James Piecowye thinking out loud

Ideas, inspiration and a bit of random.

Engage Why?

Posted on | May 8, 2015 | No Comments

It is always interesting to ask what makes a person engage with a brand.

I am working with customer engagement 6 hours a week on DubaiEye 103.8 FM’s Nightline program.

I like to think I succeed with customer engagement, but that could also be open to debate.

In the case of radio engagement is often measured in terms of listeners as measured through research.

In my case I have 50,000 listeners on a decreasing scale between the hours of 9 and 11pm.

But what does this tell us about engagement?

A slightly better measure of engagement is the number of people who have taken the time to embed or download programming.

Plays Mobile Plays Likes Embeds Playlists Follows Comments Visits Downloads
5/7/2015 15 2 0 102 0 0 0 275 219
5/6/2015 11 10 0 398 0 1 0 300 368
5/5/2015 12 4 0 76 0 0 0 263 195
5/4/2015 3 6 0 431 0 1 0 145 170
5/3/2015 1 0 0 74 0 0 0 147 333
5/2/2015 5 6 0 67 0 0 0 218 181
5/1/2015 11 0 0 5 0 0 0 496 397
Totals 58 28 0 1153 0 2 0 1844 1863

But I suspect we also need to take into account the quality of the SMS messages and the level of interaction via phone calls.

We did a show on Wednesday talking about the end of self-serve gas or petrol pumps.

Yes you read in Dubai there is no self-serve fill-up options! Some would say that is great others might lament the longterm implications on society.

Here are the calls and SMS messages from the show that aired from 9 to 10pm.

There were some very interesting calls to the show.

Caller 1

Caller 2

Caller 3

Caller 4

Here is the entire podcast!

The SMS to the show.

Hey James.  I’ve seen so many guys leaving the nozzle  hung on to the gas tank thinking it ll hold it … and bam it fell off …so I d Say they need tobe trained and gas stations didn’t do a good job there in teaching them how to do that


Dont worry about lack of self-service. It takes you 5 seconds when you step into self-service environment. To figure it out. You are overthinking it.


I can barely get the car to the station right, let alone fill it by myself. XD

It’s WAY more of a blessing than a curse (everyone benefits) but still, we’re like babies, we need to gain more independence ASAP.

Also, by the way WE DO have self check in at Dubai Airport!! (It’s called Electronic check in, I guess?)

9 years in dubai and none of ironing done at home any more:)



Things don’t just get done. We pay for every service. It s not a question of complacency. Its a question of social responsibility.


This is why we live here! Allan


 Hi James, A lot of people like me are not used to self service, for instance at a filling station. I am from India and we dont have that concept back home…Anand


Absolutely agree that we should be filling our fuel ourselves. Funny how I once got a talking down by a Pump attendant for attempting to fill up myself while he was at another pump. Shelton 


And yes, I did know what I was doing with the pump!


Guys… If we were to rationalise the uae and have the population doing the stuff that people do on their own in Europe. 

As well as stopping to overstaff empty shop on weekdays I think the real estate market would crash cause 1 millions people would go back to their country. 


I know a guy that catches rides with people because he needs to ‘fix’ his car. He has no gas


 I’ve had that conversation with  friends. We all agreed that car washing and the laundry for shirts were keeper. 

Some thought weekly or by monthly maid were useful too. 

But we are all shocked off the plastic bag guys,  petrol station ans so on…

Even after 5-10 years living here. 


Learned to drive in dubai 8 years ago and still never put petrol in a car!!


The difference is that the people doing that back in Europe still can rent their house and sometime have a car and all. 

Here those people live 8 in a rooms. Work 26-30 days a month ans are paid peanuts. 


 Hey James, keep your hair on ;). It wouldn’t be so exciting if you has to do it everyday :). But I agree with you pumping your gas is something the young need to learn. For real achievement you might wana give up the outsourced ironed shirts ;). 


While growing up in the 80’s in Dubai we didn’t really have maids those jobs were done by our parents and as kids we shared the jobs. Many of us didn’t even get pocket money for it.


 Hi. My brother in LA said he and friends took 3 days to assemble the complicated fbedroom furniture set. Here the guys came and assembled in a couple of hours . 

I am suggesting that it is time that we measured the success of media based on not only the number of customers reached but by the quality of that interaction.

Listeners, SMS, calls, downloads, Facebook shares, periscope watches… all of this has to be factored into audience engagement not just the time of day a program is broadcast.

Of course I have a self interest in this exercise as a radio show presenter but this has also been the catalyst for  working on the creation and delivery of a metric for accurately measuring and quantifying the value of customer engagement.

Watch this space!


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