When they have information that is accurate. They need to bring that information to communicate with employees. Communication is the sharing of information between two or more individuals or groups to reach a common understanding, including that which is electronically based, is a human endeavor and involves individuals and groups. Communication does not take place unless a common understanding is reached. DIANA department store believes that if there have good communication with employees, it can improve performance. Because good communication is essential for obtaining efficiency, quality, responsiveness to customers, and innovation, it is a necessity for gaining a competitive advantage. Good communication is necessary so that managers can increase efficiency by learning to take advantage of new and more efficient technologies and by training workers to operate the new technologies. Improving quality hinges on effective communication, since managers need to communicate to employees the importance of high quality and the ways of attaining it. Good communication can help increase responsiveness to customers. When the organizational members who are closest to customers are empowered to communicate customer needs to managers, managers are better able to respond to these needs. Innovation, which often takes place in cross-functional teams, also requires effective communication. Team members must effectively communicate with each other to develop high quality products that customers want and the organization can produce efficiently.