Tim Westergren, Pandora Founder and Chief Strategy Officer, spoke with Cincinnati Social Media Breakfast attendees and detailed how Pandora came to be, future plans and how their customer focus came to their rescue.
Grassroots Investment Pays DividendsWhen Congress was recently considering new policies that would have tripled music royalty costs, Pandora reached out to users and asked them to write/fax Congress.
According to the Washington Post, Pandora was making its last stand. The influx of requests to save Pandora was larger than those requesting Congress end the war in Iraq. The overwhelming citizen response forced a second round of negotiations with Congress.
This return on investment provides an obvious reason to focus on the customer. But consider that Pandora’s customer base expands by 40,000 new listeners – each day. Most companies with a rapidly increasing customer base could just as easily see interactions with them as a cost. Some consumer goods companies traditionally would hide behind a byzantine phone menu and/or outsource live support to a call center. Pandora takes road trips across the United States and has town meetings with users in cities big and small.
So while the number of customers might have brands considering economy of scale when it comes to interacting with them, consider Pandora.
Inspired Audience Creates ContentThis was just one of the stories that Westergren shared at the event sponsored by Lucrum and hosted by LPK. Here are related links if you’re interested in learning more about Pandora and Westergren’s engaging presentation.
Net radio entrepreneur visits | The Cincinnati Enquirer
Lucrum Podcast | David Bowman and I discuss Pandora and the Social Media Breakfast events.