Hypocritical as it may seem, I listen to a lot of XM radio. Not just because it’s commercial free, but because of its sheer breadth and selection. On any given day, I could punch a few buttons and sample stuff by George Jones, the Ditty Bops, Oscar Peterson, Franz Ferdinand and Blossom Dearie in the span of a few minutes. Sirius aside, that’s one unique product with a powerful message and benefit.
Recently, I called XM customer service to report a signal loss and got put on hold. What do you think I heard next? Remember, XM has nearly 200 channels of “commercial free” music, talk, news, comedy, sports and weather to choose from.
This is what I heard next: “While on hold, you may experience a period of extended silence. Please do not hang up. Your call will be answered shortly.”
XM-cuse me? Talk about a missed opportunity. What a letdown–it’s a little disoncerting to witness a company losing sight of its own benefit right before your ears.
As a disturbing post-script, more than one of their channels, including my kids’ annoying favorite, Radio Disney, is now playing commercials on a regular basis.
What was that promise again?
Bill Cokas
Creative Director
Strategic Insights
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