When Tim Davis returned from his trip to SXSW earlier this year, all he talked about was CX or UX – customer experience or user experience.
Earlier this year, a new Forrester study was released that supports Tim’s takeaway. They surveyed 137 “Customer Intelligence” professionals from a wide range of industries (the media entertainment/leisure category represented 15% of the sample).
The big conclusion? The top two priorities were “improve the online customer experience” and “improve the multichannel customer experience.”
As radio’s competition expands and becomes more digitally focused, it is critical that the industry adopts a larger view of customer expectations and consumer demands.
Customer checklists need to be part of the tasks that sales and programming tackle. This might include the quality and accessibility of the station’s stream, easy access to podcasts and other web resources, the ability to converse with station personnel via social media channels as well as calling the request lines or the reception desk.
Earlier this week, I moderated a panel at the "Radio Tech Summit" - part of Radio Ink's "Convergence" conference. In "The Mobile CX," we played back selected video segments from the Arbitron/Jacobs Media "Goin' Mobile" study and talked about their implications on the consumer experience. I had great panelists - broadcast executive Bill Saurer, BIA/Kelsey's Rick Ducey, and recent college graduate Nikki Marra. And as we aired it out, it was not difficult to conclude that even the best code writers aren't replacements for understanding how media and technology look and feel from the customer's point of view.
The consumer is in the driver’s seat, and as Forrester objectively reports, the user experience is a large part of getting the focus right.
How is your station’s CX?