Why is this important?
When we know and understand the differences in the way people communicate and how these differences can be explained, it allows us to rethink the interpretive framework that we apply to evaluate people and enables us to understand ourselves and others better. Misunderstandings may occur increasingly when communicating with a person from a different cultural background; yet, it may as well occur when speaking to a person from your own cultural group.
The general competence to communicate, especially when situation appear as problematic, is crucial to communicate in an intercultural context.
Check out the exercise to understand better which communicational matters may influence the way of communication.