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    Giao tiếp kinh doanh final

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    Đỗ Hoàng Hà
    LO1 3-4

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    Giao tiếp kinh doanh final

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    Đỗ Hoàng Hà
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    LO1 3-4

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    LO1 3-4

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    1 views12 pages

    Giao tiếp kinh doanh final

    Uploaded by

    Đỗ Hoàng Hà
    LO1 3-4

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 12

    I.

    Company Background
    1.1 Foundation

    On July 8, 1995 by the Ministry of Energy decided to establish the State-owned


    enterprise Ho Chi Minh City Electricity Corporation under Vietnam Electricity
    Corporation (now Vietnam Electricity Group).

    1.2 The board of directors: (slide)

    The members of the Corporation’s board of directors who held office up to the
    date are as follow:

    Mr. Pham Quoc Bao - General Director

    Mr. Bui Trung Kien - Deputy General Director

    Mr. Bui Hai Thanh - Deputy General Director

    Mr. Nguyen Thanh Nha - Deputy General Director

    1.3 The aim of the corporation

    The purpose of the company is to provide the best electricity supply and service
    quality to customers through the following contents:

     Diversifying electricity bill collection channels. Up to now, the company has


    expanded collection through 24 banks in Ho Chi Minh City and 06 payment
    solution companies with nearly 4,560 electricity collection points at: banks, post
    offices, and electricity stations. ATM, via SMS, internet banking... and other
    forms of collection authorization, payment authorization or payment authorization,
    automatic monthly debt deduction.
     Undergrounding works on medium and low voltage power grids combined
    with undergrounding of communication and lighting wires; Build transformer
    station projects using new technology (GIS).
    Currently, Ho Chi Minh City Electricity Company includes 16 affiliated
    Power Companies, 4 member companies, 2 Management Boards and 2 centers with
    nearly 7,400 employees.

    II. Situation 1 – Inconvenience caused by changing the date of recording


    meter readings.
    2.1 Description of the situation

    On the afternoon of September 7, at a conference on the city’s economic and


    social situation, the leader of EVN HCMC apologized to customers for the
    inconvenience caused by changing the date of recording meter readings, causing
    electricity bills in August to increase.

    Explaining this, Mr. Kien said that previously, the electricity bill calculation
    schedule (manually recorded) was assigned by power companies on a daily basis
    from the 3rd to the 25th of every month to ensure enough human resources.

    Currently automatic electrical recordings are completely remote. Therefore,


    the city electricity company recorded meter numbers at the end of the month, so the
    number of days of electricity usage by customers last month increased from 11 to 28
    days depending on the old electricity recording period.

    2.2 Reasons for studying this situation

     Normally, a power company will need to communicate with customers when


    they have changes related to their services through local loudspeakers or
    news on TV. Nowadays, with the development of social media, power
    companies can connect with customers through apps or fanpages.

     This situation can be considered a business communication problem as it


    involved a lack of clear communication between the Ho Chi Minh City
    Power Company and its customers.
     We can study how a company handles a difficult situation and learn the
    lessons for other circumstances in business communication.

    2.3 Analyze the situation based on the course


     Choosing the right channel: EVN used local agency, zalo and
    EVNHCMC apps to inform the customers about the change.

    These channels are quite narrow since many people have not installed the
    EVNHCMC customer care application or the person paying the electricity bill is
    not the person registering to acknowledge the electricity information. Moreover,
    the local agency often connects with residents through local loudspeakers, by
    which the information is easy to be missed.

     Anticipating the audiences and their reaction


    The post EVNHCMC informed the change failed at anticipating audiences and
    their reaction. EVNHCMC’s customers are usually adults, who have to go to work,
    have little time to listen to news and care about the price. The corporation did not
    answer fully the question “How much is known about the topic”. Since
    EVNHCMC only gave some basic information about the change without clearly
    informing them how to count electricity fees according to the new change.

