Communication is dialogue-dependant

Planned Contact Creation Connectedness

Communications

 The highest levels of formality  Requires establishing a link to the other  Reached through a dialogue.
party — so it’s interactive and usually
 The lowest level of interactivity allows a moderate degree of customer  A dialogue is reached through high levels of
and customer participation. participation. interaction and participation.

 The communication forms are  Contact creation is a bridge to the mode of

traditional — e.g. advertising and connectedness.
sales promotion, so the customer
remains rather anonymous.

 In order for an organisation to be able to move from the planned communication mode,
to contact creation and ultimately to connectedness, the seller has to learn with, about and from customers.

 Every point of interaction is a learning opportunity and the dialogue is of utmost importance.