Temple & Webster is an e-commerce retail firm operating in Australia that offers home furnishing and furniture’s to customers ranging from wide variety of preferences such as coastal look, Scandi style, contemporary style and classic farmhouse or French provincial designs. Their furniture range includes sofa, dining table, beds etc and they also offer home furnishing merchandise like wall arts, rugs, home décor items, bedlinen etc and is one stop destination for home styling products. Temple & Webster offer exclusive range of bedroom furniture that has wide selections from upholstered beds to hidden storage, versatile to timber beds other than wardrobes, chairs, benches etc. Moreover Temple & Webster’s kitchen & dining furniture also consist of huge selection with elegant design and style statement. Also Temple & Webster offer living room furniture, office chair, furniture, outdoor furniture and accessories like lighting etc and offer home delivery service across Australia that includes Sydney, Melbourne, Brisbane, Perth, Adelaide and Hobart.
Temple & Webster uses a range of communication channels within their existing process:
Face-to-Face: this is form of personal interaction and richest communication channel that is utilised at Temple & Webster where physical presence, tone of speaker, expression between receiver and speaker helps the recipient understand corresponding message clearly in the manner speaker intends to communicate (Fitsimmons 2014).
Electronic medium: this includes electronic communication means such as email, intranet and social media that is utilised in Temple & Webster currently in their communication process and is used for both one-to-one interaction and group interaction
Wriiten message: these include written communication channels like letter, memo, notices, announcement and manuals where it is not needed for Temple & Webster to interact directly with employees or group and message can be corresponded with written message.
Broadcast media: this is used by Temple & Webster for communication with mass audience like customers, public etc where means like radio, television, print media is utilised. Example, Temple & Webster communicates with customers on new product arrivals or promotions through broadcast media channels.
Strengths of Temple & Webster’s current communication system:
Face to face communication: this is most effective channel in communication system of Temple & Webster as compared to telephone or email as it includes message cues like words, visual, voice, face, body language and presence (Lichy, Khvatova & Pon 2014). This helps to influence interpretation of message between speaker and recipient and best way to deal with complex or emotionally difficult message as it permits clear interaction to avoid confusion as well as speaker can assess whether recipient has received the intended message and can ask for follow up.
Electronic medium: though these include low personal interaction but are an efficient channel of communication due to speed and promptness of distributing message to either one or mass audience. While care is needed while drafting message which need to be clear, with no use of sarcasm unless specifically the message requires for it.
Written message: these are used for announcement and notification and strengths include it allows recipients for follow up through electronic or face-to-face channel in context to any queries that may emerge about written messages.
Broadcast media: the strengths include it allows active demonstration of products of Temple & Webster that can reach to wide audience and has high impact due to medium like sound, motion etc. Also the message can be communicated to selective recipients with larger flexibility, coverage, short lead time and with credibility (Lichy, Khvatova & Pon 2014). Like broadcast media message over print and magazine targeted to customers about Temple & Webster’s products can influence recipient with artistic variety and attraction of colour, information appeal along with flexibility to read as these are portable.
The existing communication system at Temple & Webster focuses on face-to-face, electronic communication through email, intranet, written message like notices etc and broadcast media message. Though each of these channels of communication have their strengths but some also have gaps or limitations. Example, emails though these are effective form of communication equal to texting but have some gaps like in email communication there is time lapse in between message being sent, received and replied which limits a continued flow in communication since formation of message. Also in email the message sent through sender may not reach with same intention to the recipient and there can be difference in frame of thinking and interpretation when email are read and replied which means that reply to email may be related to original message or may be irrelevant (Petrulaitiene, Rytkönen, Nenonen & Jylhä 2017). Also there may be delay in reply between time when message is replied by recipient and time the original sender reads the message. Also other electronic media like web conferencing though is effective form of communication but it lacks clues such as shared presence or surrounding that may give more specific information about the message adding to more meaning. While written message lack tone of voice as they only use words and visuals.
Temple & Webster’s already have digital communication channels like email, intranet and websites along with others like newsletter, but these are no longer sufficing as in several cases employees either do not read through updates or messages on company’s intranet or get time to regularly check message or even read out emails to get aware of new messages or news. So there is need to implement more advanced and engaging digital communication channel that can be used actively by workforce in context to their emerging communication needs and new ways to communicate the messages with use of technology so that update messages are communicated to employees fluently in real time. This is possible through instant messaging systems which is a new digital communication strategy that combines both the immediacy of phone calls with ease and brevity of email (Silic & Back 2016). As such business instant messaging system have evolved as one of the most disruptive strategies for communication within enterprise that supports needs for updating immediate messages with customers, employees or partners. Temple and Webster can implement instant message (IM) apps as these are growing more popular than social media apps and these channels are significant for regular interaction. Also because Instant Messaging communication habits have seeped into employees as these are used extensively in personal lives so more employees expect use of similar digital communication system even at workplace. With business instant messaging apps of Temple & Webster employees can leverage unified communication. Further these are more strategic, automated and scalable specifically because these can help not only in internal communication but also during external communication during customers services and marketing to correspond with customers. Moreover instant messaging system is an effective communication system that can be utilised at Temple & Webster because these help in seamless collaboration between employees from anywhere anytime and on any device with any communication medium that is suitable (Raguseo, Gastaldi & Neirotti 2016). Hence Temple & Webster can use the power of Instant messaging for quick discussion which can even turn into in-depth update or creative brainstorming interactions where participants can get actively involved, share discussion easily and freely with more always on , always connected characteristics.
