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Retail Management
Perspectives and communicate. However, the degree of effectiveness depends upon how a person uses
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Communication the technological tools. It requires to create messages as well as to select appropriate
technology for communication. The technological tools are useful in selection of the
information, coding the information, organizing and developing a message and 1
transmitting the same to the receiver. It is also helpful in collecting feedback from
receivers. The technology is facilitating us to transmit and exchange information by e- l
mail, fax and voice mail for the conduct of meeting internally as well as with
customers. It is also used now for conducting tele-conferencing and video
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-E conferencing. Use of presentation software is common to make business !
presentations. The evolution of World Wide Web (www) erased the boundaries of the
world and made the world accessible to all the people sitting before the computer with
internet connection. Internet is now widely used for collecting information, serving
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customers and promoting the products and services. Retail organizations need to
establish innovative and dynamic relationships with cusumers and therefore, use of ,
technology-enabled business communication assumes significance. Not only for the
external connectivity, technological tools enhance the efficiency of internal
communication but also communication with the people connected to back-end
operations such as operations with suppliers, logistics, storage and other services
connected to the organization. In this unit you will learn about the technology based
communication tools, audio and video conferencing, web conferencing and electronic
mail. You will further learn about positive and negative impact of technology enabled
communication and the criteria for selection of communication technology.

13.2 TECHNOLOGY BASED COMMUNICATION

TOOLS
There are several technological tools used in business communication. The
advancements in technology contributing for the development of new tools and
improvement of existing tools in recent years. The following are some of existing tools
in recent years. The following are some of the most used technological tools in
business communication.
13.2.1 Telephone and Voice Mail
Telephone is the widely used technology for internal as well as external
communication. Many types of telephones are available due to the technology
advancements over the years, providing many utility options. Wireless telephone is also
available. It facilitates mobility within the demand area, so that one can avoid missing
calls. The advancement facilitates to get a model that can receive over email, store
contacts, maintain calendar and tells how one can play interactive games. We have to
choose an instrument whether it is standard fixed line or wireless phone depending
upon our communication needs.
Voice mail is a hi-tech version of the answering machine. It allows us to leave a
message at any point of time and the receiver can take the message in our own voice
just as we are communicating orally with that person. There will not be any omissions
or distraction in the message through voice mail. This facility expanded the scope of
application of telephonein communication.
13.2.2 Mobile/Cellular Phones
Mobile phones revolutionalised person-to-person communication throughout the world.
It has expanded the communication accessibility through mobile service. It is very
easy to contact people; the only condition is that the other person should also have
phone connectivity. If the persons have mobiles, this contact is much more easier. The
162 increase in the mobile phone users year by year is making this tool very powerful. The

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retailers can communicate directly to the customers about various sales promotion Technology Enebkd
Business Communic~tion
programmes. Customers also can enquire their information needs with the retailers
effectively by mobile phones.
Another important facility is that the mobile phone offers 'Short Message Service'
(SMS). The SMS is used very widely and effectively to advertise business to the
consumers. SMS is a written message and unlike oral communication, the customer
can store and retrieve whenever helshe feels the information is useful. The cost of
SMS is very less compared to direct call through either telephone or mobile.
13.2.3 Faxes
Fax machine is available for many years and is used to send printed pages to the
destinations connected. This machine scans the page and converts it into a signal and
then transmits the signal over a telephone line to receiving fax machine. This machine
helps to send the written record immediately to the destination crossing time zones and
international boundaries. Over the years Fax machine technology increased
significantly and now many models with varied options are available. The fax machine
are useful to the retailers to send information to the business cuytomers, to receive
business orders, to place orders to suppliers and to communicate with various parties
with clarity and authenticity.

