This case study on Microsoft's bCentral talks about how Henmore Marketing uses BT Workspace to change the context of her online conversations with clients and employees:

http://www.bcentral.co.uk/business-technology/hosted-services/henmore-marketing-uses-bt-workspace-for-virtual-communications.mspx

Specifically, rather than trying to navigate a pool of emails, Henmore uses a series of 'client workspaces', each with a discussion forum, document library, contact list, task list and milestone calendar.  The client workspace provides the context for all of the associated conversations with that client.  Please-do requests go into the task list.  Status updates go into the discussion forum.  Milestones go into the shared calendar.

The point is to create a single, controlled and consistent context for how all web conversations with their clients occur, and to get away from letting individual tools dictate.  The challenge, of course, is that educating customers and employees to act in a certain way takes time, but like any conditioning the effort is worth it.  Elimination of email mass, reduction in risk of lost files, and a consistency of work experience (which translates to a consistency of customer experience and satisfaction) make it worth it.  This is a good example of the Conversational Web in (infant) action.