Radio, which has shied away from incorporating the Internet into its business model, would be wise to consider increasing its use as means of providing customer service. Quickly becoming the mantra of all businesses attempting to push through the recession, excellent customer service can engage listeners and encourage them to return for future visits. Analysts argue that the increased demands for quality service will continue long after the economic decline is over. How then can radio, otherwise content to let listeners tune in and out, harness opportunities for improved customer service?
Building Trust
Trust is the cornerstone for building a loyal listener base and opportunities to build trust occur when interaction options increase. If a radio station has a call to action based on a competition or song request, the experience of the listener during that call to action will lay a foundation of trust. Listeners who are able to query a radio station and receive a timely and accurate response are more likely to come back and recommend the station to acquaintances with similar music tastes and needs. The Internet has given listeners the ability to request songs at the click of a button and removing the need to wait. By utilizing Internet technology, such as through ListenerActive, radio will be able to increase its methods of customer service. A person can text a query for the name of a song they just heard and the technology generates a quick and accurate response, setting up a positive relationship between the listener and the radio station.
Make Human Contact Easy, Ample and Varied
Radio has the infrastructure to support human contact for their media while many Internet music services do not. Internet music relies almost exclusively on automated systems to provide the illusion of a personalized response. While these measures will provide a certain level of customer satisfaction, it is increasingly apparent that a human response will provide an edge to customer service. Many radio stations are already set up to do this through staffing. Increasing these opportunities through DJ chats, shout-outs, voting and song requests, will strengthen radio’s ability to provide quality customer service. According to Selena Maranjian this growing need from today’s consumer ” creates enormous opportunity for those companies that are willing to significantly improve their customer service. By doing so, they can stand out among their competition and win more business.” [Source: Motley Fool]
Make Systems Employee and Customer Friendly
Today’s audience wants low intrusion advertisements that are relative to their needs. Ease of use such as being able to find the station across many platforms, and the ability to query the system as easily as possible will result in overall consumer satisfaction. At the same time, a system that streamlines the process for employees will increase its chances for success. Utilizing a system such as ListenerActive will provide new avenues t o engage in dialogue with listeners while only requiring minimal training for staff. Having technology set up to provide a positive experience on both ends will increase the likelihood of a positive interaction.
Ron Zemke and Tom Connellan in their book e-Service, state that ”Customer Service is your brand.” Without the opportunity to provide quality customer service radio is missing out on the opportunity to reinforce their brand. By increasing opportunities to interact with listeners radio will increase the opportunity for a positive customer experience. With every positive experience they will create a lasting impression that will keep listeners coming back for many of their music needs.
Radio, which has shied away from incorporating the Internet into its business model, would be wise to consider increasing its use as means of providing customer service. Quickly becoming the mantra of all businesses attempting to push through the recession, excellent customer service can engage listeners and encourage them to return for future visits. Analysts argue that the increased demands for quality service will continue long after the economic decline is over. How then can radio, otherwise content to let listeners tune in and out, harness opportunities for improved customer service? (more…)