13.2.4 Computers
Computer is an electronic device capable of solving problems by accepting data,
performing described operations on the data and supplying the results of the
operations. It has components like input unit, memory storage, arithmetic unit, output
unit, etc. Application of computers to the business communication process is a major
break-through in the development of communication process. World wide, computers
are widely used by all the organizations irrespective of h e size and volume of
operations. Computer tools for constructing written message can be associated with
every stage of the written communication process. They are useful in planning and
collecting information, analyzing and organizing information, writing and rewriting
processes. Computers are used in almost all the processes of retail organizations
including back-end operations, merchandise management, billing and other ppesses.
There are basically three models of computers. They are Desktop, LaptopNote book
and Personal digital assistance. Desktop is the most common type of computer, which
has to be setup to operate in the office. The laptop computer is a portable one.
Personal Digital Assistance (PDA) are hand held computers. These can be a palm
pilot operating system or pocket PC operating system.
The working of the computer, irrespective of the model, depends upon the software
that is used in the operating system. Software packages are fast changing and
expanding the utility scope of computer for the business.

13.2.5 Internet
Internet has provided accessibility with the target audience to all business
organizations and more particularly to the retail organizations. Internet can be used at
the basic level, for research and e-mail. It is now used more comprehensively as a
channel for selling products and services. The sellers could reach the customers
directly through internet. Web shopping and interactive comknication are now the
facilities being exploited by millions of consumers. Internet communication is
considered to be the cheapest among all communication means. Efforts are giving on
to make it more effective than other communication. How to use iriternet in the
business communication is up to the business organization. The retail organization may
develop the web site of its own to communicate to the target market what all it

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 Retail Management wanted to. It may use internet as a sales channel or it may use it to advertise the
Perspectives and
.Communication service package or to contact customers through e-mail or to build, maintain and
enhance customer relationships. The utilities are many more. The retail organizations
shall decide the usage of internet to the organization while taking in to consideration,
the scope of business, the internet accessibility to the market and the business

13.3 ACTDIO AND VIDEO CONFERENCING

When you want to discuss an urgent and important matter with your team members
who are involved in work at various locations within the city, or outside or within the
same structure at different floors, we need not assemble them in a conference room
discuss the matter. Audio and Video conference provides you the remedy. Audio
conference helps to bring together the team members or clients or colleagues or any
group of people without person to person physical contact. It also uses audio
streaming to reach hundreds of individuals across a wide area simultaneously. Audio
conferencing can be done by using conventional telephonic equipment. It not only
saves time and communication but also provide some opportunity to review the
progress of the work from time to time and to integrate the work process. All
telephone conferencing networks have an inbuilt time-lapse framework, which is also
called as store-and-forward. If conference members are not available when call is
made, this facility provides for recording of the message for replying as like a
telephone answering machine. The meinbers who are absent when the cdl i s made
can open the message when they are on job and respond as per convenience. This
facility provides freedom to receivers by allowing them to decide when to
communicate. Audio conferencing is very useful for the big retail houses having a very
wide network through out the country. They can use this technology to communicate
promotion programmes, to review the progress of sales in various categories, to take
suggestions to solve unexpected problems, to manage inventory and so on, without
causing serious disturbance in work and without losing time for taking decisions and
making adjustments to improve~serviceefficiency.
Video conferencing provides for face to face communication which is considered to
be most effective communication media. It not only provides you to interact with
people located at various destinations, but also provides for reading the nonverbal
clues in response from the contact parties. The scope of operations of video-
conferencing is similar to that of audio-conferencing but the benefits are little more in
video conferencing. The advancements in computer technology enabled the integration
of audio as well as video data in to the computing environment. We can have video
conference now by adding software in a standard desktop computer. Video
conferencing systems can be broadly classified into three groups i.e., Room based
systems; Role about systems; and Desktop based systems.
Room based systems are also called as studio systems. They are designed for the use '
of a small group or a large group. It requires the presence of the people at the
designated places and at the,,specifiedtime to conduct the conference. The source
persona or groop will interact from a room connected with camera and audio system
and computer with required software and provides for transmission of inward and
outward message.
Role about systems are designed for the use of a small group. The systems are
portable and all the members of the group should~carrythe systems for interaction.
Desktop based systems are used to contact individuals or a small group. The
members are required to sit before the desktop system. The basic hardware
components required for desktop video conferencing include:

