report group project

The focus is primarily on two significant problems that plague their communication system - the absence of unified communication and misalignment in crisis communication management.. In

SCHOOL OF ADVANCED EDUCATION PROGRAMS NATIONAL ECONOMICS UNIVERSITY

KRK

REPORT GROUP PROJECT

Subject : Business Communication

Hanoi, 2023

TABLE OF CONTENTS

ABSTRACT

L Overview of CJ CGV Vietnam

I Case 1: Ungracious behavior of Tran Thanh towards other customers

1 Description of the situation

2 Rationale

2.1 Professionalism in Communication

2.2 Inconsistent Messaging

3 Situation-based analysis

4 Consequences

5 Suggestions

THỊ = Case 2: CGV is accused of expelling customers for the film advertising

1 Description of the situation

2 Rationale

2.1 The significance of transparent business communication:

2.2 The connection between ethical communication and professionalism:

3 Situation-based analysis

4 Consequences

5 Suggestions

INV Lessons

1 Unified Communication Strategy

2 Transparency and Accountability

3 Effective Crisis Management

REFERENCES

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TABLE OF FIGURES

Figure I: Customer N.V expressed anger in a post on hÍS QCCOMHÍ ằ cà Sàn nhi 3 Figure 2: Multiple posts qddressing the pFOblÏGH à Ăn Tnhh Hình Hà 3 Figure 3: Announcement addressing the problem from CGV and Tran Thanh 4 Figure 4: Six steps for dealing with conflicts (Chapfer 2) à cành nh Ho 3 Figure 5: The review section of CGV Vincom Dong Khoi on Google continuously

Figure 6: Many frustrated people lef† comments on CŒK's official page 7 Figure 7: Outrageous posts in many Facebook gPOHS ào cà ST HH hi ng 9 Figure 8: Apologizing Effectively in the Digital Age: The Five Rs (Chapter 9) Il Figure 9: One-star votes for CGV Vincom Metropolis Lieu Giai on Google Reviews 11

1H

ABSTRACT

This comprehensive report aims to delve into the intricacies of communication issues

as they manifest in real-world scenarios, using CGV Vietnam as a case study The

focus is primarily on two significant problems that plague their communication system - the absence of unified communication and misalignment in crisis communication management

In CGV Vietnam, a leading cinema operator, communication issues have negatively impacted both internal operations and external reputation The lack of unified communication has caused confusion and inefficiencies, affecting productivity Additionally, the organization’s inability to effectively manage communication crises has resulted in potential reputation damage due to disorganized responses

Through an in-depth analysis of these issues within CGV Vietnam, this report aims to

provide valuable insights into the real-world implications of communication problems It underscores the importance of effective communication strategies in maintaining operational efficiency and safeguarding an organization’s reputation, especially in times of crisis The findings from this report could serve as a valuable reference for other organizations facing similar challenges in their communication

systems

L Overview of CJ CGV Vietnam

CGV is one of the five largest cinema chains worldwide, and CGV Vietnam is the distributor, manager, and operator of the largest CGV Cinemas cinema chain in Vietnam CGV Vietnam aims to become a leading entertainment company, contributing to the continuous development of the Vietnamese film industry and the culturally distinctive Vietnamese industry

CGV's business communication style is customer-centric, emphasizing prompt and friendly customer service They use enthusiastic and engaging promotional communication, adapt to local cultures and languages, and actively engage on social media In times of crisis or issues, social media platforms are utilized to connect with the audience and maintain an online presence Internal communication is well-organized to ensure consistency and alignment They are dedicated to enhancing their brand mage through internal and external communication While generally effective, they may face challenges and make mistakes, which they should address transparently

IL Case 1: Ungracious behavior of Tran Thanh towards other customers

1 Description of the situation

On the evening of March 2, 2023, a controversial incident unfolded at a branch of the CGV cinema chain A customer named N.V had waited in line for a long time to purchase CGV tickets, but ultimately, his attempts were unsuccessful What sparked the controversy was when a celebrity named Tran Thanh arrived after N.V CGV opened a separate lane, allowing Tran Thanh to purchase tickets and even requesting to reserve the entire cinema hall The situation escalated as Tran Thanh displayed behavior that was deemed inappropriate towards customer N.V and said, “I need some privacy.”

