Cross-Culture Communication

The internet and modern technology have opened up new marketplaces that allow us to promote our businesses to new geographic locations and cultures. And given that it can now be as easy to work with people remotely as it is to work face-to-face, cross-cultural communication is increasingly the new norm.

After all, if communication is electronic, it’s as easy to work with someone in another country as it is to work with someone in the next town.

And why limit yourself to working with people within convenient driving distance when, just as conveniently, you can work with the most knowledgeable people in the entire world?

For those who are native English-speakers or have excellent command over it, it is fortunate that English seems to be the language that people use if they want to reach the widest possible audience. However, even for native English speakers, cross-cultural communication can be an issue: just witness the mutual incomprehension that can sometimes arise between people from different English-speaking countries.

Given different cultural contexts, this brings new communication challenges to the workplace. Even when employees located in different locations or offices speak the same language, there are some cultural differences that should be considered in an effort to optimize communications between the two parties.

In such cases, an effective communication strategy begins with the understanding that the sender of the message and the receiver of the message are from different cultures and backgrounds. Of course, this introduces a certain amount of uncertainty, making communications even more complex.

Without getting into cultures and sub-cultures, it is perhaps most important for people to realize that a basic understanding of cultural diversity is the key to effective cross-cultural communications. Without necessarily studying individual cultures and languages in detail, we must all learn how to better communicate with individuals and groups whose first language, or language of choice, does not match our own.

However, learning the basics about culture and at least something about the language of communication in different countries is important. This is necessary even for the basic level of understanding required to engage in appropriate greetings and physical contact, which can be a tricky area inter-culturally. For instance, kissing a business associate is not considered an appropriate business practice in the U.S., but in Paris, one peck on each cheek is an acceptable greeting. And, the firm handshake that is widely accepted in the U.S. is not recognized in all other cultures.

While many companies now offer training in the different cultures where the company conducts business, it is important that employees communicating across cultures practice patience and work to increase their knowledge and understanding of these cultures. This requires the ability to see that a person’s own behaviors and reactions are often culturally driven and that while they may not match our own, they are culturally appropriate.

If a leader or manager of a team that is working across cultures or incorporates individuals who speak different languages, practice different religions, or are members of a society that requires a new understanding, he or she needs to work to convey this.

Consider any special needs the individuals on your team may have. For instance, they may observe different holidays, or even have different hours of operation. Be mindful of time zone differences and work to keep everyone involved aware and respectful of such differences.

Generally speaking, patience, courtesy and a bit of curiosity go a long way. And, if you are unsure of any differences that may exist, simply ask team members. Again, this may best be done in a one-on-one setting so that no one feels “put on the spot” or self-conscious, perhaps even embarrassed, about discussing their own needs or differences or needs.

Avoid humor until you know that the person you’re communicating with “gets it” and isn’t offended by it. Humor is notoriously culture-specific: many things that pass for humor in one culture can be seen as grossly offensive in another.

Finally, if language barriers present themselves, it may be in everyone’s best interest to employ a reliable, experienced translator. Because English is not the first language of many international business people, their use of the language may be peppered with culture-specific or non-standard English phrases, which can hamper the communication process. Again, having a translator on hand (even if just during the initial phases of work) may be the best solution here. The translator can help everyone involved to recognize cultural and communication differences and ensure that all parties, regardless of geographic location and background, come together and stay together through successful project completion.