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 Camera usually attached to the top of the monitor. Technology Enabled
Business Commllnication

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Mifrophone
@ $peakers even where speakers are built into a workstation, external ones will
provide better quality audio. Alternatively, headphones may be useful, particularly
in a shared office.
+ Video board to capture the signal from the camera and convert it to digital form.
Newark card usually an Ethernet card for connection to the LAN or as ISDN

It is also called as computer conference. It refers to such system that allowed a large

interactive communication that takes place between people with networked computers
in ,which data is shared. The interactive persons can share the data in the form of
Audio, Text, e-mail, =deo conferencing, etc. The advantage of this type of
conference is that the message appears as they are being type to the parties concern
without any change or distortion. Web conferencing can be done in several forms. The
groups may be formed on the basis of project, function, event or any special need
based. Computer conferencing facilitates interactions and discussions between
persons and groups located at different geographic areas by means of text, graphics
and audio messages. This technology helps the retailing organizations in many ways.
The prospects can watch the live demo of the products of various categories and ask
questions directly to the sellers. This convenience enables the sales team to
immediately address the concerns of the consumers and make a sale quickly without
loosing time. Web conference not only saves time but also is less expensive compared
to the cost of travelling for face to face meetings. It is a real time communication in

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such a way that it provides users to meet and collaborate with viewing and sharing
document electronically.
Check Your Progress 1
b

1. Explain your experience in using internet for communication.

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2. Observe Web-conferencing and Report.

In the changing competitive scenario, the need for high speed communication and
1 information transfer cannot be overemphasized. Electronic mail commonly known as
t
e-mail, has evolved as an effective, low cost and auick method of communication to

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 The common symbols of emotions used in e-mails are: Technology Enabled
Business Communication

I indifference

:-0 shocked or surprised

Business organizations are rapidly embracing communication by q-mail. Research
studies are indicating that E-mails have replaced telephone as the most frequently
used business communication tool. e-mails are used to contact consumers as well as
business customers. Retailing organization may use e-mails to communicate to the
customers the information relating to new products, new price offers, special events,
thanks and also to suggest ways to enhance their shopping as well as buying
experience when they visit the retailing outlet. It can be used to take orders, to get
feedback and to seek suggestions for improving consumer service. E-mails are used
mostly to interact with business customers, as the customers are used to follow e-

13.5.1 How Can You Give E-mail Message Effectively

Development of an effective e-mail message is not a childs play. It is necessary to be
;cry clear with the purpose of communication. The knowledge about the receiver is
very important in developing an e-mail message. The following are the important areas
to be taken care of in developing an e-mail message.
1. Accuracy: The message should consist of accurate information, data and
commitment. Care should be taken to avoid exaggerated or false information in
the e-mail message. It is better to communicate the exact time required for
delivery like before 6 PM tomorrow, before 20thSeptember, 2007 etc., rather
than writing 'the shortest possible time' or 'in a few days' or 'shortly,' etc.
2. Brevity: Business communication should not be unnecessarily lengthy. The time
of the receiver is precious and should be respected by the sender. The important
points should be briefly presented to make the message more effective.
3. Genuinify: The receiver along with the composition of the message reads the
motive behind the message. You should see that the message convey your
genuine interest and focus on building inter personal trust. In order words, the
message should reflect the honesty and integrity of the sender.
4. Correctness: The language used in the e-mail message should be correct in
terms of spelling, grammar and punctuations. The mistakes may create
misunderstandings.
5. Clarity: Clarity of thought is a prerequisite for wiring e-mail message. If you are
clear with what is to be communicated, you can identify appropriate codes and
check whether the message conveys really what you wanted to convey.
6. Empathy: The message should focus on the interests and benefits of the
receiver rather than the sender. The receivers' point of view should be the basis

I for the development of the message.