ip Nguyễn Vinh is with Suri Trịnh

e Đúng là NHỮNG NG HAY NÓI ĐẠO LÝ THÌ THƯỜNG

Figure 1: Customer N.V expressed anger in a post on his account

Following the incident, Tran Thanh and the CGV branch manager addressed the matter

on their social media accounts They asserted that there had been a misunderstanding, emphasizing that Tran Thanh had pre-booked the tickets and had only arrived to collect them However, the situation became more convoluted as customer N.V., Tran Thanh's manager, and several other patrons at the cinema shared their perspectives on their social media accounts, each offering differing viewpoints, further complicating the narrative

Figure 2: Multiple posts addressing the problems

Subsequently, a CGV representative issued an apology and offered two complimentary movie tickets to customer N.V Nevertheless, how CGV and Tran Thanh's representative handled the situation displayed certain unprofessional aspects Tran Thanh's representative believed they need not provide further responses, as CGV's representative had already addressed the issue Conversely, CGV's representative stated they would offer the same reactions, as the branch manager had already discussed the matter on their social media accounts This lack of unified communication led to information consistency and clarity for customers Additionally, CGV's failure to designate a single official spokesperson, instead equating an official statement with a branch manager's personal social media post, demonstrated a lack of respect for their customers

“ ông Nguyễn Hoàng Hải - Giám đốc nội

dung của CGYV - cho biết liên quan đến sự

việc của Trấn Thành tại rạp chiếu phim, chị

Nguyễn Thị Thanh Hạ - quản lý rạp CGV

Vincom Đồng Khởi đã có giải thích chính

thức trên trang nhân vào sáng 3/3”

“Trong khi đó, đại diện của Trấn Thành cho

biết phía rạp phim đã lên tiếng giải thích

Do đó, nam MC từ chối chia sẻ thêm về vụ

việc lần này”

Figure 3: Announcement addressing the problem from CGV and Tran Thanh

2 Rationale

2.1 Professionalism in Communication

We observe a substantial breakdown in the business communication process, resulting in misunderstandings and confusion among stakeholders due to the absence of a clear and structured communication strategy The CGV incident highlights the repercussions of a need for more unified communication, as multiple CGV representatives responded independently, leading to messaging inconsistencies and a chaotic narrative

2.2 Inconsistent Messaging

As evident in this case, inconsistencies in messaging often stem from a need for more clarity in communication roles Different individuals within an organization respond without well-defined roles, resulting in mixed and sometimes conflicting messages The CGV cinema incident is a compelling case study addressing critical business

communication aspects By improving communication, promoting unified communication

approaches, clarifying communication roles, and enhancing message consistency, we aim

to provide valuable insights and solutions that can benefit businesses across industries in their pursuit of practical and professional communication strategies

3 Situation-based analysis

This case is analyzed based on the Six steps for dealing with conflict theory These steps include listening to ensure you understand the problem, understanding the other’s position, showing a concern for the relationship, looking for areas of mutual agreement, inventing new problem-solving options, reaching a fair agreement, and choosing the best

option

6 STEPS for Dealing With Conflict

Figure 4: Six steps for dealing with conflicts (Chapter 2)

A careful examination of the case reveals that CGV's initial response aligned with the first three steps of the conflict resolution process They demonstrated an initial understanding of the problem and attempted to address customer N.V.'s grievances by offering two complimentary movie tickets, indicating their mitial concern However, as the situation progressed, CGV's handling of the conflict began to falter They ceased consistently addressing the issue, ignoring subsequent complaints and failing to respond adequately This lapse in their commitment to the first three steps hindered their ability to proceed effectively in the following stages of conflict resolution

CGV's communication was inconsistent and lacked a unified message to Look for areas

of mutual agreement Different representatives, including Celebrity T and the CGV branch manager, provided conflicting explanations for the incident, which led to further conflicts and customer dissatisfaction The final step of reaching a fair agreement still

needs to be achieved CGV's offer of two complimentary movie tickets to N.V was a goodwill gesture but required to represent a comprehensive solution The failure to navigate the entire six-step conflict resolution process highlighted CGV's unprofessionalism in handling conflicts, particularly in this external-facing case The unprofessionalism of CGV has led to another problem: the need for more role clarity within CGV's communication infrastructure Various organizational affiliates, mcluding the branch manager and a corporate spokesperson, independently reacted on social media disjointedly This gap in role delineation prompts questions regarding CGV's internal protocols and assignment of responsibilities during critical situations