    Only after receiving complaints, EVNHCMC explained through posts on facebook


    and answers in an interview.
     EVNHCMC reacted quite slowly to customers’ complaints.

    The electric bills were provided to clients on 31/8. Right after that, many
    customers complained about the unexpected increase in electricity price. However,
    till 7/9, EVNHCMC responded and gave apology.

     Gained an etiquette edge

    The representative of EVNHCMC used polite words, expressed sincere apology.


    2.4. Lessons

     Make it effective when informing about any changes which can affect
    customers.

     Use channels that are accessible to the majority of the audience.

     Anticipate how customers may react to the changes or updates and address
    any concerns or questions proactively.

    Case 2: EVNHCMC created a media page on Facebook to interact with


    customers
    - Reasons: Nowadays, social-media platforms are an extremely important
    environment for companies to communicate externally. A well-built page
    will help the company promote its image and connect with customers and
    partners. Therefore, we want to analyze how EVNHCMC build one of their
    platforms to evaluate whether they have succeed or not.
    - What do you expect to learn in general: ….

    - The page has 305k likes and 310k followers


    - Purposes: HOCHIMINH CITY POWER CORPORATION wants to maintain a good
    relationship and a positive brand image with other organizations or individuals.
    Therefore, created a page on Facebook to increase external communication
    - How to build a page:
     In the introduction section of the page included:
    Company name: Ho Chi Minh Power Corporation.
    Logo:

    Company Introduction: (EVNHCMC is one of five electricity distribution


    companies under the Vietnam Electricity Group (EVN).)
    Address: 35 Ton Duc Thang, Ben Nghe Commune, First District, Ho Chi Minh
    City, Vietnam
    Hotline: 1900 545454
    Email: [email protected]
    The company's main website: evnhcmc.vn
    Company operating status during the day (hours of operation - always open)

    -> Comment: The section gives viewer brief information about the company and
    also provides many ways for them to contact whenever a problem arise.
    - About the content of the page:
    - The target audience when building the fanpage: EVNHCMC customers, mainly
    households (Typically, the ones responsible for payment are parents or young
    individuals living independently aged 18+).
    - Posting frequency: average 3-5 posts/day
    Overall, EVNHCMC communicates externally on facebook, their posts are used for these
    purposes:
     Educating: posts educate people on how to use electricity efficiently, how to
    estimate electricity bill, principles to ensure safety when working, safety tips for
    using devices…
    o Posts like these are often created using videos or posters with cute and
    adorable images, along with concise and eye-catching captions.

    o Or even a status with simple words

    - Comment: Combining both of these posting methods is reasonable.


    Adorable images with trending captions will better reach a younger
    customer base, providing them with information on how to save electricity -
    > saving costs, using electrical appliances more efficiently. Short statuses
    will appeal to older customers who prefer simplicity.
     Instructing: instruct and guide customers on how to better use their service
     Informing news: provide information about EVN in particular or EVNHCMC in
    general. These posts will help the company showcase its achievements -> Increase
    brand awareness and promote the company's image to customers.
    Example: EVN focuses on implementing many synchronous olutions to prepare
    for power supply in 2024


    Example: Building company’s positive image: work ethic, doing social activities, caring
    the workers and employees

    - We choose a specific post to analyze


    This one is one of the posts that have the most comments. It is about message on using
    electric devices, it has 50 comments. This is a GIF (Graphics Interchange Format). By
    using this type of image, the company can combine multiple images at the same time. For
    fast-moving images, customers will have to click on the image to see the content of the
    image. This is entertaining and stimulates customers' curiosity. When they receive the
    image, they will read and understand the message being conveyed and this process can be
    repeated many times. The message is not only about how to use electrical equipment, it
    also has humane meaning. For example, let knowledge and ideas shed your way, Leave
    yourself as fresh as freshly washed clothes, Take care of your refrigerator with a positive
    mindset…
    These contents are short and simple but emphasize customer’s benefits: what they do and
    what they get.
    -> customers response positively under this post

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