What does an organization that engages in conversation look like? Kelleher distinguishes 11 building from 0 to 50 appointments/monthblocks for a human conversational tone:
You invite people to engage in conversation
You are open to a direct dialogue.
You use communication that is very much like a conversation.
You try to communicate in a human tone.
You try to be interesting in communication.
You communicate with a sense of humor
You are not afraid to refer to competitors.
You try to make communication pleasant.
You dare to admit mistakes.
When fac with criticism, you provide prompt feback in a neutral manner.
You treat others like people.
The mutual relationship
In addition to speaking in a human tone and actively seeking conversation, Kelleher believes it is also essential to communicate with the customer about the nature of the relationship. In their study Organizational Blogs and the Human Voice: Relational Strategies and Relational Outcomes , Kelleher and Miller (2006) distinguish six criteria that consumers value and that give them a positive feeling about their relationship with an organization:
You show that you are committ to the relationship with the customer
You communicate about the desire to build a relationship with the customer.
You emphasize involvement.
You indicate that the relationship has a future. Building blocks for
You emphasize the quality of the relationship.
You are willing to question your own organization.
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By clearly focusing on the relationship and communicating with a human tone, Kelleher has seen a lifetime access to course materials positive impact on trust, satisfaction and engagement among respondents in his research.
Communicating with a human tone positively influences trust, s atisfaction and commitment
