In my latest book, Join the Conversation, I predict that by 2012 we’ll see organizations with newly created “conversation departments” dedicated to dialoguing with customers. I talk about a Chief Conversation Officer, who could very easily replace or trump the oft-beleaguered Chief Marketing Officer. I outline a time when all customer conversations are essentially unified under one roof.

Why?

Perhaps one of the biggest failings of marketing — and I apologize if I seem to be singling out the direct marketers here because, in fact, I’m not — is that it is too focused on acquisition. Time and time again, we seem to ignore our lifeblood, our existing customers, in favor of the elusive “masses.” We’re constantly tripping ourselves up in fine-tuning calls to action, offerings and offers, instead of dividing our attention between those who might buy us and those who already do.

Don’t get me wrong: I’m not calling for an end to the practices that you hold so near and dear. Rather, I’m challenging all of us to find a new balance between — no, a better of way integrating — the demands of acquiring customers and the challenges of retaining them.

I’d even take it one step further by truly delivering on the promise of integration, which means connecting the dots. If we can discover a bridge between prospects and loyalists, perhaps we can then uncover marketing’s true sweet spot.

If you think about it, we already have in some ways. Some call it “word of mouth,” others “viral marketing.” Still others refer to it as “buzz” or “influencer outreach.”

At the end of the day, it’s about rewarding those who might be enticed to join our conversation without alienating or neglecting those who are already true to the brand.

Today, loyalty is frivolous and fleeting. We marketers are constantly being tasked with reinvention and revolution and are only as strong as our last transaction or customer interaction. By committing to conversation, we can take significant steps toward spanning the chasm that separates “us” from “them.”

I can think of one major computer manufacturer that is living this and delivering against this value proposition on a daily basis. Its executives have discovered the power of conversation — not just monitoring, but indeed effective response and responsiveness. Every customer complaint, compliment, question or concern deserves and mandates our time, our effort, our investment.

As I tell my son, “Take the wax out of your ears and start listening.” You’ll be overwhelmed in both the best and worst possible ways. And your professional life will never be the same.

Joseph Jaffe is president and chief interruptor of crayon, an advisory group.