Sitting in a drive through will never feel the same to me again.
My new friend David Salyers showed us around The Hatch, an entire building devoted to hatching innovation. The walls were covered with photos of some of Chick-fil-A‘s best customers. (Yes! They had invited them in and actually talked to them!) What a contrast to a radio station’s walls adorned with gold records and photos of artists.
At The Hatch they study the “Points of Pain”: those points that get in the way of a great customer experience. It could be waiting in line, a menu that is difficult to read, or waiting for an order. Anything that detracts from the Chick-fil-A experience they study, and work to diminish or illuminate.
Seems like we can learn some things from Chick-fil-A. What are the points of pain for your listeners?
Is it the songs you play that your listeners don’t love or don’t know? Is it a dee jay that blabbers on about things your listener isn’t interested in? It is lengthly spot breaks, endorsements, or fundraisers that irritate? Is it promotions that are boring and conveyed with all the emotion of a legal disclaimer?
If we took a lesson from Chick-fil-A, perhaps we’d not only eat mor chikin, we’d have more listeners.
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