Sardar Patel Institute of Technology

Bhavan’s Campus, Munshi Nagar, Andheri (West), Mumbai: 400058, India

(Autonomous Institute, Affiliated to University of Mumbai)

SOFT SKILLS - I
7 Cs of COMMUNICATION

Let’s Discuss:

Recently, KLM Company bagged a large project for developing the Customer Relationship Management
(CRM) software for an esteemed bank, Prosper Bank. Leo and his team are going to work on the ‘Prosper
CRM’ Project, as it was named. The schedule for the project was very tight and all the team members including
Leo were required to work extra hours. As per KLM’s Company Policy, each employee had the flexibility to
put in extra hours either from office or from home. Hence, an employee working extra hours from home could
access the company servers by logging into the Company’s Virtual Private Network (VPN) from his home. Leo
submitted the initial design document to the client for their review. He waited for the client’s call over the entire
weekend but did not receive any call from them. He also checked his mail but did not see any mail from the
client.

In fact, the client had tried calling Leo several times over the weekend and was frustrated that Leo had not given
his mobile number correctly to him. Leo lost face in front of the client and also valuable time was wasted as the
design document was not finalised over the weekend.

Hence, you can understand the criticality of effective communication. All this confusion could have been
avoided, if Leo had shared his mobile number and then cross checked with the client to see if the client had
noted it down correctly. Also, Leo could have emailed the mobile number to the client rather than dictating it,
for more clarity and accuracy of the message.

Thus, effective communication is very crucial which involves many factors that have to be considered to make
it effective such as the ‘Seven Cs of Effective Communication’.
 7Cs of Effective Communication
When we talk about ‘Effective Communication’, one thing that comes to mind are the basic
principles of effective communication to make sure it reaches the target audience effortlessly.
These principles also establish the style and importance of the message, and are commonly known
as “7 Cs of Effective Communication.”
7Cs of Effective Communication
1. Completeness
2. Conciseness
3. Consideration
4. Concreteness
5. Clarity
6. Courtesy
7. Correctness

1. COMPLETENESS
Any communication must be complete. It should convey all facts required by the audience. The sender of
the message must take into consideration the receiver’s mindset/purpose and convey the message
accordingly. A complete communication has following features:

● Complete communication develops and enhances the reputation of an individual/organisation.

● It always gives additional information wherever required and leaves no questions in the mind of
the receiver.
● It helps in better decision-making by the receivers of the message as they get all desired and
crucial information.
● It persuades the audience to listen and evaluate emphatically.

The Significance of 5 five W’s

The five W’s complete the answer in multidimensional aspects.
● WHO?
● WHAT?
● WHEN?
● WHERE?
● WHY?
The five-question method is useful when you write requests, announcements, or other informative
messages.
● For instance, to order (request) anything, 5-question method makes clear
WHO wants it?
WHAT do you want?
WHEN do you need it?
WHERE it is to be used
and WHY do you want it.?

Bad Example

Hello everyone,

Please make sure to carry all the items tomorrow for the meeting.

Regards
Amar.

The message is clearly incomplete. There are no details as to what items, which meeting, and at what time.

Good Example

Hello everyone,

Just a reminder that we have a meeting scheduled at 10.00 am tomorrow to discuss the Britannia event. Please
make sure you get all the event props that need to be presented to the client.

Regards
Amar.

2. CONCISENESS
Conciseness means “conveying the message using only required words”. “Conciseness is the prerequisite
to effective business communication.” As you know, authorities in any institution have very little time.
Hence, a concise message saves the time and expenses for both the parties.

How to achieve Conciseness?

For achieving the conciseness you have to consider the following:
➢ Stick to the purpose of message
➢ Avoid wordy expressions.
➢ Include only relevant material.
➢ Avoid repetition or unnecessary info.
Bad Example

Dear Bharat,

I wanted to talk about the video editing ideas we sort of planned out the other day. Don’t you think it would
make a lot of sense to also add additional elements to the videos? I mean, I think that would sort of improve the
quality of the videos as well as have a stronger impact on the client’s message.

