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The roles of technology in business communications include the fact that it can help the business maximize profits by utilizing technology as a channel for reaching a wider audience. Technology can also help businesses save money by giving them options that help reduce the money they have to spend on items like mail and related materials. A further role of technology in business communication also includes the fact that it allows the company to use items like automated communications systems and gives them the chance to outsource some of their communication-oriented labor requirements, saving money in the process.
One of the roles of technology in business communication is the fact that it gives the business a platform for reaching a more diverse audience, with more minimal effort than would have been possible with the usual channels of business communication. For instance, the use of email allows a company to reach customers in different corners of the globe instantaneously. In this way, they can disseminate any type of information they want with just the click of a mouse. This is opposed to the type of effort it would require to send out letters to such customers or to try to call them. For multinational companies, this is even more pertinent due to the fact that it simplifies the process of reaching out to international customers without even having to resort to routing the information through the subsidiaries.
An importance of technology in business communication is the fact that it allows the businesses to promote their products and services, even while on a limited budget. This can be achieved through the advertising of different products on the company’s Web site, taking out ad spaces on the Internet, and through other forms of technologically-driven communication methods. The company can also save money through the process of using technology to monitor marketing, promotions and other types of activities, through features like online surveys regarding a specific product or the general services rendered by such a company.
Concerning customer services, the use of technology in business communication makes it possible for the company to use automated systems in its frontline communications with customers and clients. In this sense, the automated systems are prerecorded with answers to the usual types of information the customers often require the most. Such customers will only be routed to real customer service representatives when the information they require cannot be answered in this manner.
@Fa5t3r - It's not all about cutting corners. I mean, the advent of cheap video phone technology has been a real boon for companies that have overseas offices. They still send their employees overseas sometimes, but being able to conference call when that isn't possible (a person can only be in so many places at once) is a real benefit.
It's also more efficient in other ways.
For example, I've noticed that the companies that claim to only use local call centers often have a much longer waiting time than the ones who don't (because they can afford to hire more people).
I think it's important to bear in mind that the customers are still people when you are planning out your use of technology. And people are influenced by things like brand loyalty and human connection. I'm far more likely to recommend a power company that doesn't outsource its call center, just because they are far more likely to be helpful (not because people from other countries are less capable, but because they don't know my needs or area as well as a local person would). I'm also far less likely to get frustrated with a real person than I am with a computer, because the real person can apologize sincerely when they get my details wrong.
I guess it comes down to whether it's worth it to the company to get people coming back to them, or whether they'd make more money by cutting corners.
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