Voice and tone! Playing a guitar or managing a company?
Voice and tone, when I heard these two words from the class, they reminded me of an electronic guitar, because I am inserted in playing guitar and I know many electronic guitars have two knobs called voice and tone. I could not distinguish the difference between voice and tone knobs clearly and I think both of them have almost the same functions. After I finished reading “Tone and voice: Showing your audiences that you care”, written by Kate Kiefer Lee, I figure out not only the definitions of voice and tons in class, but also the meaning of voice and tone knobs on electronic guitar. I think it is very funny. Although voice and tone are demonologies in two different fields, they have the same meaning. A company or a guitar only has a kind of voice, but they can have many kinds of tones, companies use different tones to meet different customers’ needs and guitar players use different tones to satisfied different audiences.
I think it is right for companies to provide different tone to different users, but the key point is to provide correct tone to users. Especially companies should avoid overemphasizing the value of users. Now, according to different customer’s requirements and values, companies give quite different services and products. This discrimination will easily make part of users or even most of users feel that they are discriminated. Consequently, these users may choose another company because they are looking for better services. What’s worse, companies may lose valuable users, who are against discrimination, due to unfair services. For example, people lack of the awareness of copyright in china. For one thing, viewers watch online films or dramas for free in the previous five years. For another, those websites provide online films without paying for the copyright either and websites make a lot of money through presenting sponsors’ advertisements. Currently, under the pressure of the authority, most popular video websites in China begin to play films and dramas with copyright, and then they require visitors to pay money for it. These video websites put a lot of advisements to show the benefits after you pay money to them, like visitor can watch new films, can skip the advisements etc. They focus on showing the difference between payer and non-payer, but they do not emphasize that the visitors should pay for copyright. Due to the poor awareness of copyright, a misunderstanding arose; many victors consider that why they should pay for watching films and they think the websites only service rich users. The video websites lose a lot of visitors, although they just charge visitors three dollars per month. This indicates, the video websites do not have right tone for their visitors. A right tone need pay attention on customers’ real needs, like respect, fairness. What’s more, a right tone also can help customers build a correct value.
All in all, a successful company is good at using different right tones, just like an excellent guitar player.
