Communicating with customers:

A study on Shahjalal Islami Bank Ltd

[Submitted to]
Nafiza Islam
Assistant Professor
Department of Management Studies

[Submitted by]
Tanha Rasheed Teep
ID- 1756
Batch-11
Session- 2019-20

Course Name- Business Communication

Course Code- Mkt 109
Date of Submission; 10.03.2021

Department of Marketing
Faculty of Business Studies
Jahangirnagar University
Savar, Dhaka

Communicating with customers:

i
A study on Shahjalal Islami Bank Ltd.

[Submitted to]
Nafiza Islam
Assistant Professor
Department of Management Studies

[Submitted by]
Tanha Rasheed Teep
ID- 1756
Batch-11
Session- 2019-20

Course Name- Business Communication

Course Code- Mkt 109
Date of Submission; 10.03.2021

Department of Marketing
Faculty of Business Studies
Jahangirnagar University
Savar, Dhaka

ii
 Tanha Rasheed
Id- 1756, Batch-11
Department of Marketing
Jahangirnagar University

March 10th, 2021

Nafiza Islam
Assistant Professor
Department of Management Studies
Jahangirnagar University

Subject: Submitting Course Report.

Dear Madam,
This letter is written to inform you that I have submitted the report conducted on ‘Communicating
with customer: A study on Berger Company’. In terms of making the report I had gathered
necessary from one of the employees.

I hope this report making experience will help me in my future professional life as I have gathered
a lot knowledge and experienced some challenges.

Your guidelines and support throughout the process has helped me a lot. I am grateful for your
guidance and help.
Kind Regards
Tanha Rasheed

Postal Address- Savar, Dhaka

Email- tanharasheed20@gmail.com
Contact No- 01716265019

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 Acknowledgement

I would first like to thank my course instructor Nafiza Islam who guided and instructed me with
all necessary guidance and information needed to finish this report.

Special thanks to Mr. Mohammad Towfiqul Islam (Senior Vice President, Head of Investment
Administration Department). He has provided me his valuable time and information needed to
complete the report. The completion of this report could not have been successful without his help.

Finally, I would like express my gratitude to my caring family for supporting me in this process.
And to my fellow mates who provided me information whenever I needed. Most importantly
thanks to almighty Allah who helped me in everything. Without his help it won’t have been
possible for me finish the report fruitfully.

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 Executive Summary

Business communication is a broad concept that is related to any sharing of information in a

business or enterprise for the sole purpose of benefiting the organization. This includes relaying
information in a variety of forms, which can be carried out on a myriad of platforms and devices.
Business communication often includes two phases: relaying of information, and feedback, the
latter of which is equally important in order to optimize all business workflows and to ensure that
everyone is on the same page. In this report, I tried to show how Shahjalal Islami Bank ltd.
communicates with their employees, customers and others. What process and steps they follow to
make their company successful.

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 Table of Content

Chapter Name Page Number

Title Fly i
Title Page ii
Letter of Transmittal iii
Acknowledgement iv
Executive Summary v
1 Introduction 1-2
2 Methodology 3-4
3 Organizational Overview 5
4 Literature review 6-8
5 Analysis and Interpretation 9-10
6 Summary of findings 11
7 Conclusion 12
Appendics 13
Referrence 14

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 Chapter 1
Introduction

1.1 Background
In order to convince people to entrust a bank with their life savings, valuables, or any other asset,
it is very important that the bank’s management understands the importance of open and friendly
communication. Without communication, no working relationship can be initiated or established,
let alone building trust. This report shows how Shahjalal Islami Bank Ltd. convince people to trust
them and make a mutual understanding with them.

1.2 Objectives of the Report

The primary objective of this report is to use the theoretical concepts, gained in the classroom in
analyzing real life scenarios. This program is designed to conduct a real life research and gaining
some real life experiences, so that it adds value to the knowledge I have learned in Business
Communication subject. The objectives are stated below:
1. To review my knowledge on Business communication.
2. To know their approach towards customers.
3. To fulfill my academic requirement.

1.3 Scope of The Report

This report shows how SJIBL communicates with their customer and others. What process they
follow, how they convince their customers, how they reduce risk, what challenges they face and
others information.

1.4 Significance of The Report

As the main purpose of the report is to know about the communication process of a company, I
interviewed a senior executive to gather the information. I think he will be the one who can be
the best to provide the information.

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1.5 Limitations
It is observable that almost all studies have some boundaries. During performing my work, we
had to face some unavoidable limitations. Some of the major limitations of our study are stated
below:
1. Rush hours and business is another reason that acts as an obstacle while gathering data.
2. As it is a wide range of studies, to prepare this report our tenure was not enough to
prepare a report.
3. Upgraded data will make differences in the performance analysis of this report.
4. Lack of enough materials like books, journals and other papers capture me for severe
brainstorming during working this report.

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 Chapter 2
Methodology

2.1 Research Methodology

This research was conducted on the communication process of SJIBL. Information was collected
from a crucial employee and from the official website of SJIBL.