For instance, we could add a dissolve transition to each movie, which would then give it a seamless flow. This
would then make the video cleaner and be more appealing in the minds of the people. The impact would just be
a lot greater. This makes a lot more sense according to me.

What do you think?

Regards
Aaron.

There is a lot of repetition in this email and it is quite long. The email can be made shorter and to the point.

Good Example

Dear Bharat,

I wanted to discuss the video editing ideas we planned out yesterday. It would be better to add additional
elements to the video in order to have a stronger impact on the client’s message.

A dissolve transition would give a seamless flow to each movie and make the videos cleaner and appealing in
the minds of the target audience.

What do you think?

Regards
Aaron.

● Avoid unnecessary repetition

Sometimes repetition is necessary for emphasis and focusing on important issues. But when the same thing is
said multiple times without a good reason, the message becomes wordy and boring. That’s why try to avoid
unnecessary repetition.

● Eliminate unnecessary words

Use a shorter name after you have mentioned the long once. For instance, instead of Spectrum Solution Private
Limited, use Spectrum Pvt. Ltd. or for Bharat Sanchar Nigam Limited, use BSNL. Use pronouns or initials e.g.
Lahore Development Authority becomes LDA or IT for Information Technology. (Keeping in view that the
receiver knows about these terms.)
3. CONSIDERATION

Consideration means – To consider the receiver’s Interest/Intention. It is very important in effective

communication while writing a message that you always keep in mind your target group. Consideration is very
important among all the seven Cs of Communication.

Ways to Indicate Consideration

● Focus on “You” instead of “I”
● Show how the reader benefits
● Emphasise positive, pleasant facts

You Attitude
● Always write a message in such a way that the reader should benefit from it.
● The reader may react positively when benefits are shown to him.
● Always try to address his/her needs and wants.
● Always show the reader what has been done so far as his/her query is concerned.

Bad Example
Send us the details.

Good Example
Please send us the details of your order so that we can start with the process and deliver it at the earliest.

4. CONCRETENESS

Being concrete means that message should be specific instead of general.

Misunderstanding of words creates problems for both parties (sender and
receiver). When you talk to your seniors, always use facts and figures
instead of generic or irrelevant information. Always write on a very solid
ground. It should definitely create a good image as well.

Examples:
General: ABC is a very good program and stood first in the rating.
Concrete: The rating of ABC’s episodes is 8.9. It is very good and stood first in rating.

Bad Example : Our company suffered a huge loss.

Good Example : Our company suffered a loss of 25 lakhs.

5. CLARITY
Conveying accurate messages is the purpose of clarity. In effective communication the message should be very
clear, so that the reader can understand it easily. You should always choose precise, familiar and easy words.
Construct effective sentences and paragraphs. Use short simple sentences.

Bad Example

Hi Pete,

I would like to schedule a meeting with you in regards to yesterday’s conversation. The topics you covered were
great, and I’d like to speak about them in detail. Please let me know when you would like to have this meet.

Regards,

Chris

In the above example, we do not know which conversation Chris is referring to. If Chris had met Pete on
multiple occasions that day then he wouldn’t know what Chris is actually talking about.

Good Example

Hi Pete,

I would like to schedule a meeting with you in regards to your presentation on email marketing. The topics you
covered were great, and I would like to discuss implementation on our current clients. Please let me know when
you have the time so that we can discuss it in detail.

Regards

Chris

In this example, the reader knows exactly what is expected of him because the message is clear.

6. COURTESY

Knowing your audience allows you to use statements of courtesy; be aware of your message receiver.
True courtesy involves being aware not only of the perspective of others, but also their feelings. It is not
just politeness with automatic placing of “please” and “Thank you”. “Warm regards.” “Feel indebted and
obliged.” Although Applying socially accepted manners is a form of courtesy, rather it is politeness that
grows out of respect and concern for others. Courteous communication generates a special tone in their
writing and speaking.

