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Engaging consumers through conversations: A management framework for greater performance across converged channels
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.
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Paul Pangaro is CEO of General Cybernetics, Inc. He also teaches on the New York School of the Visual Arts interaction design master of fine arts programme. Paul’s previous roles include chief technology officer and strategy consultant to startups in Silicon Valley and teaching the cybernetics of design at Stanford University. He holds a doctorate in cybernetics and an undergraduate degree in computer science/ humanities.
Hagen Wenzek is the principal and founder of Freestyle Consulting. His previous roles include chief technology officer for IPG Mediabrands, and functions at IBM Corporate Strategy and with IBM Consulting. Wenzek holds a doctorate in electrical engineering and advisory board positions with a number of startups.