“We cannot live only for ourselves. A thousand fibers connect us with our fellow men; and among those fibers, as sympathetic threads, our actions run as causes, and they come back to us as effects.” – Herman Melville
What do Gibson Guitar, United Airlines, DHL, Hertz, and AutoZone have in common with many radio stations? They’re all companies that have employees working at odds with the company goals, according to a study by brandchannel.com.
The bottom line is that your switchboard is one of the front lines for listener contact, but those people usually aren’t well trained or well motivated. They’re just punching the clock and putting it time each day, and that can result in an experience that’s different from what you might want. We tend to think of the jocks and the only first line of contact, but every time anyone from your station touches a listener, it can be good or bad.
Have you read any online reviews lately? Social media has increased this razors edge. Try searching for “(your station) sucks” and you’ll see what I mean.
The challenge with those companies listed above and many radio station companies, it that we’ve been great at taking the “connectivity” out of our stations so we can get better “shareholder value.” From the obvious like voice tracking to the more subtle like IVR phone trees when they call the station, we’re eliminating an important emotional connection.
What can you do to reverse this trend?