Bad Example

Dear Suzie,

I have noticed that there are always delays in the orders. You need to focus on the orders department as a
priority. Please get all the orders cleared ASAP!
Regards
Greg

There is a very good chance that the reader will get angry if they receive a message like this. It might result in
creating a toxic environment rather than solving any issues. Here is another way you can convey the same
message:

Good Example

Dear Suzie,

Thank you for your work at the book fair. I have noticed that there are orders pending which need to be cleared
on priority. I would appreciate it if you could focus on getting these cleared so that we can avoid any delays to
the customer.

Thanks a lot, and please let me know if you have any questions regarding the same.

Best,
Greg

Now you can see that the same message has been conveyed in a constructive and positive manner. The reader
would be more likely to respond positively in this case rather than react.

How to generate a courteous tone?

The following are suggestions for generating a courteous tone:
⮚ Be sincerely tactful, thoughtful and appreciative.
⮚ Use expressions that show respect for others.
⮚ Choose fair expressions (like chairperson and not chairman).
Though few people are intentionally hasty or blunt, these negative traits are common cause of
discourtesy, avoid expression like those in the left hand column below; rephrase them as shown in the
right-hand column

Tactless and Blunt : Such a stupid letter! Can’t understand.

Tactful and Polite : I find it a little difficult to understand the letter because of jargons. Could you please
explain it again ?

Writers who send pleasant, courteous messages of deserved congratulations and appreciation (to a
person inside & outside the organisation) help to build goodwill. The value of goodwill or public
esteem for the firm is priceless.

7. CORRECTNESS
At the core of correctness is proper grammar and spelling. A message must be perfect
grammatically and free from errors. The term correctness, as applied to business messages also
means three characteristics;
a. Use the right level of language
b. Check the accuracy of figures, facts and words
c. Maintain acceptable writing mechanics / format

Facts, Figures Accuracy

It is impossible to convey any message precisely, if we use incorrect facts or words. Our goal is to be as precise
as possible, which means checking and double-checking words, facts and statistics we wish to use.

Proper use of Confusing Words

A language keeps constantly changing. In fact, even dictionaries cannot keep up with rapid change in
a language. Following words often confusing in usage:
Accept, Except: Accept is a verb and means to receive whereas except is a verb/preposition and
relates to omitting or leaving out.
Nervous, Eager: Whereas nervous implies worry, eager conveys keen desire.

Bad Example

Hi Sam,

It was wonderful meeting you last weak. I had a good time. I’m sure we will be able to do some great work on
this project. Let me know weather you need any supplies from the company and I’ll get them delivered as soon
as possible.

Thanks again, speak to you soon!

Regards
Desmond.

If you notice, in the above email, there are two errors. The first one is the writer has spelled week incorrectly
and the second is the use of the word weather instead of whether. Spell checkers don’t always work so make
sure you proofread everything.

*COHERENT

You can achieve a coherent message by structuring it to suit your audience. You should organise your key
messages so that everything flows naturally. When you’re able to point out your thoughts in a sequence that
tells, your audience will be able to follow along and remember what you said.

Describe things in chronological order. Introduce follow-up tasks in the order of importance.
The 7 Cs of Communication are:

1. Clarity: Clear and concise language to avoid confusion

2. Correctness: Accurate information, grammar, and spelling
3. Completeness: Providing all necessary information
4. Conciseness: Brief and to-the-point message
5. Consideration: Empathy and respect for recipient
6. Concreteness: Specific, tangible, and definite language
7. Courtesy: Polite and respectful tone
* Coherent : Structured and chronological message

Let’s Practise :
 ● Rewrite the following as directed :

1. The new policy will start soon and you'll need to do some training. ( Make it clear and complete )

Answer : The new policy will come to effect from January 1st, 2015 and all employees are required to attend a
training session from 14th December 2015 to 16th December 2015 for the same.