4, Consequences

The CGV Dong Khoi cinema cluster experienced a significant influx of user activity within the rating sections of various review platforms and forums, with a preponderance

of one-star ratings These ratings were frequently accompanied by comments featuring

“privacy.” Specifically, an examination of the ratings for CGV Vincom Dong Khoi on Google revealed over a dozen comments containing the word “privacy” every minute, all associated with one-star ratings

Ch

“

r

“

Đang ngủ bị sự tắt cho chất bảo vẻ đẳnh giá 1, chứ chưa Mới * MỚI

Figure 3: The review section of CGV Vincom Dong Khoi on Google continuously

receives many I-star votes

Simultaneously, the official Facebook page of the CGV Cinemas Vietnam chain was mundated with numerous accounts expressing their indignation regarding the incident

° Cav giữ coi một mình cho riêng tư nhé Mình đi rạp khác coi

n

mất công nhé :3

đã trả lời

CGV nén xem lại cách ứng xử của quản lý rạp Đồng Khởi nhé

a

Có ai bao rạp phim này chưa vay

Đề tui đỡ mắc công tới

EI đã trà lời

Trấn thành bao hết rạp của cgv nên mọi người đừng vô cgv xem nữa

Gcv giữ nguyên rạp mà tự xem nôi bộ cho riêng

tư

Figure 6: Many frustrated people left comments on CGV's official page This event precipitated a marked deterioration in CGV’s image within the online community and among its customers, resulting in a significant decline in its reputation, public perception, and business capabilities This disappointment triggered an erosion of customer loyalty towards CGV, culminating in a shift of patronage towards alternative cinema brands

5 Suggestions

Due to the unexpected consequences, this problem is an expensive lesson for CGV, especially in communication, which needs some notes to address

First, CGV must establish a unified communication strategy This strategy should include designating an official company spokesperson responsible for addressing customer concerns and providing accurate information on official statements on behalf of CGV, ensuring that the company's position is clear and consistent This unified approach will help prevent discrepancies in information and demonstrate professionalism

Moreover, comprehensive employee training should be invested in emphasizing equality, fairness, and professionalism in customer interactions Employee traming with conflict

resolution skills should be a part of an ongoing effort to foster a customer-focused culture within the organization, ensuring that all customers are treated with respect and receive a consistent level of service

Finally, to restore trust and confidence in its brand, CGV needs to enhance transparency

in its operations and responsibility by conducting thorough internal investigations to understand the root causes and hold employees accountable for their actions This transparency extends to addressing VIP and celebrity protocols, which should be communicated clearly and transparently to regular customers to prevent misunderstandings and conflicts

Il Case 2: CGV is accused of expelling customers for the film advertising

1 Description of the situation

On August 30, 2023, at a screening of the Oppenheimer film, the customers were abruptly stopped and asked to leave by the staff citing technical issues with the projection However, as soon as the customers stepped out, MC and the guests for the premiere of the film "Cham vao hanh phuc" were ushered in to commence the screening Next, the expelled customers raised their concerns with the management and were given the same explanation of a projection error without a satisfactory resolution

Surprisingly, after receiving significant backlash from the disgruntled customers, another direct manager invited them into a private room and confirmed that it was a mishap during the film premiere The information provided by the panicked staff outside was

"miscommunication." Subsequently, the expelled customers declined the offer to continue watching the film at the L'amour (premium sleeper class) and rejected the promised benefits regarding tickets Instead, they requested a public apology to be posted on CGV's Facebook page Thus, CGV continued to address their mistake by making phone calls from their headquarters but failed to deliver the public apology as promised

Surprisingly, the director - Mai Long, of the film "Cham vào hạnh phúc” took responsibility for causing the sudden disruption to both the customers and CGV even though they were not the cause of this incident Later, reporters proactively contacted CGV's customer service department but received no responses