This article offers a Case Study: The Cost of Poor Communication. Learners may read and discuss it in groups to find out the best answers to the questions given in the end.
Case Study: The Cost of Poor Communication
Iqbal worked in Majeed Export Services Attock for a year as a Public Relations Officer (PRO), and he was laid off as the entire Attock branch was closed due to recession. He decided to meet the CEO for possible outplacement as the organization had several other branches to accommodate him. However the secretary of the CEO, Ms. Zubaida did not permit Iqbal to meet by saying that CEO was busy. Iqbal returned without meeting the CEO. He got better employment opportunities elsewhere and joined.
Iqbal, being a competent person, wrote an article for an international journal while working in the new organization. It was published after 9 months and received complimentary copies from the publisher. Therefore, Iqbal wanted to share the successful publication with his former CEO and went to meet him to gift the article as a complimentary copy. Below was the conversation Iqbal had with the secretary of the CEO.
Iqbal: I would appreciate if you could arrange an appointment with the CEO. I want….. (Secretary interrupted)
Secretary: Why did you come? We had already handed over your résumé to Mr. Zakir for outplacement. You may go now.
Iqbal: I did not come for employment opportunities. Don’t assume that people would come here for employment only. I have come to gift a complimentary copy of my article featured in an international journal. The CEO would be glad to share the success.
Secretary: No, No, the CEO sees everything and knows everything as every article publication is known to him.
Iqbal: It is not departmental journal. It is a prestigious journal globally and I want to inform him and gift the article.
Secretary: “You will not get an appointment. The CEO is busy” (said firmly.)
Iqbal: I anticipated that CEO would be busy and I have already written the details of my name over the complimentary copy.
Secretary: Okay, leave it and go. (She said impolitely and started looking here and there)
Iqbal handed over the complimentary copy to Secretary.
Iqbal: Fine, please hand over to the CEO. I am leaving the place. However, I will send an email to the CEO about my coming physically to gift the article. (Secretary probably worried as Iqbal had already mentally prepared to send the email and keep the CEO informed. If the Secretary had any intention to skip handing over the complimentary copy, the CEO will know as Iqbal would send mail).
Iqbal handed over the complimentary copy to Secretary and departed the office. He sent an email to his ex-CEO about his coming and he could not meet as the latter was busy with his schedules.
After 5 hours, the Secretary telephoned Iqbal and said firmly, “CEO told to return the article to you. You come and take the article back.”
Iqbal replied, “It is the complimentary copy meant for the CEO only”. Secretary insisted to take back the article immediately. Iqbal told Secretary to courier and he was about to give his address. Secretary interrupted Iqbal’s conversation and replied, “No we don’t send you through courier. You have to come and take.” Iqbal responded politely, “Right now, I am far away from that place. When I come to that area I would take back the article.” The very next day, Iqbal received an email from his ex-CEO congratulating him for the publication and thanked for coming all the way to gift the article. Iqbal felt excited that his ex-CEO was pleased with the publication.
Questions Regarding the Case Study: The Cost of Poor Communication
- What aspect/aspects of communication does this case study cover?
- What are the possible reasons behind Zubaida’s non-cooperative attitude?
- Was it right for Secretary in insisting to come and take the complimentary copy back physically instead of couriering? Why do you think she is doing this?
- What type of officer the CEO is?
- Your Recommendations?
After reading and analyzing the above case study on communication skills, learners will be able to determine which aspect/s of communication does this important case study on communication skill explore. While working in a group, the new learners are in a better position to explore their own pool of knowledge and apply it in a more constructive manner.
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