The Surprising Divide in Business Communication: Lessons from Thailand’s Corporate World

The Surprising Divide in Business Communication: Lessons from Thailand’s Corporate World

In my years as a business coach and leading marketing expert in Southeast Asia, one aspect of professional communication has always fascinated me—especially in Thailand. It’s not the work ethic or the professionalism per se, but rather the stark contrast between the responsiveness of top executives and the inaccessibility of general corporate channels.

Let me paint a picture: when I reach out to CEOs or Managing Directors in Thailand with vital information—be it about a groundbreaking innovation, a strategic property investment, or a new product idea—the response is almost immediate. These leaders either handle the matter personally or direct me to the right person in their team. And guess what? Their teams act swiftly and decisively.

Contrast that with trying to reach the company through standard communication channels. In some cases, even finding the right contact feels like a Herculean task. One of the country’s leading retailers, for example, proudly displays a phone number on their website. Yet, the button meant to send an email? It doesn’t work. And it hasn’t worked for months.

Then there’s LinkedIn. I often connect with mid-level professionals who, by title, are responsible for the exact area I’m inquiring about. They read the message but never respond. It’s baffling, considering LinkedIn is designed for networking and collaboration.

A Post-Pandemic Shift in Engagement?

I’ve often wondered if this dynamic is a lingering aftereffect of the pandemic. Maybe it has instilled a sense of detachment or re-prioritization of tasks among professionals. Yet, this theory doesn’t hold for top executives. They remain laser-focused, proactive, and deeply invested in their company’s success.

The Lessons Behind the Contrast

This divide has profound implications for leadership and business strategy:

1. Top-Down Accountability: Leaders who take ownership inspire their teams to do the same. When CEOs prioritize communication and quick decision-making, it creates a culture of responsiveness throughout the organization.

2. The Danger of Disconnect: Mid-level professionals are the bridge between leadership and execution. If this bridge collapses due to poor communication, it creates inefficiencies that cost companies opportunities.

3. The Importance of Digital Infrastructure: A broken email button on a website or an unanswered inquiry may seem trivial, but these small oversights create significant barriers for potential clients, partners, and investors.

4. Perception Matters: In today’s hyper-connected world, how you handle communication reflects your brand’s professionalism. Ignoring inquiries can tarnish a company’s reputation faster than any external crisis.

A Call to Action for Professionals

As we move deeper into the digital age, businesses must realize that every interaction counts. Whether you’re the CEO or a team member, your responsiveness speaks volumes about your commitment to excellence.

Here’s my advice:

? Audit Your Systems: Make sure all your communication channels—emails, phone numbers, and social media platforms—are functional and monitored.

? Train Your Team: Equip your employees with the tools and mindset to handle inquiries effectively and professionally.

? Lead by Example: If you’re in a leadership position, demonstrate the responsiveness you expect from your team.

Thailand’s top executives have set a gold standard for engagement. The challenge now is for the rest of the corporate ecosystem to follow suit.

Closing Thoughts

In the end, responsiveness is more than just good business etiquette. It’s a mindset. A way of showing respect for people’s time and ideas. If we embrace this approach, the rewards—for individuals, teams, and companies—will be immeasurable.

Let’s not forget: in business, the little things often make the biggest difference.

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