Design of Communication Activities

Dr. Terence LoveCurtin University

Love Design and ResearchWestern Australia

OverviewThis presentation reviews a range of issues in

designing communication systems: What is communication? Communication in human value exchange

arrangements Service or sale? Transaction cost analysis Body signals in communication Web-based product seduction communication Automation of Communication Peer to peer networks as a communication toolA range of exercises are used to explore the above

issues

Communication?

What is communication?

Communication in Human Value Exchange

Exercise: Why is communication needed in

business? Identify as many differences as

you can between communications for service and product sales businesses.

Designing WatchesService or Sale?

An e-commerce company offers an service to design a watch using an online design system. The watches are made automatically and sent direct to the customer.

Is this a service or a sale of a product?

What communications are needed? What are the communication issues?

Coasian Transaction Cost Analysis

Every transaction has a cost Transaction cost changes with

technology Transaction cost changes with scale

(economy of scale/diseconomy of scale

Transaction changes with industry Transaction cost changes with …..

Exercise: Transaction Cost of Communication

Identify 5 situations in which the transaction costs associated with communication are important

Identify ways of re-designing communication in 3 situations so transaction cost is reduced without compromising the value that is delivered by the business.

Body Signals

Exercise: List ten body signals that are

hidden forms of communication

Communication in Service

Identify two situations (external and internal) in which each of the following forms of communication dominate:

Information provision Learning Data gathering Persuasion Personal interaction

Web-based Commercial Product Seduction Process

1. Pre-seduction/Inducement (2-3 secs)2. Negotiation (3-5 secs)3. Suggestion (10-20 secs)4. Reward5. Captivation (6-10 secs)6. Persuasion (10-20 secs)7. Re-Seduction – back to 3 (30 secs –

Flow state)Bakwe, C & Cunliffe, D (2003) Conceptualising the Porcess of Hypermedia

Seduction (www.iade.com/sst)

Exercise

Identify 6 different situations where the above communication process might be utilised.

Identify what is likely to happen at each stage if the process fails

Automation of Communication

Technology, particular computer network systems offers many methods of reducing transaction costs by automating communication processes.

Identify 6 ways of automating communication processes

Identify six situations in which automation of communication can reduce transaction costs

Peer to Peer network communication systems Peer to peer computer systems use the

participants computers to store data and enact the information exchange processes (file supply).

A parallel system is needed to identify ‘who has got what’

Changes transaction costs compared to conventional centralised information systems.

Exercise: Identifying Possibilities of computerised Peer to Peer communication systems

Identify two radically different communication-based business processes that peer to peer offers benefits

Identify (plus and minus) the likely changes in transaction costs across the proposed systems

Identify possible ways for gaining benefits of automation through peer to peer systems

Summary

Communication Service vs Sales of Product Transaction costs Automation Peer-peer communications