Infection Alert: The "Bad Manners Bug".

In today's high-tech world, people often forget they're still communicating with real people - not just with electronic devices. And that memory lapse is not good news. Rather, with the decrease in face-to-face interactions, communication etiquette has vanished along with the use of the rotary telephone.

For example, a commonly used recorded announcement proclaims, "Your call is important to me. Please leave a message, and I'll return your call as soon as I can." Unfortunately this oft-repeated refrain is just that and nothing more. Perhaps people should modify their automated greetings to be more accurate. The standard could become something like, 'Your call may or may not be important to me. I may or may not return the call. If I do, it may take up to six months." While this may be more truthful, is it really what business professionals want to convey?

The reality is that increasing numbers of communication attempts are not being answered, and that's a disturbing commentary on today's corporate culture. Whether this behavior comes from the top down or the bottom up, it doesn't justify the unacceptable excuse about being "too busy." Nor does it have anything to do with social blunders in cyberspace or adhering to good "netiquette."

The real issue is courtesy. Not returning calls or failing to respond to other communication attempts is just bad manners, plain and simple. How do businesses tolerate this mindset in light of all the talk about the global economy, customer service excellence, strategic partnering and the need for increased organizational efficiency?

In most cases, it starts at the top. Company presidents and CEOs need to become models of professional courtesy. All it takes is a conscious attitude adjustment and a deliberate choice to answer all legitimate written, verbal or e-business communication in a timely manner. This is not tough to do. In fact, a good example comes from a software development company in Vail, Colorado. The firm, Resort Data Processing, has no company receptionist, nor does it have a voice mail system. The company publishes two main numbers, one for sales, one for service. If the lines are busy, it means the staff is busy. The company's customers have access to live personnel 24/7. Depending on which line is called, either a salesperson or customer/tech support person answers the phone. The caller is not transferred to another individual, nor does he or she have to leave a message. In other words, the caller gets the information and/or answers to his or her questions instantly. This system, which gets rave reviews from the company 's customers, is a far cry from having to go through the maze of most company voice mail systems.

Think about it. It requires so little to respond to incoming communications. How long does it take to say or write, "Thanks, but no thanks" to a caller, faxer or e-mail sender (with the exception of advertisers and SPAM senders)? We're talking about business communications with a genuine purpose, especially where someone is legitimately trying to find out if he or she can help a prospect or customer. If the communications' initiator cannot be of service, the responder should simply tell the caller/writer/sender. This completes the process professionally and eliminates the vicious cycle of multiple contact attempts, which is a complete waste of time for everyone. To do otherwise is just rude, arrogant and inconsiderate.

In this high-tech world, technology by itself cannot be regarded as a communications panacea. It's simply a tool that helps streamline communications, but only when people apply it the way in which it was intended. If communications technology isn't used as a two-way street, it's people who have failed, not the technology. John Naisbitt, author of the 1982 best-selling book, Megatrends, predicted the emergence of a communications gap that would affect the way people live and work. He was the first to introduce the concept "hightech vs. high touch," where he said a high-tech world has to counteract the impersonal orientation with equal amounts of person-to-person interactions. As a visionary, he recognized that increased reliance on technology for communication would require individuals to go the extra mile in removing anonymity. But instead of taking heed, we've been ignoring Naisbitt's warning.

It's time for that to change. Companies need to rid themselves of the "bad manners bug" and eliminate the "non-communication" viruses that are so pervasive in business today. Start by implementing professional courtesy as a company policy. Make a commitment to yourself and your company to stop the cycle of unanswered communications. Personally respond within 24 hours, or delegate the task to someone who can. Remember, great companies do more than make great widgets. They know the key to good business is to practice professionalism in all areas, most importantly in communications.

Gerri Knilans is president of Trade Press Services, a highly specialized business-to-business marketing firm in Thousand Oaks, CA, Her firm serves as a link between publication editors and companies that have a specific business expertise. Ms. Knilans has over 25 years experience as an entrepreneur, sales and marketing consultant, educator and trainer. For more information, please call [phone] or visit the company Web site at www.tradepresservices.com