Organizations Need To Use More Personal Touch

In our ever evolving society, we have become more and more technologically dependent. While this has created numerous advantages, it has also, in many cases, created an over-dependence on technology on a widespread basis.

Since most organizations unfortunately do not adequately train its leaders, many individuals in leadership positions have nearly exclusively communicated via e-mail, social media, e-blasts, texting, Web sites, etc. This has often created a void in effective communication, as well as alienating a certain percentage of members.

It is obvious that it is simpler and generally quicker for a leader to send out an e-mail than to personally contact members. In addition, it is often impractical to reach out personally to a large number of members, either in person or by telephone. Since I have been involved in organizations for three decades, I have observed a greater and greater dependence on digital communication, and far less "personal touch."

Unfortunately, statistics consistently indicate that e-mail, while reaching many people, is the least memorable to many. In addition, many e-mails automatically go into recipients spam, and therefore are often overlooked, ignored or deleted. In fact, of all types of communication, only e-blasts are more ineffective than e-mails, especially in terms of bring forth action or commitment. The next poorest form of communication is texting, but it is at least looked at more broadly than the other forms just mentioned. Traditional or "snail" mail is somewhat more effective, but much more effective when used as a postcard than as a letter, assuming that both are professionally and effectively designed to deliver the message.

Telephone calls are the second most effective, following only personal contact. However, conference calls do not have anywhere near the impact of these other forms. There is, therefore, little doubt that many people desire the "personal touch" from their organizations and its leaders. While it might take a little more effort and/or time, when leaders properly plan and divide this type of communication with other co-leaders, it is startling how much more effective the results.

There have been numerous reports of the challenges organizations face in today's environment. Most organizations have seen both their revenues and their membership drop, in many cases dramatically. The organizations that have been least impacted are those that have made it a priority to address both leadership training, as well as the significance of "personal touch" communication.