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Application of Sarit Ventura for the IE Global MBA+

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Application of Sarit Ventura for the IE Global MBA+

  1. 1. Effective Communication Flow ofImportant Information in BusinessZurich, June 2013Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)Kleinweid 8 | CH-6330 Cham | SwitzerlandPhone +41 78 789 8090 | sarit.ventura@gmail.com
  2. 2. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)1Agenda• Task description• Overview of communication concept• Detailed roadmap & action plan• Key success factors
  3. 3. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)2• Meeting with my superior occurred, in which importantinformation was conveyed• This information must be distributed to subordinates,suppliers and clients• Recipients are spread out across the world• Correct receipt of the information must be ensured• What are the appropriate means of communication?• What priorities and treatments must be considered forthe three types of recipients?• What control mechanisms can be used to ensure correctreceipt of the information?Task descriptionComplicationSituationQuestion
  4. 4. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)AssumptionsWithout trying to limit the scope of this assignment, I will make thefollowing assumptions:• My role is that of a Head of Corporate Communication• My company counts about 1000 employees• We are a typical industrial manufacturing company• The meeting with my superior took place on Monday morning3
  5. 5. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)4Agenda• Task description• Overview of communication concept• Detailed roadmap & action plan• Key success factors
  6. 6. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)5• Distribution of the informationwithin the company• Assignment of roles &responsibilities to specific teamsthat inform suppliers andcustomers• Communication to suppliers andcustomers through suitablechannels• Collection of receiptconfirmations• Maintenance of tracking listsThis communication project can be split into twophasesInforming phase Tracking phase
  7. 7. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)CompanyDetailedinstructionsDetailedinstructionsCustomersSuppliersFlow of instructions in the “informing phase”6R&D PurchasingSuppliersProduction Sales …A customers B customers C customersVisits Phone calls NewsletterEmailMy directsubordinatesPersonal meeting withdepartment headsMeetingCompany wide Email
  8. 8. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)CompanyTracking listCustomersSuppliersFlow of receipt confirmations in the “tracking phase”7R&D PurchasingSuppliersProduction Sales …A customers B customers C customersVisits done Phone calls doneNewsletterstatisticsConfirmationEmailMy directsubordinatesMeetingTracking list
  9. 9. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)8Agenda• Task description• Overview of communication concept• Detailed roadmap & action plan• Key success factors
  10. 10. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)9Communication roadmapMyself My teamThuTue WedMon MonFri FriWed ThuTue TueMonMeeting with direct subordinatesPersonal meetings with alldepartment headsDetailed instruction to sales& purchasing departmentsCompany wide emailEmail to suppliersCustomer visitsCustomer phone callsCustomer newsletterSend tracking list to my teamMy team reports to meSuppliers CustomersOther colleagues12345 Confirmation emailsCustomers open newsletter678910Informing phase Tracking phase
  11. 11. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)Meeting with direct subordinates• Subordinates need to be briefed in order toanswer possible questions from colleagues,suppliers and clients• Share information in detail and ensureunderstanding within the team• Email agenda beforehand and organize ateam meeting / VC (if not located in thesame office)• Create company wide shared document tocollect FAQs• Repartition of company departments amongmy team• Responsible persons for the sales &purchasing departments shall collect thetracking lists and report to me• Other tasks given:- Press release for media- Update of company website and intranet1CompanyCustomersSuppliersSuppliersR&D Purchasing Production Sales …A Cust. B Cust. C Cust.My directsubordinatesEnsure task is understood and roles& responsibilities are assigned
  12. 12. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)Personal meetings with all department heads• Share information with the departmentheads and inform them of the next steps tobe taken and the possible involvement oftheir teams• Check capacities of the departments andprioritize tasks with the department heads- In particular, resources are required in salesand purchasing departments as they have toinform clients and suppliers• Inform department heads that my team willinform their teams directly and their teamsshall report directly to my team i.e. myteam is the point of contact in case ofqueries• The respective department head shallappoint the responsible person in his teamand inform this person accordingly2CompanyCustomersSuppliersSuppliersR&D Purchasing Production Sales …A Cust. B Cust. C Cust.My directsubordinatesEnsure management buy-in andavailability of resources
