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Question: Discuss About The Management For Organizational Excellence? Answer: Introduction Customer communications cover the field that requires an organization to take measures related to communication that enables continuous exchange of interactive information across customer networks to build profitable relationships with customers. There is a growing demand for efficient customer service among customers for addressing their personal needs and requirements. Hence, it is the goal of the customer communication to establish, expand and maintain customer retention and customer relationships. This paper aims at evaluating and analyzing the role of customer communication in efficient management. The first section of the paper discusses and provides a general idea on customer communication. The second section of the paper discusses the areas where customer communication must be implemented and the ways through which they can be incorporated or executed. The third and final section of the paper points out the advantage and benefits of effective customer communication that can p rove beneficial for a business organization. Overview of Customer Communications Management (CCM) With the rising awareness of the importance of customer communication, customers have become more likely to engage and communicate with the vendors. Hence, customers preferences for efficient and effective communication with their vendors are also increasing. Therefore, it has become important for companies to pay attention to the needs of customers by maintaining effective communication with the customers. Customer communication helps the business organizations to frame, personalize and convey information to the customers about their products, services and support throughout their lifecycle through various output media (Goetsch and Davis 2014). The platforms for communicating with the customers can be many, such as marketing, adopting new products, transactions of purchases, and supporting the customers and responding to their queries. Effective customer communications management helps in enhancing the customer experience, end-to-end. Successful and effective implementation of CCM s trategies allows a business organization to engage the customers more personally with the industry while effectively communicating with them via various channels with very little effort. With the emergence and advent of a digital age, customers have become more digitalized as well. Traditionally, the journey of the customers had been linear starting from identifying or discovering an object to evaluating the same to finally purchasing it. However, to state facts, today customers are digital and require a kind of flexibility in the communications processes taking place from the side of the business organization (Alteren and Tudoran 2016). The customers want to be better advised and prefer to have better knowledge on the options they have beforehand and this can be made through effective communications with the customers. Areas of Implementation of Customer Communication The most important tools for customer communication are the ones that help in the establishment of stable customer relationships. In fact, it has been seen that having active communications with the customers is the most effective way to engage customers into interacting. Moreover, indulging the priority customers into active communication is the most effective way to ensure growth of business profitability through customer retention and the establishment of customer loyalty that can prove to be a competitive advantage for business organizations (Mahr, Lievens and Blazevic 2014). Therefore, customer communications has become a number one priority for most business organizations especially given to the fact that there has been a rise in the existence of similar products in the market. In other words, it can be said that customer communications has become necessary for the establishment of trust and reliance among customers and to optimize the operations of customer management of compa nies while providing guarantee for the growth in customer retention rates and for the establishment of long-term customer relationships. However, it is a fact that many companies do not rely on interactive communication with the customers. They encourage hand written mails for the purpose of communicating with the customers since they consider it to be more personal and therefore hopes to establish a better and more stable and personal relationship with the customers. However, such a method of implementing customer communications is not efficient enough. It is so because such approaches to implementation often does not contain any idea on how to address or solve personalized communications (Berger and Iyengar 2013). Furthermore, such types of communication often face technical and organizational glitches as well as the problems associated with limited investment resources. With the emergence of the Web 2.0 and advanced technologies, customers have started preferring active interactions via the web-based media apart from the traditional media (Choudhury and Harrigan 2014). Hence, companies have started giving the web the most importance to carry out active communication with the customers. They have started using platforms like the social media, the customer feedback channels, web pages and official sites and e-mails for communicating information with the customers. Moreover, concepts such as the Customer Relationships Management (CRM) and Enterprise Content Management (ECM) are all integrated within the customer communications framework. The major areas that should be focused on for an active customer communication resulting in a greater customer experience are customer feedback and satisfaction, and customer engagement in company policies (Cornelissen and Cornelissen 2017). Addressing customer feedbacks is essential since it develops within the customers a sense of importance. Responding to the grievances and issues of the customers through active communication facilitates the establishment of the customers trust on the companies as well as renders them a sense of satisfaction on being heard (Filip 2013). Moreover, they feel closer and are able to identify with the organization on a personal level. They also feel ensured that they can reach the organization whenever necessary and their issues will be heard and that the company is always at their service. With regard to customer engagement in the company policies, customer communication plays an important role. Active customer communication from the side of the compa ny, allows the customers to receive information about the company and therefore gain a more elaborate view of the company. Moreover, it enables the customers to play an active role in the decision-making activities of the company as high priority stakeholders since it is they who are affected the most from the company decisions. Customer communication should also be implemented to help the customers gain knowledge about the (Bruhn and Schnebelen 2017)new products adopted by the company along with any new changes made in the old products. Moreover, customer communication helps the companies to get valuable insights from the customers as to any new recommendations or changes that should be made in the company policies and management for the betterment of the companies. Hence, customer communication strategies should be implemented at areas that require and ensure active and interactive participation of both the customers and the companies through mainly web based and digital platforms . Benefits of Customer Communications and Scope for its Improvement It must be noted that customer experience is one of the factors that decides the success of a business organization. To ensure greater customer experience, companies must engage in active interaction with the customers. Active communication between customers and companies can be beneficial for the business in a number of ways. First, it results in the enhancement of customer service that serves as a major concern among the customers of the 21st century. Second, it helps in gaining important feedbacks form the customers that prove beneficial for the companies in case some strategies or provisions need to be improved (Cui and Wu 2016). Third, customer communication between customers and companies helps in maintaining a positive brand image. Fourth, effective customer communication management helps in establishing brand loyalty among customers (Dimyati 2015). Fifth, effective customer communication ensures customer retention and enables the company to attract new customers and thereby e xpand the business. Sixth, effective customer communication that leads to greater customer experience helps the company to achieve growth in their revenue and profitability. Seventh, efficient customer communications management also ensures positive promotion of the brand through word-of-mouth (Blazevic et al. 2013). Eighth, customer communication is more likely to cost less reducing the need for extensive marketing and expenses required for campaigns aimed at customer retention. Ninth, effective customer communication will create open platforms comprising of opportunities to up-sell and cross-sell. Tenth, and finally, it has been seen often that customers who are engaged in effective and active communication with the companies are more likely to forgive and forget a mistake on the part of the company. Effective customer communication can be achieved and improved in a number of ways. Companies must develop web-based and digital platforms for improving the standards of customer communication (Samson, Mehta and Chandani 2014). Companies must engage and economics the customers to share their feedbacks and issues and must respond immediately to the grievances of the customers (Filip 2013). Companies must also inform the customers about any new products or policies adopted via the communicating platforms like social media, traditional media, and official sites of the company. Companies must conduct surveys among customers and gain perceptions of their satisfaction level on the operations and management of the company and ask for their suggestions as how to improve them and then act accordingly. Conclusion In conclusion, it can be stated that customer communication is an essential paradigm related to business management. Effective communication with customers not only helps the organizations to attend to the demands of the customers, but also helps in ensuring greater customer experience. In fact, interacting with customers on an active basis ensures better customer service that is necessary for customer retention and establishing customer brand loyalty. References Alteren, G. and Tudoran, A.A., 2016. 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