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Different Channels for Different Purposes

March 16, 2015 by

There are many reason why business leaders now widely view unified communications solutions as essential to their companies' operations. For one thing, employees are increasingly demanding access to these resources as they see UC tools as essential for completing their job responsibilities. For another, UC can allow staff to improve their outreach to clients by increasing flexibility and efficiency.

Yet arguably one of the single biggest advantages inherent to UC is often overlooked by business leaders. This is the simple fact that different channels are ideal for different tasks and UC is the best means of matching the one to the other, as Forbes contributor George Bradt recently highlighted.

The New Status Quo

Bradt pointed to a study from The Journal of Marketing concerning how geographically separated families can continue to engage with one another, especially in regard to traditions and rituals. Using these findings, the writer emphasized that many of the same problems are now cropping up in the business world as companies take on remote workers or open up satellite offices.

In the past, the vast majority of colleagues would operate in the same location, and see each other in person on a regular basis. Among other benefits, this helped to encourage more in-depth relationships between workers, leading to greater company loyalty, enthusiasm, and productivity. Now, though, firms are increasingly coming to the conclusion that these advantages are not as great as those offered by remote work and other decentralized employee arrangements.

Body Language and Beyond

This raises the question of how business leaders can ensure their workers continue to develop and enjoy meaningful professional relationships despite their disparate locations. According to Bradt, the answer is to embrace UC. He explained that The Journal of Marketing study found what many have already claimed: that communication is achieved via a combination of words, tone, and body language, with words actually accounting for the smallest portion of the whole.

This is significant because in many cases business professionals rely primarily, or even solely, on email when communicating with their colleagues. This, the writer explained, is both "tone deaf" and "danger" from a business perspective. There's no way that such an approach can deliver the best possible collaborative results for a company.

By bringing together a wide range of communication channels, UC can help organizations to overcome this potential problem. Most importantly, UC will deliver video conferencing, voice, and more channels into a single system, making it easier for personnel to engage with each in ways that encompass every aspect of communication. Without UC systems in place, remote work may become more of a drag than a benefit for countless companies.

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