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Disease most Medium-sized Organizations Suffer from

by Prabbal Frank | Version 1.0
Category: Business Communication
Level: Basic

In this world of abundant choices where you would find more than 30 toothpaste brands to choose from, selling your product is no more just about the quality and standards. As more and more competition mushrooms, it becomes essential to cultivate brand loyalty. Businesses need not only develop new customers, they also need to retain the existing ones.

Researches have shown that more than 70% of customers leave because of ‘Emotional’ reasons like lack of customer service etc. Imagine which grocery shop do you go and buy your daily consumables from: A store which is good at infrastructure or a store where the team members pay attention to you and talk to you?

The flow of information today is as fast as the title of Bill Gate’s famous book: Business at the Speed of Thought. Information from yesterday becomes ancient today. Businesses have to develop constructive communication practices: practices which enable or assist the flow of communication and harmony.

Communication at work place can be a very tickling thing and it would not take a communication expert to realize that truth. Employee surveys over the years have shown us that organizations missing effective workplace communication practices suffer from poor employee morale. The repercussions of having a disengaged workforce are suicidal for any business. The costs to your business of poor employee communication include:

How effectively are you communicating with your employees? What was once considered a “soft” skill is now seen to have “hard” business impacts.

Employees will put in that extra "voluntary effort" when they feel that they are taken care of. They feel that they are cared for when they are listened to with empathy and are kept abreast with the latest information about their job and business.

To develop an engaged and highly productive workforce you must develop constructive communication culture in your business. Your communication solution must address and satisfy the following key employee needs:


The employees need to know facts about your organization and their jobs. For example: what kind of business you are in, who are the major competitors and customers, what is the unique selling point of your organisation, specific details about your product or service, whom to see when there is a problem, whom to go and talk to about new ideas which they come up with etc.


The employees need to know how they can perform their job well that is the practical skills needed to perform and excel at their functions. For example: how to operate a machine or software, filling out an invoice, designing a project plan etc.


The employees need to have a sense of belonging and self-worth. They need to feel that they are respected and trusted. For example: interacting in a cultured language, keenly listening and addressing concerns, sharing the business info, regular interactions with senior management, performance incentives etc.

Look closely at the employee communication practices happening in your business. Is it satisfying what employees need to be fully engaged and working productively? After going through the communication solutions of various medium-sized organizations, I have personally found that most of the solutions lack or pay less attention to the Esteem need of the employees. These are exactly the ones which when fulfilled make the employees go the extra mile. It is what makes a difference in their dedication, performance and drives them to excel.

Well-designed employee communication surveys can determine how well your communication systems and practices are contributing to your organization’s performance – or how much they are hindering performance. This information will then help you in devising a constructive workplace communication strategy. Whatever else you do, your workplace communication practices impact every facet of your business. Look up-close at employee communication in your organization and assign high priority to it.

About the Author

The writer is an author and an acknowledged soft skills trainer. He can be reached at for any comments.