The benefits of instant messaging digital communication system are:
Enhanced communication: instant messaging communication systems will promote streamlined dissemination and circulation of communicated message in contrast to email or intranet update as these would permit employees to resolve concerns in a live and instant manner with low disruptions and more significantly instant messaging communication systems will permit managers of Temple & Webster to maintain continuous and consistent interaction with teams that will support exchange of feedback and open management style for extended communication benefits.
Enhanced efficaciousness: instant messaging communication systems permits for immediate response time and works effectively for situation or concerns that requires rapid addressing so as to move the task forward timely (de Wet, Koekemoer & Nel 2016). Also instant messaging lowers time waste such as irrelevant chats involved in calls, voicemail or email and answers immediately to messages which will help employees of Temple & Webster have more focus and frame of thought while at work.
Presence awareness: a general aspect of instant messaging platform is management of presence as this will permit employees to let their co-workers or clients be aware whether they are available or away from call or workstation and this meaningfully adds capacity to play a relevant role in managing expectation among colleagues at work as well as among clients in context to velocity in which a reply may be relayed.
According to de Wet, Koekemoer & Nel (2016) as such instant messaging communication system can be a key implementation to advance the exiting digital communication systems of Temple & Webster to a more unified communication level that will help their employees enhance their interaction and effectiveness to response and actions. However it is significant that instant messaging digital communication systems are monitored and controlled to avoid issues in technology feasibility and configuration with other current communication mediums that are already in use by Temple & Webster for more effectiveness and seamless collaboration in long run.
The implementation process that is recommended for Temple & Webster in order to implement the new instant messaging digital communication system at their workplace includes the following steps:
Going wide: as there are several platforms available for IM systems so Temple & Webster need to choose options that can be utilised by everyone in their workplace because through standardised IM tools across the company it can be ensured that everyone at work can collaborate in seamless manner thus eliminating chances of compatibility problems.
Ensuring security at priority: Temple & Webster should keep security at top priority in their process for execution of IM communication systems because just like emails sensitive and confidential information can be disseminated over IM platforms so it is vital to secure these IM systems in context to cyber security by ensuring adherence to standards and norms that need to be in-built within the IM tool that may be selected by Temple & Webster.
Collaboration: IM platforms enhances high collaboration so Temple & Webster can integrate features like screen sharing, video call or presence management while selecting suitable platform to ensure unified communication for all and for every purpose with compact package.
Educating: as new implementation of IM systems will bring new rules with do’s and don’ts so it is required that Temple & Webster educate and train their employees adequately on new technology use as well as set out etiquettes that are required to be practised while using IM.
Managing expectations: as IM would lower the number of email that are sent and received as well as quantity of answer calls that are made so it is significant to understand that IM system is an additional communication tool in already existing communication platform of Temple & Webster so it should be used as and when required depending on situation and message to be communicated that can best fit with IM systems as there are some form of message or information that are more suitable to email, hence IM systems should be implemented by managing expectation to situation and need for communication for effectiveness. So IM should act as addition to Temple & Webster’s communication system so as to improve and extend their productivity by building a seamless communication procedure and should be away from unessential deployment that can ruin any potential leverage, thus it is significant to set a stage to insure a smooth IM implementation.
Conclusion
Thus it can be concluded that as expectation and needs of communication are changing and evolving with times and technology more employees expect to opt for text messaging over email or intranet or phone calls to communicate at work with co-workers or clients as emails, calls etc are viewed as outdated and burdensome. Also as emails are often rarely checked so Instant messaging communication systems will help to fulfil needs of immediate communication effectively with real time, quick response as employees seek for communication that can be done shortly and crisply with less need for voice cues. Hence IM systems are more effective means and popular tools that are evolving at enterprise communication.
References
de Wet, W., Koekemoer, E., & Nel, J. A. (2016). Exploring the impact of information and communication technology on employees’ work and personal lives. SA Journal of Industrial Psychology, 42(1), 1-11. doi:https://dx.doi.org/10.4102/sajip.v42i1.1330
Fitsimmons, G. (2014). The challenge of exceptional communication. The Bottom Line, 27(2), 57-59. doi:https://dx.doi.org/10.1108/BL-04-2014-0009
Lichy, J., Khvatova, T., & Pon, K. (2014). Engaging in digital technology: One size fits all? The Journal of Management Development, 33(7), 638-661. Retrieved from https://search.proquest.com/docview/1651324010?accountid=30552
Petrulaitiene, V., Rytkönen, E., Nenonen, S., & Jylhä, T. (2017). Towards responsive workplaces – identifying service paths for time- and place-independent work. Journal of Corporate Real Estate, 19(3), 144-156. doi:https://dx.doi.org/10.1108/JCRE-10-2016-0034
Raguseo, E., Gastaldi, L., & Neirotti, P. (2016). Smart work. Evidence – Based HRM, 4(3), 240-256. doi:https://dx.doi.org/10.1108/EBHRM-01-2016-0004
Silic, M., & Back, A. (2016). Factors driving unified communications and collaboration adoption and use in organizations. Measuring Business Excellence, 20(1), 21-40. Retrieved from https://search.proquest.com/docview/1904949305?accountid=30552
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