Explanation of what Internal Communication as a Competency is. Two central concepts are at stake. Communication Culture and Information Richness. Both represent two dimensions of Communication in Organization. Communication Culture is how people interact with each other within Organization, how Disciplines and departures of a company work together, how meaning and content is developed while people interact. Information Richness is the hard part of Communication focusing on the quality of Information, the process of transmission and exchange, and what is done with the information. These two dimensions are dominating the state of interaction capabilities a Company has which is for instance important to manage, design and realize relevant Customer Experience, based on relationships model instead of transaction model. Since Internal is External. And companies cannot improve Customer Experiences and Relations without improving skills and capabilities in the Internal Organization. Employees are your first Customers.

1. I N T E R N A L C O M M U N I C A T I O N A S A K E Y
O R G A N I Z A T I O N A L C O M P E T E N C Y
ALEXANDER STOTER
2015
WWW.CUSTOMERCENTRICEXPERIENCE.COM

2. DIFFERENT PERSPECTIVES ON INTERNAL COMMUNICATION
Internal Communication as a function of
Corporate Communication (e.g. Internal Branding).
Internal Communication as a management
instrument or tool (e.g. To inform, To engage).
Internal Communication as a key Competency.

3. INTE RNA L CO MMUNICATI ON A S A K E Y CO MP E TENCY
the main driver of learning capabilities
the critical success factor for innovation and
customer centricity power
the most important ingredient for interaction with
the Customer and Employees

4. Y O U R E M P L O Y E E S
I N T E R A C T I O N S D R I V E
C U S T O M E R E X P E R I E N C E

5. YO U R E M P L O YE E S
- D E S I G N D I G I T A L T O U C H P O I N T S
- P R O D U C E A N D A C T I V A T E P R O P O S I T I O N S
- H A V E F 2 F C O N T A C T
- A R E YO U R F I R S T C U S T O M E R S
-
- M A K E D A I L Y D E C I S I O N S W HI C H R E L A T E T O C U S T O M E R S
- M A K E I N T E R P R E T A T IO N S A B O U T I N S I G H T S

6. W H A T I S C O M M U N I C A T I O N I N O R G A N I Z A T I O N S ?
• Communication as a management tool or instrument (Marketing Communication, Public
Relation, Corporate Communication) to realize awareness, change of behaviors.
• Communication as a function or department (Marketing Communication, Internal
Communication, Brand Management, Corporate Communication).
• We treat Communication as a core competency of the whole organization. Internal
Communication is the part of inside the company. But merge with External Communications
since In and External are not separate parts but integrated by new behaviors and tools (Social
Media).

7. WHAT IS COMMUNICATION COMPETENCY?
Communication as a competency has two main aspects.
• Culture Expression model based. This model focus is on the process of mutual understanding,
norms and values which are used in the person to person communication, it’s perspective is on the
functions of communications for the users and there needs. We call this Communication Culture.
• Information transmission model based. How is information transmission processes throughout send
and receive. What kind of effects and biases are at place in the cognitive processes. What kind of
Media are used and what is the impact of Media Experience. We call this dimension Information
Richness.

8. WHAT IS INTERNAL COMMUNICATION?
• Internal Communication is not just a department who is handling the internal communication flow by all kind of media, but
• is here mentioned as a organizational competency of the whole organization.
• it includes also the way organizations interact with external environment, e.g. customers, press and other external
relations.
• it defines the quality of the Communication skills of a company and is of influence of many aspects like customer
centric approach, innovation and also the strength of the Corporate Identity.

9. WHAT IS COMMUNICATION CULTURE
Communication Culture refers to how employees across the organization work
together, how decisions are made, how there is given meaning to events and
activities. Which norms, values and principles- outspoken and unspoken- are
dominant in personal communications and inter company relations. Feedback,
openness or receptiveness for different opinions are indicators of the type of
Communication Culture which is dominant.

10. WHAT IS INFORMATION RICHNESS
Information Richness refers to the quality of the information and the
information transmission across the organization. Relevance, speed of
decision making, actionable management information are indicators of both
the information and the process of transmission. Media usage and Cognitive
process are of relevant influence of this process.

11. INFORMATION RICHNESS
EASE TO ACCESS

12. INFORMATION RICHNESS
SPEED OF INFORMATION TRANSMISSION

13. INFORMATION RICHNESS
CROSS FUNCTIONAL

14. INFORMATION RICHNESS
RELEVANCE & PERSONAL

15. INFORMATION RICHNESS
HOW ACTIONABLE IS YOUR INFORMATION

16. INFORMATION RICHNESS
SPEED OF DECISION MAKING

17. COMMUNICATION CULTURE
AUTONOMY TO ACT OR DECIDE

18. COMMUNICATION CULTURE
HOW OPEN ARE YOU FOR FEEDBACK

19. COMMUNICATION CULTURE
LEARN OR CONTROL

20. COMMUNICATION CULTURE
RELATIONSHIP AND TRUST

21. COMMUNICATION CULTURE
OPENNESS VS WINDOW DRESSING

22. COMMUNICATION MATRIX

23. MEDIA USAGE AND NEEDS
(MCQUAIL)
• Information
• Identification, Identity
• Integration and Social interaction
• Entertainment and Creation/Fantasy
• Mobilization
• Continuity
• Correlation

24. COMMUNICATION AND ORGANIZATIONAL CHANGE
Improve Communication Competency
Improve Change capabilities
Improve flexibility to Change

25. I N F O R M A T I O N T R A N S M I S S I O N D U R I N G C H A N G E
• Sense of urgency
• Attitude: threat or opportunity (Maslow)
• Perceived Personal and Social Risk
• Openness or just a must
• Openness during change process (transparency)
• Lack of trust

26. I N F O R M A T I O N T R A N S M I S S I O N D U R I N G C H A N G E
• Adoption / diffusion model
• Cognitieve dissonance
• Selection processes in perception
iveness of information transmission will depend on the motivation and ability to

27. SHIELDS OF RESISTANCE
A C T I O N & B E H A V I O R
R E T E N T I O N
C O M P R E H E N S I O N
P E R C E P T I O N & E L A B O R A T I O N
A T T E N T I O N
E L A B O R A T I O N L I K E L I H O OD MO D E L
P E T T Y & C A C I O P P O 1 9 7 9 :
A B I L I T Y A N D MO T I V A T I O N T O P E R C E I V E V I A P E R I P H E R A L P A T H V S
C E N T R A L P A T H
E X P O S U R E