (Secretary probably worried as the Ken had already mentally prepared to send the email
and keep the CEO informed. If Secretary had any intention to skip handing over the complimentary copy, CEO will
know as Ken would send mail.)

Ken handed over the complimentary copy to Secretary and departed the office. He sent an email to his ex-CEO about
his coming and he could not meet as the latter was busy with his schedules.
After 5 hours, the Secretary telephoned Ken and said firmly, CEO told to return the book to you. You come and take
the book back.
Ken replied, It is the complimentary copy meant for the CEO only. Secretary insisted to take back the book
immediately. Ken told Secretary to courier it and he was about to give his address. Secretary interrupted Kens
conversation and replied, No we dont send you through courier. You have to come and take. Ken responded politely,
Right now, I am far away from that place. When I come to that area I would take back the book.
The very next day, Ken received an email from his ex-CEO congratulating Ken for the publication and thanked for
coming all the way to gift the book. Ken felt excited that his ex-CEO was pleased with publication.

6.

Questions
1. What were the communication challenges in the case study?
2. What could have the secretary told Ken?
3. What were some of the problems with the Secretarys listening skills?
4. What were the barriers in communication here?
5. Did the Secretary empathize with Ken?
6. If you have to give the secretary feedback, what would you say and how?

Decision Making Task:

You need to take a critical decision related to managing costs and head-count within
the company. The management assigned you with the task of reviewing head-count
across the company, and evaluating the benefits scheme of the company.
You need to make a proposal to the management suggesting the 3 business focused
steps that can be taken to manage this situation.
Use the following to present your proposal:
7 Step Decision Making Approach
5 why Analysis (to find all the causes)
SWOT Analysis To find the 3 best steps

Negotiation Task:
One of your service providers has decided to not provide service as per what was
discussed during the time of signing the contract. As they are not complying, you are
receiving a lot of complaints from your customers (retailers/tenants). How would you
manage this situation keeping the Stages of Negotiation in mind? Detail out your
answer.
HR Task:
Prepare an advertisement and Job Description for the vacancy of a Security Personnel
and Customer Service Representative.
Admin Task:
Prepare a Memo for Ramadan timing information.