A dialogue is a conversational exchange between two or more people. Communication is in the rawest form requires information to be packaged and imparted by the sender to a receiver via some medium. The receiver must decode the message and give the sender feedback. Communication requires that all parties have an area of communicative commonality.
When I go with the flow and throw out the proverbial "we want to develop a dialogue with the customer," is it really a dialogue I mean? Are we really communicating with the customer -- or just throwing spaghetti against the wall hoping it sticks?
Aside from in-person connections and synchronous exchanges, we really don't communicate with the customer. We interpret response to stimuli! As poorly as most online surveys are constructed, I'd question whether that is really a form of communication.
In the marketing and digital world we change the definition of both dialogue and communication to some degree. For instance, an online poll is a way of gathering feedback on a particular single or cumulative experience. But is it a dialogue? Is a welcome email series a dialogue?
Think about the brands you are most loyal to. It may be Starbucks, because you are the nut, like me, that spends far too much on $4 lattes twice a day. It may be the dry cleaner to whom you trust your third most important asset: clothes. House and cars usually precede this. It may be the Lexus or BMW. It may be the chain restaurant like Macaroni Grill where there is no denying the consistency you'll receive each time you visit. Or better yet, if you are a traveler like me, the airline, hotel or car rental company where you live 30% of your life.
A dialogue is a conversational exchange between two or more people. Communication is in the rawest form requires information to be packaged and imparted by the sender to a receiver via some medium. The receiver must decode the message and give the sender feedback. Communication requires that all parties have an area of communicative commonality.
When I go with the flow and throw out the proverbial "we want to develop a dialogue with the customer," is it really a dialogue I mean? Are we really communicating with the customer -- or just throwing spaghetti against the wall hoping it sticks?
Aside from in-person connections and synchronous exchanges, we really don't communicate with the customer. We interpret response to stimuli! As poorly as most online surveys are constructed, I'd question whether that is really a form of communication.
In the marketing and digital world we change the definition of both dialogue and communication to some degree. For instance, an online poll is a way of gathering feedback on a particular single or cumulative experience. But is it a dialogue? Is a welcome email series a dialogue?
Think about the brands you are most loyal to. It may be Starbucks, because you are the nut, like me, that spends far too much on $4 lattes twice a day. It may be the dry cleaner to whom you trust your third most important asset: clothes. House and cars usually precede this. It may be the Lexus or BMW. It may be the chain restaurant like Macaroni Grill where there is no denying the consistency you'll receive each time you visit. Or better yet, if you are a traveler like me, the airline, hotel or car rental company where you live 30% of your life.
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