COMMUNICATING EFFECTIVELY IN ENGLISH

Technology and Livelihood Education (TLE) is a K to12 Basic Education Curriculum subject area
that offers students like you opportunities to be active members of the entrepreneurial society.
One area of this discipline is the Information and Communications Technology (ICT). This module
will focus on ICT specialization – CONTACT CENTER SERVICES.

Contact Center Services industry is the fastest growing industry in the Philippines. The CCS
industry is part of the outsourcing industry where big companies subcontract a part of their
department off-shore. The industry has provided many Filipinos with stable jobs. More so, the
industry has helped in augmenting the economy of the country. It has been forecasted that the
Outsourcing Industry will continue to grow rapidly in the coming years.

According to the British Broadcasting Company, the Philippines outranked India in providing
professionals in CCS in 2012. Currently, the country is still counting on this industry to drive the
formation of new jobs.

Why do Contact Center and Business Process Outsourcing companies choose the
Philippines? We, Filipinos, have the potentials to develop excellent communication skills.
Moreover, we are highly trainable in terms of our speaking and listening skills.

This module is carefully designed to develop your communication skills in English, both written
and spoken media. Included in this module are lessons about communication pathways, elements
of communication, barriers to communication, oral and listening skills, grammar, writing skills,
voice and accent, and communication cues.

Achievement of the objectives of this course will make you more marketable in the field of Contact
Center Services.

This module will help students like you develop the skill of effective communication which is vital
in the field of Contact Center Services.

To communicate using words, whether written or spoken, is the primary responsibility of a Contact
Center Service provider. It is part of his/her daily task, whether inbound or outbound. The
communication process is a two-way street that entails careful choice of words, proper delivery,
and an open mind.

CONTACT CENTER SERVICES FOR GRADE 9 PAGE 1

I. SURVEY 1
Oral communication skills

This survey provides opportunities for you to check areas of your oral communication skills. It is
a guide to help you diagnose your strengths and difficulties.

On each of the item, rate yourself on the scale of 1-10, with 10 being the highest. Do this on a
separate sheet of paper.

Elements of Oral Parameter Rating

Communication
1. Consonants I do not have problems in pronouncing any
consonants or clusters.
2. Vowels I can pronounce vowel sounds clearly and fluently.
3. Syllables and/or grammatical I can clearly pronounce syllables and grammatical
endings endings such as –d and –ed.
4. Word stress My word stress falls on the right syllables all the
time
5. Rhythm in sentences I speak in a natural rhythm that does not sound
abrupt or choppy.
6. Focus and special emphasis I use emphatic stress to indicate key words,
(Prominence) contrasts (not only/all), etc.
7. Intonation/Pitch My tone rises and falls in the appropriate parts of
my statement. I do not sound monotonous.
8. Thought groups and linking I pause at commas and other appropriate parts of
the statement.
9. Delivery (rate of speech, I am aware when to speak loud, soft, fast, or slow.
loudness

II. SURVEY 2
WRITTEN COMMUNICATION SKILLS
For each item below, please rate your abilities in a scale of 1 to 5 (5 being the highest). Circle
your choice. Do this on a separate sheet of paper.
1=never or almost never true for me
2=usually not true for me
3=somewhat true for me
4=usually true for me
5=always or almost always true for me

I can write a good paragraph. 1 2 3 4 5

I can use appropriate vocabulary and word forms to effectively 1 2 3 4 5
communicate with the reader.
I can use appropriate punctuations in my sentences. 1 2 3 4 5
I know how to spell words, even unfamiliar ones. 1 2 3 4 5
I can make self-corrections on my grammar. 1 2 3 4 5
I can write quickly in English. 1 2 3 4 5
I can edit my writing to improve the wording, grammar, punctuation, 1 2 3 4 5
and spelling.
I can arrange my ideas logically 1 2 3 4 5

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 SCORING RUBRICS
ORAL COMMUNICATION SKILLS
SCORE LEVEL DESCRIPTION
76-90 Exceptional Can vary intonation and place sentence stress
correctly in order to express finer shades of meaning.
61-75 Above-average Has a clear, natural pronunciation and intonation
46-60 Average Pronunciation is comprehensible even if accent is not
neutralized and occasional mispronunciations occur.
31-45 Weak Pronunciation is generally clear enough to be
understood despite a noticeable non-native English
speaker accent, but conversational partners will need
to ask for repetition from time to time.
30 and below Poor Pronunciation is sometimes difficult to understand by
conversation partners especially native English
speakers because of limited knowledge of tone, stress
and intonation.

