It’s been six years since we first learned of COVID-19. That era we plowed through seems to have warped time and certainly altered the way we—and everyone—does business. During that time, we held virtual events, perfected Zoom client meetings, and implemented on-site, no-touch contesting.
COVID also changed customer service. With the second survey of 2026 on the horizon, now is a great time to revisit how we treat our listeners through customer service.
Start with, “What can we do that Spotify can’t?” Local radio is the best at connecting with the community. SiriusXM—not so much. You might remind us that budgets have been slashed and our own people effort is vanishing. Our clusters are cash-strapped and time-starved.
However, let’s remind ourselves that local radio is still king at creating goodwill and making listeners “feel” great when executed properly. How about a few easy and affordable ways to make your brand experience stand out—and rise above your competitors?
Station Lobby Experience
This is the initial face-to-face touchpoint for your listeners and clients. Most broadcast lobbies resemble a mortgage or title company. Create a “wow” visual upon entry with industry snapshots and awards.
Radio is show business. Offer visitors a snack or beverage. The auto dealer that advertises on your stations does this—why not you?
Three simple tactics that will leave a lasting impression on in-station visitors.
The first is offer a brief station tour. The vast majority of listeners have never seen a broadcast studio. Have a talent or seller take a break and walk visitors through the hallways. What we do every day feels routine to us, but to a listener, our studios look like a NASA control center.
Secondly, when prize winners—big or small—arrive, surprise and delight them with an unexpected free item. This could be a station-themed product, a sponsor certificate, or even a local high school football schedule.
Lastly, have your talent write a handwritten thank-you note on a logo postcard for being a loyal listener. Include it with prizes. It’s something most people won’t discard. Encourage your sellers to send handwritten thank-you notes to clients when they book or renew a schedule.
On-Site Presence
If you truly want to connect, remove anything that separates you from the listener. Tables create barriers. Staging puts you on an island, away from the people Spotify and SiriusXM can’t reach. Shake hands, take photos with listeners and their kids. Send instant thank-yous through your social platforms. Work the events.
During my decade in Chicago, my night talent was the legendary Dick Biondi. He was a magnetic presence wherever he went.
At on-site promotions and live events, he had the rare ability to turn even the simplest appearance into something unforgettable. What set him apart was his genuine connection with listeners. Dick engaged with each person one-on-one, creating moments that felt personal and authentic. Fans didn’t just listen to Dick Biondi—they experienced him.
His legend was cemented through face-to-face interactions, where his love for radio came alive. He understood that great radio extends well beyond the studio. Dick Biondi made every handshake and every event an extension of his show.
There’s a movie about Dick Biondi. Have your talent study it.
Studio Communication
Think of this as your customer service center. When a listener calls, what happens? At most American radio stations, it’s ringing, waiting, and frustration. In any other business, that’s unacceptable.
When companies like Dell, AT&T, or Spectrum left customers hanging, they paid the price and improved their systems. Yet this still happens daily in radio stations, despite low-cost technology that can fix it.
What’s even more ironic is how often on-air talent complains about poor service elsewhere while mismanaging listener expectations themselves.
I once worked for a company in the pre-voicemail era where every phone had to be answered within three rings—no exceptions. If you walked past a ringing phone, you picked it up. Titles didn’t matter. Everyone, from the CEO to the newest assistant, was responsible for the customer.
That customer service mindset still works. A true customer service culture doesn’t happen by accident—it’s built, reinforced, and led.
In retail, it’s obvious. At Trader Joe’s, you can ample anything (uncooked) on demand. How about Costco, where you can return anything without questions asked. Amazon has made billions because they’re “customer obsessed” according to Jeff Bezos with any lost package gets a next day replacement.
The good news—this is fixable. Start small. Improve one aspect of customer service each week. Begin at the front desk and work your way through the building. Involve your team. Build a culture where everyone owns the listener experience.
Remember these simple actions to improve your customer service.
Return each voicemail, email, and direct message. Have your morning show do free Cameos—perhaps with a sponsor. You can mail prizes to winners when more convenient—creating an easy fulfillment path. Always respond to every social media message quickly. Lastly, form a small circle of fans and reach out regularly for feedback. Every little bit helps.
This short list—though it could be much longer—requires little investment. The emotional equity you build will be significant.
In 2026, listeners have exponentially more choices than even a decade ago. Customer service must be a core part of the brand experience. From streaming platforms that resolve billing issues instantly via live chat to radio clusters engaging listeners in real time on social media, the end user has set the expectation. Fast, human, and frictionless service gets noticed.
Companies that empower their teams with tools to actively listen and respond effectively deepen listener loyalty.
This may serve as a refresher for those already prioritizing audience engagement, or it may introduce new ideas to others.
Know this: when it comes to serving the customer, we endorse what we allow.
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Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.
