It was happening anyway, but now part of the fallout of the web, websites, smartphones, and social media is that data driven communication activities are trumping telephone contact. How many of us would rather text, go online, or connect socially, rather than pick up the phone and take our chances with whoever is on the other end – assuming they even answer?
Now you can chicken-and-egg me on this, but the cold truth is that customer service over the phone has been deteriorating anyway, and many consumers would rather control their contact with companies and brands, rather than sit on hold, talk to indifferent customer service reps, or those who simply have a hard time communicating.
This hit home for me in a new TV commercial for Domino’s Pizza where the not-so-underlying message of the spot is “Don’t call us if you want great service – go online instead.” By denigrating the phone experience, Domino’s is empowering its customer base to use the web, order their pizza, and exercise a high level of control – along with receiving better service.
>EMAIL RECIPIENTS: CLICK HERE TO WATCH DOMINO’S PIZZA COMMERCIAL<
This is a message to radio about how modern-day brands connect and communicate with their audiences – including legacy companies like Domino’s. And yet, I still talk to stations, DJs, and personality teams who continue to be hesitant, reluctant, or who simply push back at the notion of acknowledgement and response time on the web or socially.
In a consumer environment where it’s all about saving time, getting it done, and juggling many different tasks, how much patience do your listeners really have? And what are the ways they truly would prefer to connect with you?
For the past few years, we’ve been asking station fans just that in our Techsurveys. When you look at the pecking order of frequent touch points with their favorite radio brands, the changing reality of our times and of our listeners is becomes very clear:
The lowly request line is well down the list of frequent touch points – and deservedly so. In many ways, it is symbolic of radio’s poor customer service focus.
For consumers, it’s all about control – and radio listeners have learned over the years what works and what doesn’t. Studio lines that endlessly ring, are incessantly busy, or are answered indifferently (or even rudely) have taught the audience that they’re better off connecting via email, the website, and even socially – ahead of calling that request line.
Domino’s has just made official what we’ve known all along: if you want to get want you want, when you want it, go online.
Radio brands need to step up and connect with consumers on their preferred platforms – and do it really well.
Or they’ll go elsewhere.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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You are right in most instances about getting it done. But calling a station is about: #1 wining something and maybe getting on the air and #2 talking with the jock. The reasons companies like Dominos or whatever are using the Web instead of the phone is to avoid customers! Customers on the phone waste time. Although I’m a firm believer in the personal touch with customer relations/ordering because this is the time when you have a chance to make a positive bond with your customer.
Robin, you are correct. The phone provides a great opportunity to make a personal connection. Problem is, most stations do not regard it as a real tool for communication and relationship building. As a result, the customer experience is abysmal, and radio loses an opportunity to make a great connection. Thanks for the insight and for taking the time.
If I was making pizzas the call from a customer would probably interfere with my work flow and my ability to do my job with customers at the front counter.
However radio is in the business of building relationships no matter how that listener chooses to reach out to us. Even though your research shows that listeners are using the phones less – I’m in the enviable position of seeing over 300,000 calls come in to Radio Voodoo last month. These are stations that are giving their listeners the opportunity to interact by leaving a message, hearing what the names of the last 5 songs or by leaving a news or traffic tip to some of the top stations in the country.
People are saying radio is dead and we spend a lot of time arguing that point because many listeners treat radio as a background piece of their day. I would argue that when news happens in front of them or they are desperate to find out what that last song was they still pick up the phone and call the station. I love being a part of the solution of what happens to the calls when no one is in the studio. Lets think before we close down an avenue for listeners to reach out and touch the station or a real personality. It is that one to one communication that can turn someone from a listener into a real fan! Dee – The Radio Voodoo Queen
Dee, thanks for the illustration of caring and customer service – two elements that just aren’t in enough abundance. Too often, radio people don’t equate their own phone habits to the types of treatment they abhor when they’re dealing with companies. You are correct that people who passionately serve can make a difference. And it reminds me a great deal about Lori Lewis talks about the importance of social acknowledgment. It’s all part of the same communications ecosystem. Appreciate you taking the time to comment.