Building holistic relationship communication programs in an interactive marketplace
This paper provides a comprehensive framework for a new communication process model where company and consumer perspectives are considered as co-equivalent parts of a relationship communication system. It is based on the notion that in 21st century market realities, business needs a more dynamic model to deal with relationship communication processes that are based on integrated efforts to build value and create benefit for all parties. Underlying is the assumption that value is captured most efficiently in the form of increased connectedness between the various parties. This process is characterised by the effective integration of customer feedback that enables the company to move forward in the relationship process. It utilizes a new, process-based classification of communications; planned communication, contact and connectedness. The managerial significance of the model is demonstrated through three distinctive case studies.
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