Importance of Customer Service in Radio

Recently, a client had a spot declined by a station he was seeking to advertise with.

The station had identified a couple of issues:

  • The spot was 31 seconds long, so they were going to bill as a 60
  • The spot was in stereo, rather than mono, and they would charge a fee to convert

The first is a legitimate concern. However, upon inspection, I noticed the spot was actually 30.4 seconds long.

The second was a little more bizarre. Although it seems absurd to me that anyone is working with a software that cannot ingest a stereo file, I will give them the benefit of the doubt. There are many unique situations and setups with different requirements.

It takes less than five seconds to convert a file from stereo to mono. It takes about the same time to reduce an audio file from 30.4 seconds to 30 if indeed the extra .4 seconds is an issue. Is any of this worth losing business over?

Understandably, all stations are different. It’s possible their production department is stretched and doesn’t have time. The problem here is attitude and how it’s seen by the customer.

My philosophy, as should be the case for any business, is to do anything within reason to get a client on the air. Sometimes even beyond reason. Perhaps I am too generous, but acting in a way which causes lost business certainly doesn’t seem ideal, either.

Needless to say, the client decided not to advertise with this particular station.

In my experience, most stations have sales, production and traffic staff who are extremely friendly, helpful, and accommodating. Clearly, this particular station has work to do. It never hurts to step back, take a look at some operations and policies, and consider how clients perceive them.