By David Kidd, BPR
Amazon’s Jeff Bezos once said “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better”.
So, how’s the party going at your station?
Are the listeners being served what they want? The type of music, entertainment, news & information, personalities.
Are they being served on time and with the correct quantity of each ingredient?
Are they engaging in the experience or keeping close tabs on the time so they can make a quick exit and go to the next party (your competitor)?
Stepping aside from radio for a moment, think about the last time you had a really great experience as a customer — remember the ways that experience left you feeling.
Now do the same for the last time you had a poor experience as a customer.
Customer experience is the impression customers have of a brand as a whole throughout all aspects of the buyer’s journey. It forms the perceptions of a brand.
It’s no use assuming what the listeners’ experience is ……you must ask them.
Accurate listener research is one of the most important tools in a programmer’s arsenal.
You find out what they want from their favourite radio station and then measure their LX… listener experience…. to determine how well your station is performing.
Is your station the “hottest party ticket in town” or a time filler for one that’s better?
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