1. Consultancy report: internal and external communication
Propulsion Systems
Consultancy report: internal and external communication
Maarten Cant, Jantje Hellema, Lisanne Kedde, Willem Pijffers

2. Index Cultural and communication differences
1.1 Case study
1.2 Multicultural environment
Customer Relationship Management System
3. Recommendations
3.1 Intercultural communication
3.2 Customer communication
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3. 1. Cultural and communicative differences
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4. 1.1 Case study: Air France - KLM
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5. Case study: Air France - KLM
Cultural differences
Decision-making process:
KLM: Consensus
Air France: Hierarchy
Solution: workshop designed to increase awareness of cultural
differences
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6. Case study: Air France - KLM
Communicative differences:
Business language(s):
KLM: Dutch and English
Air France: French
Solution: Business English Lingua Franca (BELF)
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7. 1.2 Multicultural environment
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8. Multicultural environment
Cross-cultural communication:
Verbal communication (words and language itself, BELF)
Non-verbal communication (body language and gestures)
Do's and don'ts, like clothing, gift-giving and habits like dining
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9. Multicultural environment
Three countries where Propulsion Systems is active:
China
Australia
United States
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10. Asia – focus on China
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11. Asia - Focus on China Cultural dimensions: Communication style:
Collectivistic culture
Large power distance
Communication style:
Top-down
Task-oriented
Indirect communication style
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12. Asia- Focus on China Few do’s and don’ts China Don’t…. Do… lose face
always speak your mind
directly say no
point or use your finger
leave out the presentation
forget your table manners
Do…
mind your business card
keep your small change
give gifts
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13. 2|29
Australia
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14. Australia Individualistic A culture which is hard to impress
Direct communication
Eye contact
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15. United States
United States
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16. United States Dimensions are quite the same in comparison to Australia
Focussed on time controlling
Personal questions
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17. 2. Customer Relationship Management
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18. Customer Relationship Management
What is CRM?
Technological process
Improve business relations
Central location
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19. Customer Relationship Management
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20. Customer Relationship Management
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21. Customer Relationship Management
Advantages for Propulsion Systems
Improve cooperation between departments
Customer information more accessible and visible
Shorten sales cycles
Easily focus on customer trends and patterns
What should Propulsion Systems do?
Constant improvement of their business processes
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22. 3. Recommendations
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23. 3.1 Intercultural communication
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24. Intercultural communication
Global corporate culture
Shared group identity
Shared work values
Shared language
Shared communication guidelines
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25. Intercultural communication
Intercultural communication training
Diversity training
Intercultural collaboration
International communication team
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26. 3.2 Customer communication
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27. Customer communication
CRM system
Improve customer-company communication
Introducing the system
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28. Customer communication
Online media
First impression
Use of online media
Multiple communication channels
Improving the customer service
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29. Thank you for your attention