Breakdown of elements in the communication process within this conversation:
| Sender | Customer |
| Encoding | The customer has conveyed her experience with the kiosk machine through verbal speech. |
| Message | To inform the service agent that she is unable to check in |
| Decoding | The ground agent decoded the message and understood the problem. |
| Receiver | Ground agent |
| Response/feedback | The ground agent replied by providing a solution and asking the customer to check in at the counter instead. |
| Context | Between the service user (customer) and the service provider (ground agent) |
| Noise | Potential background and environment noise at the check-in counter area include public announcements, other passengers’ conversations and noise generated from nearby machines and equipment. |
The arc of distortion
Joyce Osland et al (2006) explained that the arc of distortion model takes place when the sender’s original intended message is interpreted entirely differently by the receiver. This discrepancy occurs due to communication gaps. A communication gap occurs due to various reasons that cause the receiver to decode a different meaning of the actual message.1
Figure 2-2: Arc of distortion.
When A (sender) is sending a message to B (receiver), the message may be understood in different ways due to the arc of distortion. The arc of distortion creates a communication gap containing various elements that results in ineffective communication. These elements are also known as the noises within the communication process that cause communication barriers.
Communication barriers
Dickson (1999) has defined several sources of noises. These noises create barriers to the effectiveness of the communication process.2
Psychological
The perceptual biases of the receiver often affect how a message is interpreted. Stereotyping often affects the delivery of the message as one individual judges another based on characteristics such as race, way of dressing and physical appearance. For example, one would usually assume that a customer who is wearing singlet, shorts and flip flops is taking economy class.
Semantic
The message can be distorted due to cultural differences and language barriers. Words, phases, signs and symbols may not be interpreted in the same way by people from different cultures. Words can have distinctive meanings in different contexts, time and situation. For example, the sentence “We saw her duck.” can be interpreted as either to look at a duck that belongs to a woman or to look at someone squatting down quickly to avoid something. Another example is when a cabin crew asks a customer who is not familiar with the local cuisine to choose between chicken noodles or a vegetarian meal. The customer may assume that there are three choices to choose from: chicken, noodles and vegetarian.
Environmental
The environment can create communication barriers due to the factors present at the actual communication channels. These include the layout of the location, temperature and lighting among the others. For example, before the aircraft’s final descent and landing, the purser will turn the cabin’s lights to the brightest while alerting passengers to fasten their seat belts.
Demographics
Factors related to demographics such as age, gender and nationality can influence the way a message is interpreted. An individual may shake their head to demonstrate that they disagree about something while another of same nationality may do the same as a gesture of agreement. In addition, the nodding of one’s head may be a universal sign of agreeing, it does not necessarily show approval.
Disability
Deafness, blindness or speech impairment are examples of physical disabilities that may cause communication barriers. External assistance may be needed in these instances to overcome these barriers in order for both the sender and the receiver to communicate effectively.
Organizational
The lack of communication between teams can also create a barrier to effective communication. For example, a customer seated in the first-class cabin told the cabin crew that he does not wish to be disturbed during meal time. However, the message was not conveyed clearly to the rest of the team and the customer became very upset when a serving member of the crew woke him up.
Eliminating barriers to communication
Clear and concise messages
Frontline service agents should always use simple sentences for efficient communication with customers, especially when dealing with complicated situations. This is to avoid any confusion and to ensure customers are able to follow the instructions and advices without any difficulty.
| Customer: | I have booked my ticket through a travel agent in March and they have confirmed that I am getting a window seat. This was also confirmed when I called to reserve my seats two days ago. It is not right for you to give my window seat away and give me an aisle seat. This is unacceptable! |
| Service agent: | Mr. Smith, am I right to say that both your travel agent and our reservation agent have confirmed that you have been assigned a window seat? |
The customer has raised several different issues in this conversation. The service agent immediately identifies the problem and addresses the customer’s concerns.
Avoid using slangs or jargons
Slangs and jargons are widely used within the airline industry. These phases are used for service agents’ own internal communication purposes and customers may not understand these terms. Misunderstanding and dissatisfaction can be created when service staff use slangs or jargons and this further confuses customers.
A flight is overbooked, and the airline is looking for passengers who are willing to give up their seats and board another flight.
| Service agent: | Excuse me, sir, we are looking for two DB customers. Can you help us? |
| Customer: | I’m sorry but what are you talking about? I don’t understand. |
The term “DB” or “Denied Boarding” is widely used in the airline industry to refer to volunteers who give up their reservations in exchange for certain benefits. If an insufficient number of volunteers come forward to allow the remaining passengers to board the flight, the air carrier may then deny boarding to passengers against their will.
Whisper down the lane
When a message is delivered through many parties verbally, the message may sometimes be altered in the process. This is mostly seen within the airline internal communication when the top management relays new information and asks the manager to spread the information down the hierarchy. As service agents pass the message down from one to another, it may get distorted and the meaning of the original message may be completely altered. This can result in inaccurate rumors that cause misunderstandings and damage the company’s reputation.
This can be avoided when the message is directly delivered to each receiver or sent out in a written format such as emails or text messages so as