Communication is an essential part of working within any company. When up to 89% of customers are doing business with a competitor following a poor customer experience, it demonstrates the need to communicate well with the public and with your own team.

I spoke with the founder & CEO of AppU2, Maxwell Fahandezh, to discuss the importance of communication and how to improve it within any company.

AJ: Thank you for taking the time to speak to me about perfecting communication within companies. For the benefit of the readers, could you tell me a little more about what AppU2 messenger does?

Maxwell: Not a problem, AJ. AppU2 is a multi-purpose smart messaging application for smartphones, it currently operates under a RC beta. AppU2 was built to enable people to create, communicate, chat, share, work, recommend and discover the world through contents and messages on mobile more intelligently. It's been amazing to watch an idea become a platform that has the possibility and capability for hundreds of millions of people to express themselves. We are making substantial investments into this company and we dedicate our time and efforts in helping individuals, talent, enterprise, brands and local businesses with the most up to date mobile communication tools. We help brands and local businesses to provide multiple instant and live customer support options in an effective way and transparent method, on mobile.

AJ: Fantastic. How important would you say communication is in your company?

Maxwell: I would say communication is everything. I credit our success primarily to the cohesiveness of our team. When the company's employees refer to each other, they refer to each other as friends not colleagues. This is because I understood early the need to forge those relationships.

One of the tactics I used was as simple as ensuring everyone sits together for lunch at least once a week, rather than grabbing a quick snack at their desks. Something as simple as socialization helps to temper those bonds, which reflects on performance when the time comes to brainstorm and deliver our services.

AJ: How do you change the way you communicate depending on the size and type of the audience?

Maxwell: At App2U, we firmly believe that there are three different types of communication. The first type is self-communication. The second type is one-on-one communication.

Finally, you have team and public communication.

There are a few minor differences between them, but ultimately it's all about trust. Are you able to speak the truth without becoming distracted by accomplishing this goal or that goal? Beginners tend to be willing to bend the truth, for example, in order to make that sale and impress their boss.

We are not like that, because we know that it's all about trust. If you are not honest with yourself, your team, and your customers, you have no foundations for the long-term future.

AJ: From the customer service side, how would you go about communicating in the right way to make sure you get a positive response?

Maxwell: First of all, it's vital to understand that a positive response isn't always a sale or is not always a happy consumer acquisition. A positive response is where both parties leave the conversation believing they have gained something. We have identified three main questions customers want answered, whether over the phone or in-person.

You need to reveal whether the topic of conversation is going to touch upon a pain point, how long it's going to take, and what we want from them. Transparency is essential.

But at the same time, the hard sell simply doesn't work any longer. Customers are smart and they don't want to be bombarded by uncool adverts or to be disrespected with a sales pitch. We found that when approaching them or speaking with them through genuine interactions they were more receptive to finding out about our services. In fact, many customers actually enquired with us first.

AJ: What impact has technology had on communication issues within your company?

Maxwell: Communication and messaging technology is a perfect solution to connect local consumers to local businesses, enabling logistic strategies or allow direct communication between consumers and brands, it could be a perfect fit for friends too, however, when it comes to team and co-workers, most of our communication is done through speaking to people. We foster as much in-person communication between our employees as possible. I go out of my way to lead by example.

Everyone at AppU2 knows that my door is always open and I will happily speak to them as soon as I can. I know many CEOs don't make themselves available like this, but I believe the time I spend conversing with my employees leads to better staff morale and higher retention rates.

It may mean I have a fuller schedule, but the benefits far outweigh the disadvantages. There are certainly no chances of me altering this open door policy anytime soon.

AJ: I'd like to thank you for speaking to me today about perfecting communication within companies. I'm sure the readers will learn a lot from this conversation.