2.2 Data Collection Method

To achieve the specific objective of this study, data were collected from both primary and
secondary sources. In addition, interaction with the clients and traders of the company was an
extremely effective source of retrieving information.
Primary Sources:
1. Data were collected by observation
2. Communication process of SJIBL.
Secondary Sources:
1. Websites
2. Articles
3. Speaking with an employee.

2.3 Questionnaire Development

A lot data of the report was collected by question and answer. All the questions were based
communication process, barriers and challenges.

2.4 Data Collection Process

I collected data from an employee of SJIBL. It was done by verbal communication as he replied
to my answers and I noted them down.

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Gantt Chart
Week 1 Week 2 Week 3 Week 4
Barinstorming ……………… ………………….. ………
Interview ….. ……..
Design … … …………………
Development ……… ………………….
Revision ………

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 Chapter 3
Organizational Overview

Shahjalal Islami Bank Limited (SJIBL) commenced its commercial operation in accordance with
principle of Islamic Shariah on the 10th May 2001 under the Bank Companies Act, 1991. During
these years SJIBL has diversified its service coverage by opening new branches at different
strategically important locations across the country offering various service products both
investment & deposit. Islamic Banking, in essence, is not only INTEREST-FREE banking
business, it carries deal wise business product thereby generating real income and thus boosting
GDP of the economy. Board of Directors enjoys high credential in the business arena of the
country, Management Team is strong and supportive equipped with excellent professional
knowledge under leadership of a veteran Banker Mr. Muhammed Shahidul Islam.

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 Chapter 4
Literature Review

4.1 Communication
Communication is a Latin word which means ‘to share’. It is the sharing of information between
different individuals. It includes the sharing of ideas, concepts, imaginations, behaviours and
written content. Communication is simply defined as the transfer of information from one place to
another. This transfer of information can be conducted in different ways. Communication is a
simple process, yet showing complexity in some aspects. Different ways of communication and
the distances over which one is required to transfer the information make the process complicated.

4.2 Business Communication

Business communication involves constant flow of information. Feedback is integral part of
business communication. Organizations these days are very large and involve large number of
people. There are various levels of hierarchy in an organization. Greater the number of levels, the
more difficult is the job of managing the organization. Communication here plays a very important
role in process of directing and controlling the people in the oragnization. Immediate feedback can
be obtained and misunderstandings if any can be avoided. There should be effective
communication between superiors and subordinated in an organization, between organization and
society at large (for example between management and trade unions). It is essential for success
and growth of an organization. Communication gaps should not occur in any organization.
Business Communication is goal oriented. The rules, regulations and policies of a company have
to be communicated to people within and outside the organization. Business Communication is
regulated by certain rules and norms. In early times, business communication was limited to paper-
work, telephone calls etc. But now with advent of technology, we have cell phones, video
conferencing, emails, satellite communication to support business communication. Effective
business communication helps in building goodwill of an organization.

4.3 Communication Chanel

A communication channel is the medium, mean, manner or method through which a message is
sent to its intended receiver. The basic channels are written (hard copy print or digital formats),
oral or spoken, and electronic and multimedia. Within those channels, business communications
can be formal, informal, or unofficial. Finally, communications can be rich or lean. Channel

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richness refers to the amount and immediacy of information that can be transmitted. Face-to-face
communication is very high in richness because it allows information to be transmitted with
immediate feedback. A tweet is very low in richness because it allows only 140 characters to be
transmitted with no feedback. On the other hand, face-to-face communication is limited to one
person communicating with a few other people in close proximity, whereas a tweet can go out to
thousands of followers around the world. The following diagram shows the richness of different
types of communication.

4.4 Communication Barriers

The barriers to business communication may also be defined as obstructions or blockades or
hurdles, stoppages and bottlenecks ineffective system of communication. The figure below shows
the concept of an obstacle to communication.
 Noise as a Barrier
 Perceptual and Language Differences
 Information Overload
 Inattention
 Time Pressures
 Emotions
 Complexity in Organizational Structure
 Poor Retention
To avoid these types of barriers company should have the effective communication skills.

4.5 Communication Process

The communication process refers to a series of actions or steps taken in order to successfully
communicate. It involves several components such as the sender of the communication, the actual
message being sent, the encoding of the message, the receiver and the decoding of the message.
There are also various channels of communication to consider within the communication process.
This refers to the way a message is sent. This can be through various mediums such as voice,
audio, video, writing email, fax or body language. The overall goal of the communication process
is to present an individual or party with information and have them understand it. The sender must
choose the most appropriate medium in order for the communication process to have worked
successfully. The communication process has several components that enable the transmission of
a message. Here are the various parts:

Sender: This is the person that is delivering a message to a recipient.

Message: This refers to the information that the sender is relaying to the receiver.

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Channel of communication: This is the transmission or method of delivering the message.
Decoding: This is the interpretation of the message. Decoding is performed by the receiver.
Receiver: The receiver is the person who is getting or receiving the message.
Feedback: In some instances, the receiver might have feedback or a response for the sender. This
starts an interaction.