  13. 13. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)Detailed instruction to sales & purchasing departments• The allocated persons for the sales andpurchasing departments of my team send adetailed facts-sheet to the respectivedepartments with clear instructionsregarding what information shall be sent outto the customers and suppliers• In case of queries from customers orsuppliers, the respective departments shalldirectly contact the responsible person inmy team• Request that each department creates atracking list including the names andreactions/comments from the differentsuppliers and customers3CompanyCustomersSuppliersSuppliersR&D Purchasing Production Sales …A Cust. B Cust. C Cust.My directsubordinatesConvey importance of this task thatrequires additional work
  14. 14. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)Company wide email• My team will send out a company wideemail with a brief description of the newinformation and important changes• In case of queries from outside thecompany, the respective departments shalldirectly contact my team (name a contactperson of my team)4CompanyNewsletterstatisticsCustomersSuppliersSuppliersR&D Purchasing Production Sales …A Cust. B Cust. C Cust.My directsubordinatesEnsure nobody is left out
  15. 15. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)Email to suppliers• The purchasing team shall send out an emailto all suppliers with a brief description of thenew information and important changes• Request an acknowledgement of receipt ofthe email It can be expected from the suppliers thatthey will reply to an email as it is in theirinterest to stay in contact with theircustomers• The purchasing team shall collect theconfirmation emails of the suppliers andcreate a tracking list including the namesand possible comments of the suppliers5CompanyCustomersSuppliersSuppliersR&D Purchasing Production Sales …A Cust. B Cust. C Cust.My directsubordinatesKeep this step simple & brief toensure quick response
  16. 16. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)Customer visits• The sales team shall contact the keyaccounts (A customers) and set up acustomer visit to share the new informationfrom our company• It is important to stay in contact with yourcustomers, especially with the key accounts visits will strengthen the personalrelationship and leave a better impressionthan phone calls or emails• Ensure strong flow of communicationbetween the responsible person of my teamand the sales person who visits the keyaccount customers to make sure that thecustomers receive the complete and correctinformation6CompanyCustomersSuppliersSuppliersR&D Purchasing Production Sales …A Cust. B Cust. C Cust.My directsubordinatesUse this occasion to keep closecontact to key customers
  17. 17. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)Customer phone calls• The sales team shall contact the Bcustomers by phone and share the newinformation from our company• B customers still require a personal contactbut as there are more B than A customers,phone calls are effective and fast but stillpersonal means of communication• Receipt of the information can easily beensured• Ensure strong flow of communicationbetween the responsible person of my teamand the sales person to make sure that thecustomers receive the necessary and correctinformation7Use this occasion to keep closecontact to key customersCompanyCustomersSuppliersSuppliersR&D Purchasing Production Sales …A Cust. B Cust. C Cust.My directsubordinates
  18. 18. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)Customer newsletter• The sales team shall send a newsletter tothe C customers containing the newinformation and important changes of ourcompany• As there are usually many C customers, themost efficient way to share this informationto many recipients is via a newsletter• Before sending out the newsletter, the salesperson shall send it to the responsibleperson of my team to check the correctness• The newsletter will be sent out via anewsletter tool (e.g. Mailchimp), whichtracks views and clicks that can be seen inthe newsletter statistics8
  19. 19. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)Send tracking list to my team• Purchasing team sends tracking listincluding the feedback from the differentsuppliers• Sales team creates a summary of the visits,phone calls and newsletter statistics andsends it to my team• The tracking lists are a precise yet simpletool to ensure receipt of the information189CompanyCustomersSuppliersSuppliersR&D Purchasing Production Sales …A Cust. B Cust. C Cust.My directsubordinatesEnsure tracking lists are complete
  20. 20. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)My team reports to me• My team reports the status of the trackinglists• Customer & supplier feedback is passed onin aggregated form• These inputs allow me to report the successof the communication initiative in detail tomy superior• Together with my superior we will decide ifa second round of communication isnecessary1910CompanyCustomersSuppliersSuppliersR&D Purchasing Production Sales …A Cust. B Cust. C Cust.My directsubordinatesThank everybody for the promptexecution
  21. 21. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)20Agenda• Task description• Overview of communication concept• Detailed roadmap & action plan• Key success factors
  22. 22. By Sarit Ventura, Applicant for the IE Global MBA+ (intake 2013)Key success factors• Divide the project into well defined tasks with clear owners• Ensure tasks are understood and roles & responsibilities areassigned• Implement detailed tracking lists21Care forpoliticsProjectmanagementGoodcommunication• Ensure management buy-in and availability of resources• Make sure nobody is left out• Select appropriate communication channels• Keep communication simple & brief to ensure quick response• Keep close contact to key customers

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