WRITTEN COMMUNICATION
SCORE LEVEL DESCRIPTION
36-40 Exceptional Can write clear, smoothly flowing, complex sentences
in a logical structure which helps the reader to easily
find significant points
31-35 Above-average Can write clear, well-structured sentences about a
subject, stating reasons and relevant examples, and
making an appropriate conclusion.
21-30 Average Can write connected texts about the same subject by
linking a series of shorter sentences into a cohesive
and coherent paragraph.
11-20 Weak Can write a series of simple phrases and sentences
linked with simple connectors.
10 and above Poor Can write simple isolated phrases and sentences

Now that you have assessed your level in communication skills, you may now start studying the
lessons. Keep in mind the specific areas that you need to improve on.

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 Lesson 1 Communication Pathways
More often than not, Contact Center Services providers communicate verbally. Verbal
communication in this industry may occur in phone or in person. In this type of communication,
the message is transmitted verbally. Hence, it is important to remember the acronym KISS (Keep
it short and simple).

For example:
A. I understand that you lost the receipt but we have to follow the standard procedure
regarding return of items without receipt.
B. I understand your concern. However, we have procedures to follow regarding the matter.

Statements A and B contain the same message. However, statement B transmits the message in
a simpler yet more concise way.

Verbal communication may either be oral or written. Written communication is also a

common form of communication. These are printed messages such as memos, proposals,
training manuals, company policies, and letters. Written communication is asynchronous, which
means that it occurs at different times. The sender may write a message that the receiver may
read anytime.

Oral communication occurs in telephone calls. Call handling skills are the skills that you have to
possess to be part of the Contact Center Service industry.

E-mails and other electronic methods of sending message can be classified under written
communication. An E-mail is the inter-office and inter-organization mail system. It is a system of
worldwide electronic communication in which a computer user can compose a message at one
terminal that can be regenerated at the recipient’s terminal. E-mails are also asynchronous.
Businesses nowadays rely on the use of e-mail as a form of communication internally (within the
company) and externally (outside the company).

Let us compare the different types of communication. Look at table 2 below.

Table 2. Advantages and Disadvantages of the Different Ways to Communicate

Ways to Communicate Advantage-
Oral communication
Written communication
Electronic communication
Disadvantage
 Brings quick feedback  Speaker is usually
unable to process
message before
speaking
 Messages can be  Does not bring instant
edited before sending feedback
 Can be saved for later  Takes time to prepare
study and requires writing
ability
 Disregards the aspect  Relies on good
of distance internet connection

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It is also important to identify your communication pathways as a Contact Center Services
provider. In this industry your, primary communication pathway, is from you as an agent to your
customer. In this pathway you will be maximizing the use of oral communication since most of
your customers are located off-shore.

Nevertheless, you are not limited to this pathway. Communicating with the people around you in
the workplace is also a part of your job. You communicate, whether oral or written, with your
supervisors, peers, and subordinates.

Below are helpful tips for you to consider in establishing good communication among your
customers or anybody else in your workplace. You must be:
 Alert
 Pleasant
 Polite
 Friendly
 Fair
 Thoughtful
 Cooperative
 Humble
 Tolerant and considerate
 Loyal
 Sensitive
 Honest
 Show self-control
 Flexible and adaptable
 Punctual
 Enthusiastic
 Responsible

No matter what form of communication you intend to use or which communication pathway you
use, always remember that the key to a good communication is courtesy. Be courteous all the
time.

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Task 1. Modified True or False
Directions: Read the following statements about communication. Tell whether the statement is
true or false. Write TRUE if the statement is correct. Otherwise, rewrite the statement to correct
it. Do this on your notebook.

1. The fastest way to get a response is through written communication.

2. Written communication is synchronous.
3. Oral and written communication are both verbal communication.
4. The primary communication pathway used in the Contact Center Services industry is
from agent to supervisor.
5. The use of electronic communication disregards the aspect of distance.
6. It is important to be simple and concise when communicating.
7. E-mail and other electronic forms of messages can be classified as oral communication.
8. Examples of written communication are memos, proposals, training manuals, company
policies, and phone calls.
9. Most industries and businesses rely on the use of email for internal and external
communication.
10. One advantage of oral communication is the lack of time for the speaker to process the
message before delivery.

Task 2: CHOOSE THE BEST

Directions: Below are scenarios that you may encounter when you become a part of the contact
service industry. Imagine that you are already working as a contact center agent. You may
encounter the following situations. Identify the best type of communication that should be used.
Provide reasons for choosing it. Do this in a separate sheet of paper.

