The number of ICT-communication possibilities is increasing and will soon offer a great range, from simple to very rich communication means, including the image video communication (mobile, multiscreen, large screen), the wireless broadband networks and the decreasing costs. Not one communication channel will disappear entirely, but be used by its specific, distinguishing features67. ICT-communication will never be able to equal the physical meeting and the personal discussion as the richest68 form of communication. Still, it will be able to come close to it. This will lead to a more selective use of the (relatively expensive) physical meeting. More time and attention will be available for real personal contact.
65 See footnote 62: with American companies, already over 60-70% of the outgoing mail is filtered.
66 Quote from “De moderne schandpaal, de gevaren van persoonlijke e-mail op het werk (The modern pillory, the dangers of personal e-mail at work)”. In: Dutch Newspaper NRC, dated 20 July 2005.
67 Even the time-honoured postcard has been able to hold its own in spite of e-card etc.
68 The “richness” of a communication channel is determined by the number of added expression forms, which enlarge the chance that the message “comes through” and/or is understood and the target of the communication is achieved. (writing/pitures, speech/intonation and non-verbal expression forms such as environment/set-up/ temperature/sound/music or mimic/body language/smell/clothing/touch or the physical presence).
“Virtual fosters physics” will apply here, too, albeit that travel expenses can be reduced, because travels will be made more selectively. The importance of informal communication forms such as chatting will increase both in the present forms and in additional functions in other forms of exposure. The development and integration of PDA, blackberries and smart phones will enhance the mobile aspect of communication, but form no really new communication channels. Both efficiency and effectivity necessitate a deliberate selection of communication channel and tool in relation to the objective of the communication action.
The developments in the market force to communicate professionally in the way it indicates.
The formulation and implementation of adequate policy and codes of conduct, facilities and providing training sessions are necessary.
Finally, something about successful cooperation as a core competence of companies in relation to informal communication. Successful cooperation requires first of all clarity in the objectives of that cooperation (= major motivator with teamwork), but also mutual equivalence, empathy, mutual trust and the skill to be able to communicate well.
Trust implicates informal communication. Without (b)cc! But not only in the “horizontal dimension” of mutual cooperation structures, also in vertical relations, where usually people communicate formally, does informal communication have a place. A research69 into influencing tactics of managers in 12 different cultures showed that with Dutch managers consulting and cooperating scored as first respectively second as regards effectivity (rewarding through favours and presents scored lowest), while that as an average in 12 countries scored as second and seventh. Conclusion is that Dutch managers are cooperative consulting people. Real polder-people! It would be unwise to be condescending about this. This national consultation structure should be appreciated as a distinguishing strength, which we can use and enhance. It is the Internet that forces us to do so and the importance of the continuity in the future that requires that.
But it is just as much a lesson from the past70: the counts of Holland, who, in the 11th and 12th century, entered a direct collaboration, excluding nobility, with the farmers.
69 Koopmans & Boonstra in: Management & Organisatie, nr. 4 July/Aug, 2005. Effectiviteit van beïnvloedings-tactieken van managers uit 12 verschillende landen/culturen (Effectivity of influencing tactics of managers from 12 different countries/cultures).
70 Lendering, J. (2005). Polderdenken, de wortels van de Nederlandse overlegcultuur (Polder-thinking, the roots of the Dutch consultation culture), Polak & Van Gennep
That on one hand led to freedom and property rights for the farmers and on the other hand to successful cultivations and reclamations and a very innovate consultation and cooperation model in the form of water boards, because of which for centuries our country has been able to survive and flourish. A very contemporary version of this is e-Choupal (“electronic village meeting place”) in India, where grain farmers started to cooperate per village and because of which they can largely rule out the corrupt distributive trade cartel and bring about substantial improvements of their fate, thanks to direct internet access to the market and the possibility to share knowledge. The blocking vertical hierarchy was broken down by the horizontal, informal cooperation in the e-Choupal system, transforming the value chain, preventing corruption, forcing more suitable products and efficiency profit for the buyers. This results in better prices for the farmers with more self-esteem and trust, because they are now in direct contact with the rest of the world. More examples can be read in the book by C.K. Pralahad, in which he describes fundamental social and economical value transformations that may lead to enormous quality improvements.
Applicable to “the bottom of the pyramid”, but also to the privileged little top, in which we (hopefully continue to) remain. The Internet makes much possible, but it only becomes effective through cooperation and communication.
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6 Youngsters choose their own preference channel, Dutch Youngsters marketing through the Internet
71Rigtje Bruinsma
Summary
How can companies use the ICT-behaviour of youngsters to hold on to them? And in which way do youngsters want to be approached online and/or by mobile by a business relation?
On the basis of desk research and exploratory qualitative preliminary investigation on the basis of 50 interviews with a commercial service provider in the financial work field, it turns out that youngsters in the age of 12-14 prefer the use of SMS and MSN. The age group 15-18-year-olds prefers e-mail, whereas youngsters aged 19-21 prefer skype and umts.
Age, copying behaviour, costs and image of the medium are marked out in this exploration as an explanation of the differences in preference found. We conclude with suggestions for follow-up research.