Report: Communication Strategies of Commonwealth Bank of Australia

This report provides a comprehensive analysis of the communication strategies employed by the Commonwealth Bank of Australia (CBA). It examines both internal and external communication methods, evaluating their effectiveness and impact on the business. The report delves into the different communication channels utilized by CBA, including online platforms, and assesses their role in maintaining customer relationships and promoting the bank's vision. It also explores instances of poor communication and their consequences, such as fraudulence cases and decreased employee morale. The research methodology involves observation and analysis of journals and communication theories. The report concludes with recommendations for improving CBA's communication strategies, particularly in areas such as foreign investments and employee engagement. The analysis considers Shannon's model of effective communication and identifies the importance of clear messaging and stakeholder engagement. The report also highlights the significance of internal communication in fostering employee engagement and enhancing business value. Finally, the report emphasizes the need for CBA to adapt its communication strategies to maintain a competitive edge in the financial services industry.

Running head: BUSINESS COMMUNICATION
Business Communication
Name of the Student:
Name of the University:
Author note:

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Executive summary
The purpose of the report is to analyse the communication strategy of Common Wealth bank of
Australia. The poor communication that affected the business has also analysed in the text. The
following also builds the verbal and non-verbal communication effectiveness in the company.
The method of research has been outlined. The brief description of the business, types of
communication channel and what had worked better than that of other strategy are also discussed
in the report. The scope of the research is also given with a conclusion.

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Table of Contents
Introduction......................................................................................................................................3
Scope................................................................................................................................................3
Method of research..........................................................................................................................3
Business description........................................................................................................................4
Excellent communication................................................................................................................4
External communication..............................................................................................................5
Internal communication...............................................................................................................5
Types of communication that did not worked.............................................................................6
The effect on business.....................................................................................................................6
Poor communication and the types that did not worked..................................................................8
The effect on business.....................................................................................................................8
Conclusion.......................................................................................................................................9
Recommendation.............................................................................................................................9
Reference.......................................................................................................................................10

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Introduction
The following is a report on the business communication theories that are useful for
business. The organisation selected for analysing its internal and external communication
strategy that worked for Common wealth bank of Australia. The poor communication that
affected the business has also analysed in the text. The following also builds the verbal and non-
verbal communication effectiveness in the company. The method of research has been outlined.
The brief description of the business, types of communication channel and what had worked
better than that of other strategy are also discussed in the report. The scope of the research is also
given with a conclusion (Du-Babcock, 2013).
Scope
The focus of the report is to analyse the different communication strategy that are
adopted in the company and what are the techniques that are used in building an a excellent
communication model. The major principle of communication is abided by or not. The poor
communication model is used or not is also analysed.
Method of research
The primary method of research is done through observing the data and searching
through different sources. The secondary way of research is done through different analysing
journals in communication models and analysing the theory of positive and negative
communication.

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Business description
The company is Australian based multinational operating on New Zealand, Fiji, Asia, and the
United States. The company is also listed in stock exchange. This is also the largest bank in
Southern Hemisphere. The basic banking structure includes retail banking, premium business
services, wealth management and variety of financial services, funds management, funds
management, superannuation, and investment and broking services. The products that are offered
to the customers are loans, credit cards, transaction, loans and credit cards, huge branches and
ATM network. The major corporate strategy is and responsibility of CBA is acquisitions,
mergers, cross business strategic initiatives. The different schemes and warranty clauses are also
part of their strategic improvement in the organisation. Communicating the business vision and
mission to the employee are also to be communicated.
Excellent communication
To fulfil the business process effectively the sharing of information must be effective.
The message must be easily understood for sustainability purpose. The effective communication
of managers or the human resource managers are regarded to facilitate or stimulate the
communication process in organisations. The effectiveness comes from the contribution from the
two parties’ as employers and employees (Du-Babcock, 2013).
Shannon’s model of effective communication says that, the participants and objects of
communication like information resource, sender, media of communication, receivers,
destination and response and feedback must be clearly strategized and defines in the organisation
(Cohn et al. 2014). The most comprehensive model of communication includes feedback and
others.

