Spring Book Time: Let's Look Under The Hood!

As we kick off the Spring book, you may have thought I'd reflect on tangible tactics such as programming, imaging, engineering, marketing and talent coaching. You have those handles -- right?

Let's look under the hood of your ... customer service! Beginning with the lobby of your station -- the initial face-on portal for your listeners and clients. Where is it written that your lobby must resemble a mortgage company? We're in show biz. Let's look like it!

Now, does your front desk offer guests a place to sit, make calls or something to drink? My bank does, why not our radio stations?

Imagine if your radio station studio was the Dell 24-hour Customer Service Center -- not even the one in India, the one in Austin.

Your customer would call your Customer Service Center (studio) and wait for a connection or for an answer. And Wait. Wait. Wait.

Nothing. Yet it is happening in thousands of radio studios today, even though remedial technology exists to prevent it (www.radiovoodoo.com).

If this happened when you called Dell or AT&T or Dish Network, would you be a returning customer? No. I don't think so.

I hear radio talent all over the country ranting about the poor customer service they receive at different retail establishments. Yet they don't answer their own phone! Plus, often times the listener gets misled about getting a song on the air!

Be honest: Radio customer service needs help.

And how does your promotional department handle your customer? Do you mail prizes or does the listener pick them up? Does information get lost between the studio and promotions? Are prizes not available when listeners arrive?

Your Promotions Department could use a tune-up, right?

Try improving ONE thing in your customer service area every week. Start with the front desk (first point of contact), and work back through the building. Ask for input from your staff. Be a Customer Service Ninja.

I worked for a company in the '80s (pre-voicemail) that demanded every phone be answered within three rings. Plus, if you were walking by a ringing phone you were required to answer it and take a message. Every person, from the CEO to research assistants, was a Customer Service Ninja.

Your customer service culture can change -- but it begins with you.