The importance of effective communication
A Building Societies Association case study

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Page 5: Barriers to communication

Barriers can get in the way of effective communication. This is known as 'noise'. Noise makes communication less efficient and less cost-effective.

For example, if a change occurred to legislation, such as changes to deposit protection, the message explaining this to building society staff would be different to that for its customers. Each version would need to be written and presented to make it meaningful to the chosen group.

The key to effective communication is to cut down the amount of noise in order to keep the message clear. To minimise problems, the BSA and its members make sure that:

  • senders understand what information has to be transmitted, to whom and when. They know which channels of communication are most appropriate
  • messages are in the right format
  • messages are written in clear English with as little use of jargon as possible so readers understand. For example, the term 'mutuality' could be explained as members and customers being the same thing.

Building Societies Association | The importance of effective communication