SITUATION TYPE OF REASON FOR CHOOSING

COMMUNICATION
1. You exceeded the allowed
number of minutes for late in a
month. You received a written
warning asking you to provide an
explanation for your tardiness.
2. Mrs. Smith requested to be
regularly updated with the sale
events and promotions of the
Yellow Star, which is an online
store.
3. You were in the middle of a call
when all of a sudden, the line got
disconnected

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1.2 Elements of Communication
PRELIMINARY ACTIVITY

Communication is a process that involves different elements which affect message transmission
and message quality. Before we begin the lesson, try to recall the last time you communicated
with another person.

Below is an unlabelled illustration of the communication process. Try to fill it in with your idea of
the elements included in the process.

Communication is a process where the message is packaged, channelled, and conveyed by a

sender to a receiver through a certain medium. It is a process in the sense that steps have to be
done in a particular order.

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Examine the figure below.

Figure 4 The Communication Process

How many elements of communication process do you see?

The communication process has the following elements:

1. Message
Message is the most essential part of the communication process. A message may
come in different forms such as a letter, a phone call, a video presentation, an email, or
a face-to-face interaction. It is not what the sender intends it to be but how the receiver
understood the information he/she received. Therefore, the sender should carefully craft
his/her message using good grammar and proper choice of words.
Example:
 an order
 your new schedule
 a co-worker’s request
2. Sender
The sender initiates the communication. He/she decides what message to send and in
what medium the message will be sent. It is the job of the sender to encode the
message. In doing so, the sender should always keep in mind an understanding of who
the receiver is to make the information more relevant and appropriate.
Example:
 the client or customer placing an order
 your supervisor giving a memo
 your co-worker sending an email

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 3. Transmission medium
Transmission medium is the immediate form in which the message is being
communicated. Message may be communicated in the form of a letter, a voice call, or an
e-mail.
Example:
 a phone call
 a memo
 an e-mail
4. Recipient
Recipient or the receiver is the party to whom the message is intended to. He/she is the
one who interprets the message. The recipient/receiver may not necessarily be an
individual person. A recipient may also be a group of people such as an audience.
Example:
 a customer sales representative
 an employee
 a fellow co-worker
5. Noise
Anything that interferes with the communication process between the sender and the
recipient is called noise. Noise, sometimes called interference, may change the meaning
of the message sent. Most of the time, message is not received exactly the way the
sender intends it to be. The presence of noise in all aspects of communication makes it
impossible. Noise can either be internal or external. External noise refers to the physical
environment which includes physiological condition while internal noise includes
psychological noise. An example of psychological noise is a divided attention of a
recipient.
Example:
 loud music from the radio (external)
 on-going construction outside the office (external)
 an agent is hungry (external)
 an agent is thinking of her sick puppy while on a call
 (internal)
 an interviewee who has low self-esteem (internal)
6. Context
Context is the personal background of the communicators or the background of a
communicative situation that may affect the transmission of message.
Example:
 gender preference
 race
 religious beliefs
 educational attainment
 during a war
 during a crisis

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TASK 1: POOL UP
Directions: Identify the element of communication described in each number. Choose your
answer from the pool of words inside the box. Do this in a separate sheet of paper.

1. It is the communication background that may affect the transmission of message.

2. It is the person to whom the message is intended to.
3. It is the immediate form in which the message is transmitted.
4. It is how the receiver understood the information he received.
5. It is the person who initiates the communication.
6. It can be anything that interferes with the communication process.

Sender Message Barrier

Recipient Context Feedback
Medium Noise

TASK 2. ELEMENTS OF COMMUNICATION

Directions: Below is a form of written communication. Identify the different elements in the letter
by accomplishing the table that follows. Do this in a separate sheet of paper.

Mr. Jack Hunt

Credit Department, Zassy Mall
2100 Clarendon Boulevard, Suite 414
Arlington, VA 22201

RE: Refund for Receipt No. 2885

Dear Mr. Hunt:

I am writing this letter to follow up on the refund from my purchase last December
13, 2013. I already called the customer service, but no action was done. I was given
report number 321 if I want to check the status of my refund. I am hoping that by writing
your office, necessary actions will be taken. I attached a copy of my receipt that contains
my transaction number.
I am hoping for your appropriate response.

Sincerely,
Lisa Mcneil

CONTACT CENTER SERVICES FOR GRADE 9 PAGE 10

PRELIMINARY ACTIVITY

There are times when communicating with others becomes a difficult task. There will
always be hindrances to communication. Before we start the next lesson, think of the things that
usually hinder a good communication process. List down the things that impede understanding
of the. Do this on your notebook.