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 Chapter 5
Analysis and Interpretation

5.1 Introduction
This chapter depicts the data that was collected from an employee of SJIBL.

5.1.2 Communication Process of Shahjalal Islami Bank Ltd.

Business Communication system Communication systems are the various processes, both formal
and informal, by which information is passed between the managers and employees within a
business, or between the business itself and outsiders. Communication—whether written, verbal,
nonverbal, visual, or electronic—has a significant impact on the way business is conducted.
The main lines of operational communication are the formal communication. The Reports from
different division to Top Level Management, information for perfect decision from down to up
and order, instruction and messages from up to downward includes formal communication.
Sometimes the bank needs to communicate with other bank, organization formally.
In the bank, sometime execution level need advices for smooth execution of the decision. For this
reason, execution level community with the Top Level Management or even with their colleagues
informally. Sometimes the executives directly communicate with the staffs not through the
Officers informally. On the other side Officers are directly communicated by Top Level
Managements for effective execution. Every day, it has to communicate with its client, sales
representative, banks, insurance offices, employees, media or business partner through the use of
business letter, reports, or memorandums.

Noise

Message Channel Medium Receiver

Sender
Account
Bank, Device,Fa Voice call, Client, Bank
Info,
Client Advertiseme ce to face text, Email,
nt, conversat Letter 9
Announcem ion
ent
5.2 Barriers of Communication
In Bangladesh, lots of private commercial banks are contributing for economic growth. The
performance of the banks depends on a well-structured communication system. So by maintaining
an effective communication system, the banks can gain competitive advantage. Thus the study
aims to investigate the communication barriers that should be removed for effective
communication in the private commercial banks of Bangladesh. A structured questionnaire survey
based on 5-point Likert-scale was conducted on 165 full-time employees of private commercial
banks. The sample includes 15 private commercial banks. The Principal Component Analysis
reveals three types of communication barriers; personal barriers, job barriers, and organizational
barriers. Among these barriers, personal barriers are the most significant barriers according to the
respondents of the study. Personal barriers include lack of English knowledge, local tone, opposite
sex and hot temper. The second most important barriers are job barriers that include technical
words, personal life and job monotony. The third most important barriers are organizational
barriers which include defective technology and internal politics.

5.3 Overcoming The Barriers

While working with clients, employees should not avoid any small details which may be
perceived as insignificant. For example, in times of issuing any new orders and instructions,
managers should write down all the details of the message to be sure to avoid premature
evolutions disturbing effective communication in the bank. Be Complete Managers and
employee should try to be complete in all respects of the message whether it is a written message
or oral message. Clients must be provided with the complete picture of any specific services and
facilities so that one is able make decision. Listening Clients Listening displays commitment to
the client’s needs and wants at business environment at SJIBL. Managers and employee should
listen first and then speak with the clients to meet their needs and wants. Try to be innovative
Manager and employee should always try to be innovative in their ideas, so that they can capture
clients or listener’s attention. They should analyze their entire communication processes and find
ways to differentiate them from the traditional. Think before speak Employee and managers must
be sure that they have a clear idea about the message they want to convey. It’s better to make an
outline in the mind before the words spoken. Be careful with acronyms and technical language
Manager and employee should be careful on using common acronyms, words and phrases within
their communication environment. If employee or managers dealing with customers, supplier or
other related business partners they should try to avoid acronyms and technical words.

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 Chapter 6
Summary of findings

Communication is the exchange of ideas, opinions and information through written or spoken
words, symbols or actions. Communication is a dialogue, not a monologue. In fact, communication
is more concerned with a dual listening process. For communication to be effective, the message
must mean the same thing to both the sender and the receiver. During the study it is observed that
effective communication systems play a vital role for bank’s effective growth and expansion of
business. Computerization and real time Online banking solution at all branches of Shahjalal
Islami Bank Ltd. is a very bold, positive and progressive step towards modern technology and in
the race of survival SJIBL is practicing internal, external as well as formal and informal
communication in their day to day activities.

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 Chapter 7
Conclusion

Business communication is a very important and most used tools in today’s business world. Every
organization is heavily dependent on communication. Effective communication leads to a business
success. As the technical advancement is coming the communication is also updating its process.
Now business messages are more attractive, flexible, time efficient, cheaper and storable, all this
is being possible just because of digitalization of business messages. SJIBL always tries it’s best
to digitalize and go with the flow. It’s proficient and fast forward workers are always conscious
about the betterment of the bank. That’s why SJIBL is the leading islami bank of the country.

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 Appendics

1. How do your company communicate with clients?

2. What are barriers of your communication process?
3. How do you overcome challenges?
4. What do you do to develop the communication process of the company?
5. Why do you think your company is successful?

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 Reference

1. Business Communication Today by Courtland L. Bovee & John V. Thill

2. Shahjalal Islami Bank Website. https://www.sjiblbd.com/

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