What Radio Can Teach Marketers Lacking Skills
July 26, 2016
I read a piece the other day titled, "Marketers Lack the Skills to Deliver on Customer Experience."
The article was about using data and personalization to build stronger relationships with consumers. And according to the decision-makers interviewed, they put much of the fault for their inability to deliver outstanding customer service on the lack of necessary skills among their own employees.
Perhaps the solution for these big brands struggling to provide real customer experience is to hire radio to teach them what the core tenets of brand building are really all about today.
- Radio knows it's about hacking our way, every day, to try and personalize each fans experience with our brands.
- Radio knows experiences trump empty transactions, always.
- Radio knows to never look at fans based on what they can do for us but rather how we can serve them.
- Radio knows it's all about what people remember.
- Radio knows audience perception has a bottom line effect.
For those brands lacking skill to create what I love to call 'holy crap' moments, consider the following examples.
WNNX/Atlanta's Southside Steve reinforcing one of radio's great intimate strengths when surprising a fan with tickets and backstage passes to her favorite rock band:
KSAS-FM/Boise using its connections to make sure a huge Meghan Trainor fan would meet the pop star. Listen for the moment when someone says, "None of this would have happened without KISS-FM."
WDRQ/Detroit shocked "Josh Gracin's biggest fan" when they saw her on Twitter, talking about the Country star. Why not surprise her with backstage passes?
These are the moments that make people come alive.
They give fans the feeling that they are seen. They remind fans that they matter.
And captured socially, it's the greatest form of marketing to remind everyone radio is more than just a utility - it's a living, breathing brand that cares about its community.
'Holy crap' moments, however, don't always have to come in the form of big prizes, tickets or meet and greets.
Often times the simple act of acknowledgment means everything:
Customer experiences are the intangibles that matter.
And the brands that get this are simply inherently social. Meaning they wake up every day wanting to make someone's day.
Howard Schultz, Starbucks' President and CEO, put it best:
"Great brands are a culmination of intangibles that do not directly flow to the revenue or profitability of a company, but contribute to its texture. Forsaking them can take a subtle, collective toll."
Data and other digital deliverables are important. But don't get too caught up in them that you dismiss the strength of serving fans, one at a time.
The world is drowning in substandard behavior because too many people are overthinking this stuff.
It's as simple as this:
Never miss an opportunity to be good to people.
Uber Sick Puppies fan getting his mind blown after WBSX-FM Scranton/Wilkes Barre invited him to join them backstage after a recent concert.
There's your customer experience 101 for today.
Reach out to me anytime on Twitter @lorilewis.
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