1.3 Barriers to Communication

Communication is not a one-way street. Barriers may come from both ends of the
communication line. They are always present. A person with good communication skill can
identify the presence of these barriers and take necessary actions to avoid, if not to eliminate
them.

The most common and easiest to identify among the barriers to communication is noise.
It has been an indispensable in the communication process which has already been discussed in
the previous lesson. External noise, which may be physical noise, can immediately affect the
quality of communication. It may be a radio turned up high, an ongoing construction outside your
office building, or even your co-worker next you tapping his hand on the desk. These kinds of
noise make it difficult for you to understand your caller and they also make it difficult for your caller
to understand you.

Time can also be a barrier to communication. It affects communication most especially in

written communication. Letters and memoranda not sent or received at the right time may cause
major misunderstanding between the communicators. If an employee fails to provide a letter of
explanation because he/she did not receive the memorandum on time, he or she may get
dismissed from work. In addition, time can also affect the quality of verbal communication. Let us
take the case of a customer in a hurry. He is placing an order and he is getting frustrated with the
slow procedure. This may mean that the customer is no longer paying attention to the details you
are telling him.

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 The quality of message may also be a barrier to communication. Unclear messages
may result from vague and ambiguous sentences. For example, “He found a bat in the room”.
The word ‘bat’ has several meanings. It could either be a baseball bat or a flying mammal.

Choice of words can also affect the quality of message. The use of jargon in statements
can also make messages unclear. Jargon is a language that is specific to a profession. It is a
specialized vocabulary of any profession or industry. These words are difficult to understand by
people who are not practitioners of that profession. Below are some examples of jargons.

Table 3: Examples of Medical Jargons

ambu-bag handheld squeeze bag attached to a face mask
amp abbreviation for Ampule, which is a sealed plastic or
glass capsule containing a single dose of a drug in a
sterile solution for injection
ASA the abbreviation for acetylsalicylic acid (aspirin)
bagging manual respiration for a patient having trouble breathing
that uses a handheld squeeze bag attached to a face
mask
bounceback a patient who returns to the ER with the same complaint
shortly after being released
bradycardic a slowing of the heart rate to less than 50 beats per
minute
c-section shorthand for cesarean section, which is surgical
delivery of a baby through the abdominal wall
cellulitis a skin infection
deep vein thrombosis a blood clot in a deep vein
diplopia double vision
dyspnea shortness of breath

Table 4: Examples of Business Jargons

Accounts Payable Indebtedness of a company to its suppliers for goods or
services purchased and must be paid for within one year
(more typically paid within 30-90 days).
Accounts Receivable Amount owed from a company by its customers for
goods or services supplied to them which must be paid
within one year (more typically collected within 30-90
days). It is indicated as a current asset on the company's
balance sheet.
Book Value This is the net value, in accounting terms, of a company
based on actual costs and asset values.
Hyperinflation This refers to very rapid, out-of-control inflation.
Liquidated A company may be liquidated or dissolved by selling all
its assets and then using the cash to meet any
obligations to creditors.

Barriers to communication can go as deep as the cultural level. The difference between the
culture of the sender and the receiver can greatly affect the communication process. If the
sender and receiver have different cultures, ethnocentrism may occur. Ethnocentrism is the act
of judging the culture of others on the basis of what is acceptable in the culture of one
communicator. It includes the idea that one culture is superior of others.

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Prejudgment can also be a barrier to communication. It is the act of judging what someone has
to say even before he/she speaks. You may also prejudge by dismissing someone’s ideas
because of the belief that you know what the other person has to say. It is neither productive nor
polite.

PROCESS

A B
1. Noise
a. unclear messages due to vague
2. Time and ambiguous sentences
b. anything that interferes with the
3. Quality of Message
communication process between
the sender and the recipient
4. Jargons
c. affects written communication
5. Ethnocentrism more than oral communication
d. a language that is specific to a
6. Pre-judgment profession
e. the act of judging what someone
has to say even before they
speak
f. the act of judging the culture of
others on the basis of what is
acceptable in the culture of one
communicator

Reflect and Understand

Task 3: In the Real World

1. Form groups of five.
2. Arrange interviews with at least five call center agents (customer service
representatives, technical support representatives, or sales representatives), team
leaders, or supervisors in the call center industry.
3. Ask them about the common barriers to communication they encounter when taking
calls and how they resolve them.
4. Be ready to share your findings with the rest of the class.

CONTACT CENTER SERVICES FOR GRADE 9 PAGE 13