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space for your logo BUSINESS COMMUNICATION GROUP CASE STUDY OF HIGHLANDS COFFEE • • • • Trần Ngọc Hà Anh Nguyễn Phương Uyên Đặng Thu Trang Phạm Thùy Linh TABLE OF CONTENTS 01 03 Company Overview About Highlands Problem Miscommunication between staff members and a foreign customer 02 04 Problem “A bottle of water = 60 minutes sitting at the store” Conclusion Lessons can be learned from the case study 01 COMPANY OVERVIEW About Highlands Coffee About Highlands Coffee In 1999, the Highlands Coffee brand was born with the spirit of traditional and modern coffee Up to now, Highlands Coffee has more than 350 coffee shops across the country 02 PROBLEM 01 “A bottle of water = 60 minutes sitting at the store” Reasons to study the situation - The lack of communication between head managers and branches lead to serious consequences - How business corrects the unverified information speared on the social media is important The reasons for the situation The wrong process of business communication When this “60 minutes rule” had been made, there must have not been a kind of receipt or contract to confirm the terms of an agreement The ineffective use of means of communication A significant problem caused by the shortcoming of persuasion technique and the lack of skillful training of the staff Using an adjustment message unsuccessfully In this case, Highland Coffee fail to use an adjustment message since they did not approve their customer’s claim Consequences Numerous articles were posted on this topic and the hashtag #tẩy_chay_highlands spread like wildfire with hundreds of posts and shares The scandal gives Highlands Coffee's competitors an opportunity to surpass Solution THE STAFF TEAM THE MANAGER TEAM ● ● ● Take up training days for staff before they get started working Make plans to respond if this situation happens “Design-Thinking” Method: Empathy Define ● Prepare basic knowledge carefully before serving customers Update information for the customers they will serve on their own initiative Ideate Prototype Test 03 PROBLEM 02 Miscommunication between the staff members and a foreign customer Reason to study the situation Cultural awareness is the key to global business Provide a solid basis for the success or failure of communication Respond quickly and appreciate the values, customs and beliefs of other cultures YOUR LOGO Reasons for the situation The language barrier in a multicultural environment It is a major difficulty that the staff face when communicating with foreign customers as not all countries in the world use the same language for their business operations Low-context and high-context cultures differences Low-context (The foreign customer) High-context (The staff) Logical, analytical, and action-oriented More intuitive and contemplative Depend little on the context of the situation Depend on physical and social settings Explicit, objective and efficient Leave much unsaid Use body language, facial expression, and voice inflection instead Negative feedback The lack of language skills, as well as the conservation of Highland Coffee services to protect their brands Consequences Customer’s attitude The anger and disappointment of the foreign customer for not being understood to get the information needed. Solution Respond complaint emails Upskilling to all employees Provide the staff with courses on languages and global cultures 04 CONCLUSION Delivering great customers experience LESSONS FROM THE FIRST CASE The flows of information Communicating better between staff and customers Cross-cultural communication LESSONS FROM THE SECOND CASE Cross-cultural negotiation & conflict management tactics Develop a global mindset and cultural awareness Thank you for listening! ... the case study? ? 01 COMPANY OVERVIEW About Highlands Coffee About Highlands Coffee In 19 99, the Highlands Coffee brand was born with the spirit of traditional and modern coffee Up to now, Highlands. .. Highlands Coffee has more than 350 coffee shops across the country 02 PROBLEM 01 “A bottle of water = 60 minutes sitting at the store” Reasons to study the situation - The lack of communication. .. have not been a kind of receipt or contract to confirm the terms of an agreement The ineffective use of means of communication A significant problem caused by the shortcoming of persuasion technique
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