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BUSINESS COMMUNICATION GROUP 1 CASE STUDY OF HIGHLANDS COFFEE space for your logo • Trần Ngọc Hà Anh • Nguyễn Phương Uyên • Đặng Thu Trang • Phạm Thùy Linh... TABLE OF CONTENTS About Hig

BUSINESS COMMUNICATION

GROUP 1 CASE STUDY OF HIGHLANDS COFFEE

space for

your logo

• Trần Ngọc Hà Anh

• Nguyễn Phương Uyên

• Đặng Thu Trang

• Phạm Thùy Linh

TABLE OF

CONTENTS

About Highlands

Company

minutes sitting at the store”

Problem 1

Miscommunication between staff members and a foreign customer

Problem 2

learned from the case study 

Conclusio n

03

COMPANY OVERVIEW

About Highlands Coffee

01

About

Highlands

Coffee

In 1999, the Highlands Coffee brand was

born with the spirit of traditional and modern coffee

Up to now, Highlands Coffee has more than

350 coffee shops across the country.

PROBLEM 01

“A bottle of water = 60 minutes sitting at the

store”

02

Reasons to study the situation

- The lack of communication

between head managers and

branches lead to serious

consequences

- How business corrects the

unverified information speared on

the social media is important

The wrong process of

business

communication

When this “60 minutes

rule” had been made,

there must have not

been a kind of receipt or

contract to confirm the

terms of an agreement

The ineffective use of means of

communication

A significant problem caused by the

shortcoming of persuasion technique and the lack of skillful training of the staff

Using an adjustment message unsuccessfully

The reasons for the situation 

In this case, Highland Coffee fail to use an adjustment message since they did not approve their customer’s claim

Numerous articles were

posted on this topic and the hashtag #tẩy_chay_highlands spread like wildfire with

hundreds of posts and shares

The scandal gives Highlands Coffee's competitors an

opportunity to surpass.

THE MANAGER TEAM THE STAFF TEAM

Empathy Define Ideate Prototyp e Test

“Design-Thinking”

Method:

● Take up training days for

staff before they get started

working

● Make plans to respond if this

situation happens

● Prepare basic knowledge carefully before serving customers

● Update information for the customers they will serve on their own initiative

PROBLEM 02

03

Miscommunication between the staff members and a foreign

customer

Reason to study the

situation

Cultural awareness is the key to

global business

Provide a solid basis for the success or failure of

communication

Respond quickly and

appreciate the values,

customs and beliefs of other cultures

 Reasons for the situation

YOUR

LOGO

The language barrier in a

multicultural environment

It is a major difficulty that the staff face when communicating with foreign customers as not all countries in the world use the same language for their business operations

Low-context and high-context cultures differences 

Logical, analytical, and action-oriented

Depend little on the context of the

situation Leave much unsaid 

Use body language, facial expression, and voice inflection instead

More intuitive and contemplative

Low-context (The foreign customer)

High-context (The staff)

Explicit, objective and efficient

Depend on physical and social settings

s

Customer’s attitude

The anger and disappointment of the foreign customer for not being understood to get the

information needed. 

Negative feedback

The lack of language skills, as well as the conservation of Highland Coffee services to

protect their brands.

Solu tion

Respond complaint emails

Upskilling to all

employees

Provide the staff with courses on languages and global cultures

04

LESSONS FROM THE FIRST CASE

Delivering great customers

experience

Communicating better between staff and

customers 

The flows of information

LESSONS FROM

THE SECOND

CASE

Cross-cultural communication

Develop a global mindset and cultural awareness Cross-cultural negotiation &

conflict management tactics

Thank you for listening!