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It’s true that radio listeners can hear any song they want, anytime they want, via streaming platforms, but some still call in to make a request or to send out a dedication. While most radio personalities don’t have the pull to play song requests, simply blowing off the listener with an “I’ll see what I can do” does a disservice to the station.

In a blog post, Coleman Insights suggests DJs use this phone interaction to see what other artists or songs the listener may like. Perhaps, see what he or she likes about the radio station, if they play contests and come out to station events.

Coleman warns that the conversation should not be aimed at getting actionable data – “you’ll want a research study with a representative sample to achieve that,” the post says. The goal, Coleman says, “is to provide outstanding engagement and customer service” for your listeners.

The days are gone when the listening public counted on radio to play songs that they didn’t have in their own music collection. In today’s on-demand streaming world, that no longer rings true. What is also no longer true is the freedom DJs had to play requests and add to the playlist as they see fit. Coleman says lose “I’ll see what I can do” from your vocabulary and instead engage with those who have taken the time to interact with you.

As earlier reported by Inside Radio, if you are able to play requests, the Canadian publication The National Post says the action serves as a bonding experience between the requester, the radio station and the listening audience.