7Cs of effective communication - BBA - 1

7Cs of effective communication:

1. Credibility – Builds trust

       This implies that the sender and the message gives importance to the receiver and it contains various factors like price, delivery date and other benefits from the receiver’s side. This approach also known as You-attitude. If the sender can establish his credibility, the receiver has no problem in accepting his statement.

2. Courtesy – Improves relationship:

         After the credibility, one should try to be courteous in expression. “Courtesy” expects the speaker/writer to be aware of the listener’s feeling. In business communication we not only pass on information but we also share and try to create a harmonious understanding for business to grow and develop. Courtesy is not only about using phrases like “please... thank you” but it is sincere and genuine expression that stems out of respect and care for others. In business communication everything starts and ends with courtesy.

Here is an example of incorrect way of speaking following by the correct style of speaking,

- “please sign here” said the counter girl quite surely (being impolite)

- “Sir/Madam, would you please sign here?” (being polite)

 For this it becomes essential that the ‘I-attitude’ be discarded in favour of the ‘you-attitude’.

3. Clarity – Makes comprehension easier:

       Clarity of ideas adds much to the meaning of the message. The first stage is clarity in the mind of the sender. The message should be simple for the receiver to understand and comprehend. The message at the letter must be clear at the first reading. People appreciate a letter that takes very little time to read and understand. It avoids misunderstanding and saves time. There should be a simple language and easy sentence construction, which can make the understanding of the message easy.

Clarity depends on four factors namely:

- Short and simple sentences

- Proper punctuation

- giving definite and concrete details

- Logical sequence of ideas

4. Correctness – Builds confidence:

         Correct use of grammar, message composition and appropriate words with adapting the right level of communication to suit the receiver’s level. Adapting the right tone for conveying the message is basic to the success of communication. When a sender is encoding the message, he should be aware with the knowledge and the level of receiver. A sender also should be aware with the educational background and the status of the decoder. For example, the general concept is that the women should be addressed for their physical appearance whereas men should be for their mental abilities. This is however, a stereotype and at the time of addressing or praising members of both sexes. In the business world all professions should be treated with respect.

Use of figures, facts, names, examples and vivid nouns add a special touch to expression.

For example,

1. “I will send the goods to the upper floor by noon” (but how)

- “The goods will be sent by the conveyer belt to the upper floor”

2. “The new manager seems pretty good in his work. Has an impressive track record” (exactly how impressive?)

- “Mr. Abhijit, the new manager, has been associated with the World Bank and Govt. Of India for the rehabilitation of earthquake affected victims.”

5. Consistency – Introduces stability

      The approach of communication should be consistent. There should not be many ups and downs that might lead to confusion in the mind of the receiver. If the sender desires that his message should be understood to the receiver, first he should send a message which can be easily comprehend by the receiver.

6. Concreteness – Reinforces confidence

     A sender should follow correctness, the same way there should be concreteness. The facts and figures should be specific. Abstractions or abstract statements can confuse the receiver. There should be factual details available for the receiver,

For example,

- “There has been a tremendous escalation in the sales figure.”

- “There has been an escalation in the sales figure by almost 50% as compared to last year.”

7. Conciseness – saves time

      Conciseness means expressing much in few words. In business writing it means keeping to the point, using few words as possible without sacrificing clarity or courtesy. It is not about being brief but it is making every word count. Time is money in business. Only relevant words and phrases are permitted in the conciseness.

The message to be communicated should be as brief and concise as possible. As far as possible, only simple and brief statement should be made. For example,

“Thank you for your hospitality in Hong Kong.”

“When will you submit your report?”

“Within the course of next week.”

“I will definitely try to submit by Wednesday”

        The power of the seven Cs cannot be undermined. All seven Cs are important collectively in effective communication. A communicator may speak or write fluently, but she or he also has to be factual, thoughtful, courteous, correct and complete in the communication that takes place. 

Reference book: - Business Communication. Sathya Swaroop Debasish & Bhagaban Das. PHI Learning Private Limited. New Delhi.

Questions for students:

1. Explain any five Cs of effective communication.

2. Explain the importance of 7Cs in the effective communication.