Name: Sunil Shetty

Batch: JAN 2017

Mode: Mixed
Subject: EBC

1. How can we apply Jack Gibb’s supportive communication techniques

when we interact with people ?
Jack Gibb’s supportive communication strategies in the communication process has embedded a very
vital role, because communication is the key solution to all problems. Firstly, supportive communication
is problem oriented and not person oriented, so it focuses on problems and its solutions rather than on
personal traits. Interpersonal communication and the best relationships are based on congruence, that
is matching the communication verbally and non verbally to what an individual is thinking or feeling. For
eg, there can be a mismatch between what one feels and what one communicates. An individual may be
aware of a feeling of anger but deny having that feeling. Supportive communication likely matches the
content of one’s words to mannerisms and tone of voice, which is crucial for positive communication, in
today’s time. Whenever there is defensive communication, there should be probable responses, so that
problems can be controlled. Evaluative communication makes a judgment on individuals or their
behavior, like “You are doing it wrong”, “You are incompetent”. Instead of weakening interpersonal
relationship, one should encourage solutions, focus on the behavior and reaction and describe the event
or circumstance. This avoids arguments, bad feelings and problems. It reduces the tendency to evaluate
and perpetuate a defensive interaction.

While we communicate, it should not invalidate or arouse negative feelings about self worth, identity or
importance of individuals. When we deliver superiority oriented communication it gives the impression
that the communicator is informed while the others are ignorant. Indifference should not be
communicated. A person may do this by making no verbal response to the other’s statements, by
avoiding eye contact or any facial expression, or by using impersonal words like “one should not”
instead of “you should not”. Validating communication helps people feel recognized, understood,
accepted and valued. It identifies areas of agreement, acknowledges important points of the other
person before trivial ones and provides complements before criticism.

When we listen and respond effectively to someone else, a supportive message is sent across on
message delivery. Open responses always allow the communicator to control the topic of conversation.
So, in general, when we use supportive communication in everyday life, for eg in our workplace,
employees feel they have the freedom to be creative and take on new challenges. They take
responsibility of their roles which is critical for business continuity. In conclusion, I would generalize,
that in times of crisis, supportive communication, implying empathy, concern, respect and confidence in
the abilities of the affected person, is very important. Supportive communication acts pivotal for
building long term relationships and opens doors to opportunities when we communicate effectively
and distinctly with proper coordination of tone and voice. It helps in long term emotional adaptation
and helps in coping with the goal. Therefore, Jack Gibb’s supportive communication strategies are
important and lay light on the positive prospects of communication in today’s world. Consistently, if
empathy, genuineness, respect , confidentiality and ethical conduct is portrayed in our daily interaction
with people, it ensembles positive regard, empowering a non judgmental stance. Giving subtle response
signals, asking questions sparingly and addressing the content of what you hear help build constructive
and supportive communication.

2. Read the following complaint filed by an irate customer about the quality of biscuits
purchased from a company, and the response sent by the company.

Complaint by customer:
I bought two packets of Delicious Biscuits recently; unfortunately, the biscuits are
all in pieces or crumble quite easily when handled. This has been occurring for
about the past four months. The retailer is quite prominent [ Appu Stores in
Ahmedabad ], and I doubt that they are at fault. I am quite disappointed in the
decline of Delicious Biscuits.
Regards,
A loyal customer
………………………………………………………………………………………………
………………………
Reply to the complaint:
Dear Dr. Maheshwari,
Thank you very much for your valuable feedback. Customers like you are an integral
part of our business and your satisfaction is very important to us.
We are very sorry for the inconvenience caused to you in this instance. We shall
contact you shortly to understand the nature of your complaint first - hand and take
remedial action.
We shall also be glad to have your suggestions on what kind of products you would
like Delicious Biscuits to make in the future.
Best regards,
Customer Service division
Delicious Biscuits
………………………………………………………………………………………………
………………………………

Comment on the following :

a) The opening and closing of the response sent by the company.

b) The tone of the response.
 c) The company’s strategy in handling this complaint.
d) The audience analysis of the response.
2 (a). The opening of the email is polite and very much appropriate and in accordance with the
complaint by the customer. It clearly stresses on the fact that the company is focused on
customer satisfaction and that they are primary for the business. It makes the customer feel
that they are happy that their customers are providing feedback so that the company can
provide better outcome and generate quality products in future.

In the same way, the closing is also right and throws light on the fact that the company wants to
improve its production quality and is eager to take suggestions from its loyal customers.
Through their patient response, it gives a positive feedback to the customer and encourages
customer interaction with the company. In this way the company can win a loyal customer’s
trust and provide satisfaction. It builds a bond between the customer and the company and
enlightens better growth prospective for itself and provides more satisfaction to its customer.

