Engaging consumers through conversations: A management framework for greater performance across converged channels

Abstract

Marketing performance depends heavily on the level of consumer engagement with the product or brand. Traditional means to engaging consumers rely on one-to-many communication channels allowing for very limited consumer feedback. With digital convergence, however, the transition from communication to conversation becomes not only economical for the brand, but expected by the consumer. To be managed effectively and efficiently, any conversation with a brand’s consumers requires a rigorous approach and comprehensive methodology. This paper presents a framework to help the brand to understand and actively manage the key conversation components, namely, context, language, exchange, agreement and transaction (CLEAT). The CLEAT framework sets up a conversation for success and allows measurement of progress along each stage, from understanding the consumer’s situation all the way to a commercial transaction. Regardless of whether that transaction is made immediately, engaging consumers in true conversations is the most effective way to build lasting relationships of trust and loyalty — the goal of high-performing marketing.