Most organizations have systems to broadcast communications out to their members. Broadcasts allow us to disseminate information to groups of people based on behavioral and transactional data. But, they're powered by guesswork, one way and usually a dead end.
Unfortunately most organizations send broadcast emails because they don't have a mechanism to actually interact with individual members. Of course, when someone's upset enough or if there's a problem, they'll find a way to "talk" to you. Or perhaps you send emails out inviting members to reply back or schedule a time to talk sometime, but do they?
Conversational engagement is about finding and acting on opportunities for 2-way interaction with members. With traditional marketing and engagement tactics, the one-to-one connection is sporadic and by happenstance. With conversational engagement, you’re purposely harvesting connections with individuals.
Conversational engagement starts with a question. When someone answers the question, a series of actions fire to provide the person with a more relevant experience. Looking at the Hierarchy of Conversational Engagement above, you can see the levels of engagement leading from the initial question all the way to 1-to-1 human interaction.
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Join us for PropFuel Demo Day (it's only 30 minutes long)!
PropFuel campaigns ask questions over email that capture the voice of the member, automate responses and drive action for each individual. Learn how PropFuel is solving the issues of persona/targeting guesswork, one-way and dead end communications.
Dave Will
While working for SAP, a multi-billion dollar software company, nearly 20 years ago, Dave Will was advised to "Walk faster and smile less, because perception is reality." Dave took this feedback to heart and started a business based on the antithesis of this advice. Fourteen years later, Dave successfully sold Peach New Media, a Learning Management System for associations, which is now part of Community Brands.
Since then, Dave and his leadership team from Peach built an engagement platform called PropFuel, the first Conversational Engagement platform designed specifically for member based organizations to improve member engagement using the Ask, Capture, Act methodology.
Dave lives on the South Shore of Massachusetts with his 3 boys, 3 boy dogs and his formidable wife, Nicole. He's an endurance runner and pretends to work from his boat in Buzzards Bay, MA as much as possible all summer long.