What is Cross Cultural Communication in Business

Featured in the CNBC online article “India is moving beyond call centers and IT support – but can it work?” two important statements were made: “For years, multinational companies have set up labor-intensive operations in India involving services such as IT support, call centers, or mobile app development.”  I can verify this as living in Goregaon, I see emblazoned on the tops of skyscrapers such as JP Morgan Chase, Citibank, and Nestle.
 
The second statement was, “According to a joint survey conducted in 2022 by EY and the Confederation of Indian Industry, more than 70% of multinational corporations plan to invest in the country in the next 3-5 years.”  Wow, 70% of overseas businesses investing in setting up offices in India to utilise its labour.  But there is a catch in all of this: many of those working in these offices have never travelled or dealt with those living in different countries to fully appreciate the ways of Western thinking.
 
Additionally, the gap in understanding cultural nuances and business etiquette between Indian employees and their Western counterparts can lead to communication challenges and potential misunderstandings. Furthermore, the need for continuous upskilling and education in global business practices is crucial to ensure that the Indian workforce can meet the evolving demands and expectations of multinational corporations effectively.
 
What is the Definition of Cross Cultural Communication
Cross-cultural communication refers to the process by which people from different cultural backgrounds exchange information, ideas, and meanings.  It involves not only the spoken and written word but also non-verbal cues such as gestures, body language, and facial expressions.  The complexity of cross-cultural communication arises from the fact that each culture has its own set of norms, values, and communication styles.

What is Cross-Cultural Communication with Examples 
Social psychologist Geert Hofstede identified six dimensions of culture that influence communication: These dimensions, including power distance, individualism versus collectivism, and uncertainty avoidance, provide insights into how cultural values influence communication styles. 

• For instance, cultures with high power distance might prioritize hierarchical communication, while those with lower power distance might encourage open dialogue.

 
Another influential model is Edward T. Hall's concept of high-context versus low-context communication.  High-context cultures (e.g., Japan, China) rely heavily on implicit cues, while low-context cultures (e.g., the United States, Germany) rely more on explicit verbal communication.  Understanding these differences can help avoid misunderstandings. 

• For example, someone from a high-context culture might interpret a direct "no" as impolite, while someone from a low-context culture might simply need more information.

 
What are Cross Cultural Communication Skills
Cross-cultural communication skills are the abilities you need to effectively interact with people from different backgrounds. This includes understanding and respecting cultural differences, as well as adapting your communication style to bridge the gap.

• Cultural Awareness and Sensitivity:  Developing an understanding of different cultures and their communication styles is the first step toward effective cross-cultural communication. This includes learning about cultural norms, values, and non-verbal cues.

 

• Active Listening:  Active listening involves paying close attention to the speaker, asking clarifying questions, and reflecting on what is being said. This helps to ensure accurate understanding and reduces the risk of miscommunication.

 

• Flexibility and Adaptability:  Being open to adapting one’s communication style to fit the cultural context can enhance interactions. This may involve adjusting language use, non-verbal behaviour, and levels of formality.

 

• Empathy and Respect:  Showing empathy and respect for cultural differences fosters a positive communication environment. Recognising and valuing diverse perspectives can bridge gaps and build mutual understanding.

 
What Are Some Cross-Communication Strategies
Consider and seek continuous learning and improvement, why?  In an increasingly interconnected world, people and thinking changes.  So, engage in ongoing education about cultural competence and effective communication practices. Who can assist with cross-cultural communication?  Etiquette and protocol coaches, attending workshops provided by your company, reading relevant literature, and seeking feedback from culturally diverse colleagues.  

1. Even when people speak the same language, variations in dialects, slang, and idioms can pose challenges.  Take note: how they speak your language and understand what they are trying to communicate to you?  Ask yourself what is the motivation behind the statement?
2. Stereotypes and prejudices can hinder effective communication by creating false assumptions about individuals based on their cultural background. Take note: of what you previously learnt about the culture and compare what you have learned about the culture when dealing with them now?
3. Different cultural norms regarding politeness, formality, schooling and social hierarchy can affect communication dynamics.  What is considered respectful in one culture may be perceived as rude in another.  Take note: of how a certain country structures a business, does everyone work independently or do co-workers need to be told the what the next step is?
4. Non-verbal communication, such as gestures, eye contact, and personal space, varies significantly across cultures. For example, a gesture considered friendly in one culture may be offensive in another.  Take note: of body language of one culture and compare it to your own?  What did you find?  Can you use it to communicate better?​

Conclusion
Today cross-cultural communication has become a critical skill. As people from diverse backgrounds interact more frequently, the ability to effectively communicate across cultures is essential for fostering understanding, cooperation, and harmony.  How is your business doing with cross cultural communication?

Article Published In: LinkedIn