Introduction
This essay provides a peer review and personal reflection on a group presentation analysing Scenario 4 from the BUS101 Professional and Business Communication module. The scenario involves FreshCart, an online grocery delivery company facing customer complaints about late deliveries, incorrect orders, and poor service responses, leading to declining loyalty. As a group, we selected this scenario to examine communication breakdowns and propose strategies for improvement. From the perspective of an accounting student, this reflection evaluates the presentation’s strengths and weaknesses, team collaboration, personal learning, and suggestions for enhancement. It draws on communication theories to underscore their relevance to professional practices, including in accounting where clear communication is vital for financial reporting and stakeholder interactions. The essay addresses key guiding questions, aiming to demonstrate critical self-assessment and application of module concepts.
Strengths of the Presentation
The presentation effectively highlighted the communication issues at FreshCart, using a logical structure with 10-12 PowerPoint slides as required. A key strength was the application of relevant theories, such as Berlo’s SMCR model (Sender-Message-Channel-Receiver), which we used to analyse how unclear customer service responses constituted a breakdown in the ‘message’ and ‘channel’ components (Berlo, 1960). This was supported by visual aids, including a diagram illustrating stakeholder involvement, which clarified the impact on customer loyalty. From an accounting viewpoint, this mirrored how miscommunication in financial statements can erode investor trust, similar to FreshCart’s declining reviews. The recommendations, such as implementing AI-driven chatbots for faster responses, were practical and evidence-based, drawing on real-world examples like Amazon’s customer service strategies. Overall, the presentation communicated complex ideas clearly, maintaining a professional tone suitable for a business audience.
Areas for Improvement
Despite these strengths, there were notable areas for enhancement. The analysis of communication challenges, such as digital barriers and conflict resolution, lacked depth in evaluating cultural factors, which could have been expanded using Hofstede’s cultural dimensions theory to address diverse customer bases (Hofstede, 1980). For instance, we briefly mentioned delayed responses but did not critically assess their impact on organisational performance metrics, like revenue loss from negative reviews. As an accounting student, I noted a missed opportunity to link this to financial implications, such as how poor communication affects budgeting for customer retention programs. Additionally, time management was an issue; the 10-minute delivery felt rushed, leading to some slides being skimmed, which reduced clarity. Visual aids were sometimes overcrowded, potentially overwhelming the audience.
Team Collaboration
The group of three members collaborated reasonably well, with tasks divided equitably: one handled theory application, another researched recommendations, and I focused on the implementation plan. Regular virtual meetings via Zoom facilitated this, drawing on workplace communication strategies from the module. However, unequal contribution emerged during rehearsals, where one member dominated discussions, creating minor resistance akin to the rumours in Scenario 5. Despite this, we resolved conflicts through open feedback, ensuring all participated in the delivery. This experience highlighted the importance of ethical communication in teams, relevant to accounting firms where collaborative audits require balanced input.
Personal Learning and Constructive Feedback
Through this activity, I developed key communication skills, such as structuring arguments logically and using evidence to support recommendations—skills transferable to accounting, where explaining financial data to non-experts is crucial (Argenti, 2017). For example, presenting on service recovery strategies improved my ability to articulate complex problems, much like justifying accounting decisions in reports. However, I learned that I need to enhance public speaking confidence to avoid hesitation. For future presentations, groups should incorporate more rehearsal time and peer feedback sessions early on to balance contributions. Additionally, integrating more primary sources, like customer review data, could strengthen evidence. In professional settings, such as accounting consultations, applying digital tools for real-time collaboration would mitigate similar issues.
Conclusion
In summary, the presentation on FreshCart’s communication challenges demonstrated sound analysis using theories like SMCR, with strong recommendations but room for deeper critical evaluation. Team collaboration was effective overall, fostering personal growth in communication skills applicable to accounting. These insights underline the broader implications of effective communication in maintaining organisational health and stakeholder trust. By addressing identified weaknesses, future efforts can achieve higher standards, ultimately enhancing professional competencies in business and accounting contexts.
References
- Argenti, P.A. (2017) Strategic Corporate Communication: A Global Approach for Doing Business in the New India. McGraw-Hill Education.
- Berlo, D.K. (1960) The Process of Communication: An Introduction to Theory and Practice. Holt, Rinehart and Winston.
- Hofstede, G. (1980) Culture’s Consequences: International Differences in Work-Related Values. Sage Publications.
