Client-organization communication - the search for balance in responsiveness
Client-organization communication - the search for balance in responsiveness

Summary/Abstract: Communication (especially marketing communication) is a job that should be done in the work time. Meanwhile, through modern client-to-business communication tools, the customer influences the organization’s pattern of behavior by requesting immediate information. If a client has to wait for an answer, he may even reject the transaction. Organizations, in turn, tend to use tools to reduce the perceived waiting time. For the purpose of the article, three theses have been put forward: The client requests an extension of communication hours with the organization. The client does not want to feel that he is waiting for an answer from the company. Organizations work on reducing the perceived waiting time. An overload of communication, information, and news seems to be a common perception nowadays. The information society operates “under a more-faster-better philosophy of life”. Probably, to defend themselves from wasting time, people have to value this resource and allocate it in a considered, thoughtful manner to the things they appreciate.

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