Video Didn't Kill the Radio Star

Video Didn't Kill the Radio Star

Back in 1999, my math teacher asked everyone in the class to approximate the number of hours listened to the radio, watched TV and used the computer. We later compared these numbers to those of our classmates. When I was a kid, I didn't listen to radio and instead watched lots of TV. My habits were mere mirrored by my classmates.

However, as I started driving and my life got busier, I had a lot less time. I found myself listening almost exclusively to radio, since I didn't even have time to compile a music library!

So, contrary to what the hit single by The Buggles would lead us to believe, video didn't exactly kill radio.

When new communication technology catches the radar of the masses and becomes mainstream, we’re eager to shift our attention and leave older methods behind. This is particularly true when allocating resources for your brand’s customer experience.

A new channel never replaces the old one

If anything, a new channel will only highlight the shortcomings of older, more established channels.

For example, radio may seem useless when you can get a visual along with it. But when your eyes are busy doing something else (like driving), radio demonstrates its clear advantages.

Another example is snail mail. It’s been completely made obsolete by the prevalence of other forms of communication. Yet, mobile apps that allow you to (conventionally) mail handwritten cards such as Felt are bringing it all back.

Even though new communication methods keep appearing on the horizon, older methods are still sustained for one simple reason: people desire old-fashioned, human connections. People, in return for making themselves available (be it through mail, telephone, or social media) expect companies to reciprocate by doing the same.

A new channel cannot work by itself

As a business owner, you may have a Twitter account, a community and a support help desk. Yet how seamless is your customer experience across these channels? 10 years ago customers were more sensible in their expectations, using phone, email and chat as stand-alone channels. Customers were readily accepting limitations of these communication methods.

Yet today’s customers can send a support ticket today and tomorrow ask a different question via Twitter. They expect you to know their previous orders, support requests and to top it off, solve their question directly on Twitter!

A new channel is a competitive advantage

Not only the number of new channels grow but the adoption rates are growing faster with each passing year.

This means that people are more willing to take risks and give new methods of communication a try once it becomes readily available. Therefore, if you start using that hot new platform in your customer service process fast enough, you can use it to differentiate yourself within your target market. You will also have an advantage of integrating this channel in your business first.

The next channel will take over by storm

New communication channels keep shattering adoption records set by previous ones. Consider that it took the telephone 75 years to reach 50 million users. The Internet was able to reach the same user base in just 4 years, and Instagram in about 2. This trend is set to continue as platforms that work get shared faster among a wider audience.

In the table above, we see that after technology is adopted, it tends to stay popular (tapering off over time — not dropping off sharply). This demonstrates that technology stays popular because it fills a specific void, meaning that new, undiscovered technology will likely fill needs we never realized were there to begin with.

The role of support agents is changing, too

The path to success is through embracing new ways of communication technology, not rejecting it. Technology today means that companies have access to big data and support platforms leaving them no choice but to make intelligent self-service the norm. Changes in platforms also bring changes in methods, and that’s where your support agents come in.

Today’s customer service agents aren't what their name implies. They are brand advocates, content curators and community managers trained to resolve issues publicly as well as privately. They are professionals focused on engaging with every customer’s point of contact and quick to adopt changing communication media.

The bottom line is…

The world is constantly changing. At one point people thought the only way to watch a movie they wanted was to go rent or buy one — things unheard of today. The reality is, no one can predict where technology will take us. The best thing to do is to look around you and keep your eyes (and ears) open!

Helprace (http://helprace.com) is a customer service software to make your company the envy of your competitors. Helprace allows you to stay ahead of the curve with a feedback community centered around your brand. Helprace also offers a ticketing (helpdesk) system and a knowledge base to keep your company literature centralized.