Technology / 03.05.19

Technology is a Tool to Deepen Your Guest Relationships

Dave Wakeman, Guest Contributor

Today, technology is a recognized partner in almost every aspect of the ticket-buying and selling experience.

In most cases, technology has allowed us to better understand our customers, respond to them more quickly and deliver offerings that better fit their needs.

For all of us, that makes the challenge determining how to best use these technologies to enhance our customers’ experience.

Let’s take a look at some ways that your organization can use technology before, during and after a show to improve your buyer’s experience.

Pre-Event

Technology has changed how we view the time before the show. Consumers no longer simply buy a ticket and show up. Rather today, there is an opportunity to start and grow a relationship, allow customers to customize their experience or get vital information before they arrive at your venue.

1. Video: Discovery can be a challenge for any organization, especially as attention becomes more difficult to gain. One way you can use technology to drive demand is with video. Using services like YouTube or Facebook Live, you can engage your audience, help new people find you and tell your story in a controlled and meaningful manner.
   The Diablo Ballet in San Francisco has been especially prolific in creating smart, engaging video content to highlight their productions and connection to the community.


2. Customization: The on-demand nature of modern society has made customization more prominent in people’s buying decisions and the technologies we have access to enable us to give our customers this freedom.
   Using technology, you may offer subscribers a chance to buy additional tickets for specific shows, purchase experiences or offer refund protection in case they are unable to attend a show.


3. Communication: The lead-up to a show can be a great opportunity to cement a relationship while improving the customer experience. As an example, you can offer vital information and answer questions before guests ask.
   This might include advance details about the performers or performance, suggestions to enter the building or park more easily. Or, it can be as simple as a reminder. On my recent visit to London, Tottenham Hotspur sent out a great email before their match with a thorough explanation of the new bag policy at Wembley, which saved me a ton of headache.

Event Day

On the day of an event, there are a lot of moving parts, rushes and crowds. This doesn’t mean that you have to give up on engaging and deepening your relationship with your guests. In fact, it is an opportunity to win even greater favor with them by helping make their experience more successful and less stressful.

1. Connection: We are constantly connected, and internet access is one way to help ensure that your guests have a better experience. Make sure they can remain connected when they are in your building so that they can tweet, post and share about their fabulous experience.
2. Access: Getting in and out of an event can be a pain for many guests. You can use technology as a tool to accelerate entry by texting attendees about faster entry points. Email patrons about expected issues in the neighborhood around you, or tweet out an offer to encourage people to arrive early.
3. Pre-pay: Remove the hassle of having to find the right change or pull out a credit card by offering guests a chance to pre-pay for parking, food, drinks or merchandise.
   A common practice in London’s West End allowing guests to pre-pay for their intermission drink wins acclaim from everyone I’ve spoken to.

Post-Event

When the curtain falls, your job isn’t done. Post-show is a great time to deepen the connections, get feedback and inform patrons about future shows.

1. Thank You: It may seem crazy, but sending a follow up thank you email after the show can make your guests feel all warm and fuzzy and further heighten their experience. Consider including a request for feedback or highlighting future shows, especially if you can target the offer.
2. Stay Connected: Staying connected to your audience can take many forms. You may want to create an email newsletter that promises value and has a defined schedule — like the Pearl Jam Ten Club member email that comes out each month. You can also use social media like Twitter, Facebook and YouTube as tools to share the latest news, updates, or content.
3. Surveys: Use a survey to find out what your guests love and what they don’t. This tool can also be used to as a way to create more opportunities to follow up by phone or in person.

The ultimate goal of your technology investments should be on improving the customer experience and creating a connection that allows you to grow long-lasting customer relationships.

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This article was written by an INTIX member. Have a story idea of your own? The Access editorial team is always interested in hearing from INTIX members who have ideas for contributed stories/guest columns. Read through the Access content guidelines for full submission details.

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Tags: Mobile , Digital Marketing , Personalization , Facebook , Instagram