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 RBtdll Management 7. Completeness: The message should be complete. It should cover all points of
Perspectives antl
CMnmunicatioh sender wants to communicate to the receiver. The five stages of the writing
I process such as exploring and planning, organizing, writing, rewriting and proof
1 reading shall be followed to ensure the completeness of the message.
8. Organization: The message should organize sequentially to provide clear
understanding to the receiver. Mixing of two different issues or unrelated issues
create confusion to the other party.
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9. Timing: The message should reach the receivers at the time that is Befieficial to
them. Time is valuable in business. Minor laps may create maiof loss. Therefore,
development of the message to time and transmitting timely are of vital w
10. Presentation: Presentation of the message is also an important one because the
effectiveness of the message mostly depends upon the way in which the
message is presented. Use of symbols, pictures graphics, etc. at appropriate
places in a meaningful way improves the effectiveness of the message.

13.5.2 Precautions in Using E-mail

To be effective in using the e-mail as a communication channel, it is necessary to take
the following precautions.
1. Check the e-mail id of the receiver and make sure it is correct
2. Use the language of the receiver
3. Remember your e-mail is likely to be passed to be other persons also
4. Check your signature block to make sure your details are given completely
5. Make sure links within your e-mail display or clickable and the receiver can go to
the exact desired page.
6. While sending attachments make sure the receiver has the software to download
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7. Double check before clicking the send button
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13.6 POSITIVE AND NEGATIVE IMPACT OF
TECHNOLOGY ENABLED COMMUNICATION
Technology has positive as well as negative impacts where ever it is used. It is like a
double edged knife. The impact depends upon the user's ability in applying technology

I to the business purpose. Technology enabled communication has many positive effects
if vroverly used and exvloited. However, the negative impact can not be ruled out
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when adequate care and caution is not taken in using the technology. Let us discuss
the positive and negative impact of technology.

13.6.1 Positive Impacts of Technology Enabled Communication ,

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The developments in technology in communication facilitate greater accessible of
interacting with people effectively.
The barriers of physical distance in communication have been removed.
It provides information support to the qualitative decision making.
Personal contact can be replaced by face to face communication.

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 One can reach the world without moving out for his place. T e e h n o l o ~Enabled
Business ~ m m w i c s t i o n
Communicating simultaneously with group members located at different places is

Distractions and filteration in communication can be reduced or eliminated.

It facilitates speedy communication and also time value to the information

It provides more information access to the employees of the organization and

helps in knowledge enrichment.

It provides for collecting the data, storing, classifying and an;llyzing and facilitates
for fast and right response.
0 Information source can be expanded to have a right choice c f information to
communicate.
Information coding and organization can be made effective.
A powerful message can be developed.

13.6.2 Negative Impacts of Technological Enabled Communic~tion

Though there are many advantages in technology enabled communication, there can
be some negative impacts if it is not used properly. The following are some of the
negative impacts.
Information overload: '2nformation is support to the decision making. Where the
information is overloaded, the people will drown in to the information and as a
result the decision making is likely to be delayed and become ineffective or less

Too much information may lead to physical, social as well as psychological

Technology reduces person to person physical interactions and therefore

disturbing the social climate.
'0 People are getting isolated and missing the pleasure of social gathering.
The people are 24 hrs. connected to the job every day because of the possibility
of world wide connectivity. As a result, the dividing line between work life and
personal life is missing.
Too much connectivity is taking lot of working time away from the individual. For

from the work life.

Considering the benefits of technology enabled communication, the negative effects
are not really significant. However, by taking care the negative impacts can be
reduced significantly or can be eliminated. E-mail filters can be used to screen 0
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information that is unnecessary and can prevent for the flow of dab* apefg6n. By
limiting the use of technology enabled c o m m u n i c d ~ a save n the moments of
*_personall i f e d i a l Jife. -'

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