(b). The tone of the response is very polite, convincing and definitely customer satisfactory. The
issue is handled in a light, healthy and convenient manner, focusing primarily on the issue to be
resolved, along with building trust and confidence in the customer. It leaves a positive impact on
the customer, maintaining a good will for the company.

(c). The company clearly throws light on the fact that they are customer friendly and service
and quality matter most to them. It has a personal touch, though the email is absolutely
professional in its kind. The company empathizes with the customer and values him for the
feedback provided. It’s prime strategy is to build a bond between customer and company for
better growth, better service and quality products. It focuses on its customer’s needs, rather
than hiding its defect. Acceptance and apology are crucial for building customer and company
bond. This encourages customers to bring fame and good name for the company as they spread
positive remarks.

(d). The overall impact of the response is positive and the reply is very much customer oriented.
It shows that the company is responsible as it acts instantly on the complaint, by sending a
response stating that they will look into the matter shortly. Informing a customer about what is
going behind his complain is very important as it build trust and uplifts the customer’s will. They
also encourage the customer to provide feedback which is so crucial for a company to generate
quality output. A polite response always soothes an irate customer and creates scope that the
company will work for the betterment of services in future.

3. Handling Bad news on e-mail :

Akash is a part of the Operations team at NeedHelp, an IT company focused on

healthcare. His team is dedicated to book appointments and handling customer
support for patients. He is one of the best employees in the department. He is
confident, outgoing and fluent in English. He has been awarded the ‘employee of
the month’ thrice in his work experience of eight months. Despite his admirable
performance, Akash has conflict with almost all members in the team. He is not a
team player.

The appointment booking team [ABT] and customer support team [CST] are the two
teams forming the backbone of the operations department at NeedHelp. Consisting
of 57 employees, the members of the operation team would handle close to 1500
calls seeking appointments with Doctors in a day. When the appointments are
booked, the recorded voice calls are monitored by the Quality Surveillance [QS]
team. The QS scans the calls to check if they meet the required standards in terms
of call duration limit, call script and other protocol. Though it is not possible to stick
to the call script 100%, it is advised to not go below a certain level.

Well, Akash does neither worked along with the team nor does he believe in sticking
even slightly to the call script or taking positive feedback from the QS team. George,
the QS
head,

has
been
after
Akash to adhere to the call script and receive feedback. Akash is too sure of himself
to bother about QS reports. After warning Akash, at least four times, George Writes
to him:

Akash gets furious upon reading the mail and thinks that complying by it would just
mean giving in. It piques his pride. He replies the email with anger and later directly
goes to the VP, Operations. Gradually Akash’s ratings fall drastically. The
management starts giving more emphasis to his conduct, side tracking his
performance. He is viewed as an example of how not to be. His mail to George reads
the following way:
Questions:

1. What are the key e-mail etiquettes that one must adhere to in the work
place ?
2. How should Akash be counselled by the Head of Operations ?

1 The following Business Email Etiquette Basis must be followed before we send professional emails.

1. Professional Behaviour on the Job- One must know how to use the company’s email address,
subject matter and employer’s technology, while writing an email. Professionalism reflects
clearly through what is sent across in the message.
2. Subject Field- The subject of the email is important and at many times determine if the email
needs to be opened. It should be short and precise and clearly indicate the topic of the email.
3. Level of Formality and Addressing- One should clearly communicate in a manner that is
professional, type full words and sentences, proper font and abbreviations.Humor should also
be avoided in professional emails.Business branding is very important. The highest level of
courtesy and relaxed tone should be emphasized.
4. Professional Salutations- When writing business correspondence one should always use formal
salutations.
5. Avoid Reply All- Recipients must be chosen carefully before sending an email and the message
should be in interest to all the recipients.
6. Sign Off- It focuses your corporate identity, therefore, signature should be firm, crisp and
standardized to build a professional image.

2. The Head of Operations should counsel Akash in a precise way by firstly understanding the
cause behind his behavior and attitude problem.
1. His problem should be the primary prospective.
2. He should be motivated for his outstanding work and there should be creative alternatives
to cling his anger and dissatisfaction.
3. The Head should be assertive and first listen to Akash’s point of view before responding.He
should let Akash know that he is annoyed and disappointed with his behavior.
4. Give and request frequent feedback.
5. Deal discreetly. One – on – One sessions in private to discuss Akash’s attitude can be fruitful.
 6. Document all communication to prevent lies or faulty behavior later.
7. The Head should be gracious and straightforward and also should be prepared to fail at
times.

However, sometimes some people with attitude problems, can’t be saved, no matter how much
counseling you provide.