capturing and holding the customer customer relationship management and the role of on-line...
TRANSCRIPT
Capturing and holding the customer
Customer Relationship Management and the role of on-line ticketing
Christopher GoodhartPresident, International Group
Tickets.com
The General Association of International Sports Federations (GAISF) estimates that global
ticketing revenues exceed those derived from broadcast
rights by $7 billion
In house solutions Outsourced solutions and distribution Internet Ticketing, marketing, CRM, access control Presence in 28 countries around the world Olympics in Atlanta, Sydney and Salt Lake City FIFA World Cup in Paris Major League Baseball
Tickets.com
Case study 1 – major events
Salt Lake 2002 sold more tickets than any Olympic Winter Games in history
Salt Lake 2002 sold a greater percentage of the available tickets than for any previous Olympic Games (Winter or Summer)
Over 740,000 tickets sold on-line in the USA The 2002 Olympic Winter Games in Salt Lake
City achieved unparalleled ticketing success
Case study 2 - federations
20 out of 30 MLB teams using Tickets.com internet solution
First time that multiple back-end solutions have been able to sell through middleware
1 million tickets sold in 2003 before the first ball struck
CRM
you
you
Brand
Loyalty
Touchpoints
Internet Customer relations
1 to 1 marketing
Access control
Revenue
Brand
Team(s) / event Results Venue Marketing Merchandising Customer experience
Customer relations
Customer details Customer preferences Do they have children? Do they have a summer address? Do they have a link to a school? Do they have a link to a business? What other relationships ……
Loyalty
Building loyalty Loyalty schemes Impact of loyalty Rewarding loyalty
One to One Marketing
No wasted money on printed brochures
No wasted money on pointless advertising
Pin-point accuracyMail, fax, e-mail, SMSHigh response rates
Touchpoints
Loyal customers Name and address Customer history Buying patterns Repeat business
Access Control
Part of the customer experience
Security and health and safetyProtecting revenueVIPCustomer records
Revenue
Tickets & Season tickets Secondary market Suites Food and drink Car parking Accommodation Merchandise
Internet
Always open, never closed, always onYour own web siteBuy buttonsDirect links in real timeE-mail campaignsProtected salesSeason renewals
Harnessing technology
Olympics San Francisco Giants, MLB Inter NZ Rugby Buffalo Sabres, NHL Lowe's Motor Speedway the future
Summary
It’s not about the technology It’s about a philosophy It’s about the customer It’s about your organisation Our job is to help you deliver!
Thank you