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External communication
CBA is one of the largest banks and ranked at fourth in Australia. The company has also
expanded their operations and branches in order of merging their business with certain
companies that have strategic advantage. The main key for their expansion was built on
communicating the vision and mission of the statement (Howes & Sallot, 2013). The company
has optimised their process in terms of online communication as the modern banks in the
international level. As they have to connect with different demography of people, they have
adapted to the method of communication of social banking. For the banks, maintaining the
customer relationship is very essential as a form of external communication. The banks website
is thoroughly optimised and offers a portal for further communication of transactional and
promotional messages through and emails (Du-Babcock, 2013). The bank also maintains the
privacy of their customers. The website is a major communication instruments for the company
unlike the conventional way of banking which was just the one-way communication. The
benefits of communication channels as Facebook, LinkedIn, Twitter, YouTube, Snap chat and
Instagram are done effectively for the company (Cavusgil et al., 2014).
Internal communication
The internal communication suggests the communication among the internal stakeholders
of the business. The employers and employee communication must be developed as well as, the
communication between hierarchies of the company that is facilitating the communication
between leaders, managers and employees. The main objective of communication in the
organisation is done as for the reason of enhancing the employee engagement, employee
branding (Cavusgil et al. 2014). This significantly increases the business value among the
industry. This is also a iterative process that increasingly ensures the purpose of the organisation

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is well understanding among the employee pool, business strategy. The technology that is used in
CBA are Internet, Intranet, Intranet banners, emails, E-newsletters, E-fillers, interactive touch
screens. The physical place of touch points are real estate of the company, common rooms,
canteen, Gym, Bathrooms and blank spaces of the company (Ainsworth, 2013). The four major
factors of internal communication strategy are given below.
 The market coverage of the company and defining the audiences of the bank
 Messages that the bank wants to be conveyed
 Media coverage of the company
 Measurement of the effectiveness of the communication
Types of communication that did not worked
The organisation has already been in the some fraudulence cases as they were unable to
communicate the true messages around their customers.
The effect on business
The positive effect of the communication internal or external is seen in the business and
the purpose of that must be achieved. Like promoting the self-esteem of the individuals
connected to the company. The shareholders also come under this process, as the true brand
image must be effectively communicated (Nickerson, 2015). The internal stakeholder’s presence
is also in process of improving quality of work life as an outcome. Increasing the productivity of
improving profitability of CBA. Enhancing the performance of the whole organisation is also
needed for the business to grow and can be counted as a enabling effect of communication
(Brink & Costigan, 2015).

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The best outcome of the communication strategy for CBA is driving the collaboration in
the company and building a better way to partnership with the internal and external stakeholders.
The financial services that the company provides its customers are based on the customer
relationship management. This also effects in building the brand pillars. The leaders of the
organisation’s interpersonal communication also affect communication strategy (Nickerson,
2015).

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Poor communication and the types that did not worked
The communication strategy that does not works leads to poor communication among the
employees and employers. The inefficiency of the company communication strategy is effect of
lack of leadership competent in internal communication and dissatisfaction of customers in
incompetency in external communication strategy (Brink & Costigan, 2015).
The usage of visual communication or message transfer strategy did not work in this
organisation as this lessens the touch of human interaction in communication. The fraudulence
cases and schemes that were developed in the organisation were very result of the
miscommunication and inefficiency of communication. Effectively delivering the messages of
the organisation increases the Proxemics of delivering effective business messages. The
fraudulence cases that have build the low staff morale in the employers and enhanced the
increase the effect of negative impressions in the company (Mai & Hoffmann, 2014).
The effect on business
As the company and its branches are spread through all Australia and its neighbouring
countries, the communication is the foundation of the business of operational Excellencies. The
hostility among the team members has increased and conflicts have risen due to the
misunderstanding and lesser credibility of the organisation. The lower the devolvement of
communication the lesser the efficiency of the business. The employee morale is very essential
for the employee productivity and these undermines the enthusiasm and poor skills are
developed for this demoralising enemy. The innovation level is decreased for inadequate
handling of communication level and failure to gauge the capacity to communicate. There is

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some negative aspect of using the social banking that CBA uses (Fall, 2013). The online social
media presence has negative aspects as the unsatisfied customers can give the negative feedbacks
that can be used by other competitors. Data hackers can threaten the accessibility of the
company’s website and privacy protection (Bargiela-Chiappini & Nickerson, 2014).
Conclusion
Therefore, from the above discussions in communication strategy of a company is given.
How does CBA uses the different communication channels and how does it improves the
strategies are also analysed. The comprehensive model of effective communication of Shannon
is given. The excellent and poor communication strategies are discussed thoroughly and
therefore, how does this affects and applies in real communication strategies are summarised.
The external and internal communication and who are the stakeholders of the company and how
the communication process involves them are also discussed. The types of various effects that
the business has as a result of communication is also given in the report above. The scope of the
research and the method in which the communication must be done is given in the beginning of
the report.
Recommendation
It can be recommended that the company CBA must analyse their communication
strategy for the foreign investments purpose. It can be also suggested to incorporate personal
banking strategy to increase the interaction between their customers. To increase employee
engagement span of control must be decentralised.

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