Effective Business Communication: A Case Study of Two Companies

This report analyzes the business communication strategies of Woolworths and Dreamworld, highlighting the effectiveness of Woolworths' cloud contact center in enhancing customer relationships and stakeholder engagement. In contrast, Dreamworld's indirect communication methods, late social media responses, and failure to utilize direct communication channels negatively impacted its public relations and brand image. The study emphasizes how Woolworths' communication approach reduced costs, improved flexibility, increased agent efficiency, and enhanced customer experience, while Dreamworld's poor communication hampered customer relations, affected public trust, and left a negative impact on its brand. The conclusion underscores the importance of direct and timely communication in maintaining positive stakeholder relationships and safeguarding brand reputation, contrasting Woolworths' success with Dreamworld's challenges.

PROFESSIONAL
BUSINESS
COMMUNICATIO
N

INTRODUCTION
Business communication is a crucial
part for any business to enhance their
stakeholder’s engagement in terms of
external and internal stakeholders.
However, to resolve the problem of the
customers it is important for the
organization to use different
communication methods those can
satisfy the customers.

BUSINESS NATURE OF
WOOLWORTHS
 Woolworths is one of the popular retail
sectors of Australia which offers many
products to the people in their daily life.
 Establishment of the customer-oriented
business is the major objective of this
organization.
 Developed the cloud contact centre

BUSINESS NATURE OF
DREAMWORLD
 Dreamworld is one of the popular theme
parks and major tourist’s attraction of
Australia
 their products include animal exhibits,
show, food center and rides
 Use of indirect communication affects
the public relationship

COMMUNICATION BETWEEN
WOOLWORTHS AND
DREAMWORLD
Woolworths
communication process
• Application of cloud
contact centre
• Direct communication
• Single centre
approach via chat,
email and voice call

CONTD..
Dreamworld’s communication process
 Indirect communication via press
conference
 Late response via social media to public
issue
 Failure of the direct communication

FINDINGS FROM THE COMMUNICATION
PROCESSES IN TWO ORGANIZATIONS
 Woolworths
communication is more
effective as it based on
the cloud centre
approach
 It enhances the
customer relationship
 It brings the executives
together

CONTD..
 Dreamworld failed to maintain the
public relationship via press conference
 This organization did not use the direct
call
 This organization failed to use the social
media application as well as direct
communication

CLOUD CONTACT CENTRE WORKED
WELL IN CONTEXT OF WOOLWORTHS
 In the context of
Woolworths they have
used direct
communication via
cloud contact centre
approach.
 This communication
method has worked
properly as this single
centre of communication
is a mixture of voice call,
chat and email.

COMMUNICATION FAILURE IN THE
CONTEXT OF DREAMWORLD
 Late response via social media
 Indirect communication damaged the
public trust
 Lack of direct contact

CENTRE ON THE BUSINESS
COMMUNICATION OF
WOOLWORTHS
 This allowed this
organization to
maintain a good
relationship with
their external and
internal
stakeholders.
 Reduces the high
cost of maintaining
different telephony
platforms
 improve flexibility

CONTD..
 Increase the agent
efficiency
 Enhances the
customer
experience
 Increased the
stakeholder
involvement