2. Your order was shipped yesterday, and it will arrive the day after tomorrow.

Answer : According to our records, your order was shipped on April 20th 2023 from our Nagpur Branch. It will
arrive on April 22nd 2023. In case of delay, please contact our customer service at 9999 9999.

3. We would like to take this opportunity to inform you that your proposal has been received and is
currently under review, and we will notify you shortly. ( Make it concise )

Answer : Please submit your proposal by Friday, December 17th, to be considered for the project.

4. Our company offers great benefits, but details will be provided later. ( Make it clear and complete )

Answer : Our company offers a comprehensive benefits package, including health, dental, and vision insurance,
as well as a 401(k) matching program.

5. Our sales have been doing well lately. ( Make it concrete )

Answer : Our sales increased by 15% in the last quarter, resulting in a profit of $1.2 million.

● Read the following and answer the given questions :

1. Scenario:
You're Jim, Manager of IJK Company, informing an employee, John, about a project deadline extension.

Original Message:
"Hey John, project deadline changed, call me."

Rewrite the above message using 7 Cs of Communication.

Answer:

Hello John,

I'm writing to inform you that the project deadline has been extended to Friday, 15th October. This
change allows for additional review and refinement. Please contact me at 555-1234 to discuss further.

Best regards,
Jim
IJK Company

2. Scenario:
Informing employees about a company-wide meeting.
Original Message:
"Meeting tomorrow, don't forget."

Rewrite the above message using 7 Cs of Communication.

Answer:

Dear Team,

We have a company-wide meeting tomorrow at 10 AM in Conference Room 305. The agenda includes
quarterly updates and new project discussions. Your attendance is valuable, and we appreciate your
participation.

Best regards,
Ms. Shivangi Kumar
Head of Sales and Marketing
Greentech Solutions

CASE STUDY :

Read the following and answer the given questions :

1. Scenario:
XYZ Corporation's HR department sends an email to all employees announcing changes to the company's
health insurance policy.

Original Message :
Health insurance policy changed.

Questions:
a) Critique the Original Email with respect to 7Cs of Communication
b) Rewrite the Announcement

Answer :

a) Critique the Original Email:

The original email lacks clarity, completeness, and consideration. Key details are missing, and the tone is
abrupt. Specifically:

- Clarity: The email does not clearly explain changes to deductible and copayment.
- Completeness: The email lacks information on enrollment process and support.
- Consideration: The tone does not acknowledge employee concerns.

b) Rewrite the Announcement:

Subject: Update on Health Insurance Policy

Dear Employees,

We are writing to inform you of changes to our health insurance policy, effective immediately. The new policy
includes:

- Increased deductible ($500 to $650)

- Revised copayment structure (20% to 25%)
- Enhanced coverage for existing medical conditions

To enroll or update your coverage, please visit our HR portal. If you have concerns or questions, please contact
our support team @xyz.customercare.ac.in.

Thank you for your understanding.

Best regards,
Ms. Trilochana Ojha
HR Department
XYZ Corporation

2. Scenario:
A customer posts a complaint on social media about a defective product received from ABC Inc. and expects an
appropriate response.

Company’s Response :
One should check before taking the delivery of a product. We cannot help you.

Questions:
a) Evaluate the Company's Response
b) Craft a Revised Response

Answer:

a) Evaluate the Company's Response:

The company's initial response lacks :

● Concreteness : The response fails to provide a clear solution.
● Consideration : The tone is generic and dismissive, lacking consideration for the customer's plight.
● Courteousness - The response is impolite and disrespectful.

b) Craft a Revised Response:

Subject: Response to complaint ID XXXX3456

Dear Mr. PQR,

Sorry to hear about the defective product. We're committed to making it right. Please send us your details with
your order number, photos of the defective product and we'll expedite a replacement or refund.
Contact our support team at [email protected] for assistance.

Thank you for your patience.

Sincerely,
ABC Inc.