The table illustrates the types of communication skills that are considered important in their jobs over 9 year interval, starting from 1991
Throughout the period shown, the main skills that people found most significant were those related to dealing with people. However, there was a marked increase in the popularity of other skills, particularly in listening carefully to colleagues.
In terms of external communication skills, the most important skill was dealing with people, at 60% in 1997 and 65% in 2006. Similarly, the percentage of knowledge of particular products or services accounted for 35% in 1997, and there was a slight increase in this sector, at 41% in 2006. Moreover, the proportion of advising or caring for customers or clients increased 36% to 39% in the same period. On the other hand, the sector, namely selling a product or service, experienced a reverse trend. There was a declining trend from 24% to 21% in the whole period.
Meanwhile, listening is regarded as the most significant element in internal communication, which made up 38% in 1997 and 47% in 2006. In contrast, making speeches and presentations was the lowest share, representing 7% and 11%, respectively. The other categories, such as training, persuading, analysing or planning, were voted approximately from 14% to 25% in 1997 and from 15% to 30% in 2006.