There’s always some form of “revolutionary” change going on somewhere in the world. The ticketing world is no different, according to Made Media CEO James Baggaley. At INTIX 2026, he will be leading a workshop titled "The Self-Service Revolution: Empowering Patrons While Reducing Operational Costs." And it is sure to be one of the more well-attended.
James Baggaley
Baggaley noted that venues around the globe are facing an impossible task: deliver Amazon-level digital experiences while operating with shrinking teams and tighter budgets. The top organizations have cracked this code, transforming manual processes into patron-preferred self-service solutions that achieve impressive results.
The session will attempt to show the blueprint for turning operational necessity into competitive advantage via strategic self-service implementation. He says, “Attendees will learn practical opportunity assessment techniques and customer journey mapping specifically for online ticketing operations. They'll see examples of self-service solutions that genuinely work, from online ticket exchanges to group bookings, and learn from both successes and challenges across venues of all sizes. Most importantly, they'll leave with templates and calculators they can implement straight away, not just theory.”
Baggaley is hopeful most attendees will leave with a practical 90-day roadmap, ROI calculator and actionable strategies. After all, he states that self-service in 2026 will not be about cutting corners. It will be about exceeding expectations.
He says the biggest advantage to implementing self-service solutions is “freeing your talented staff to focus on revenue-generating activities like relationship management and cultivation, and creating memorable experiences. When routine transactions and interactions move online, your team can dedicate time to high-value interactions that actually grow the business. Patrons get the convenience they want for simple tasks, while staff provide enhanced service where human experience truly adds value.”
Of course, there are obstacles and pitfalls to watch out for. One of the biggest? “Trying to transform everything at once,” he warns. “That is a recipe for failure! Venues often get excited and attempt to digitize their entire operation in one go, overwhelming both staff and patrons. Success comes from phasing implementations thoughtfully: start with one simple process, perfect it, build confidence, then expand. This staged approach lets you learn and adjust without risking core operations.”
The question was then put to him. “Generally, what are some of the first manual processes that should be digitized very early on?” His answer: “Customer journey mapping usually reveals that ticket exchanges and simple seat changes cause the most friction. These high-volume, straightforward transactions are perfect starting points. Access scheme verification and group booking enquiries are also quick wins. Save complex scenarios for later phases when you've built organizational confidence.”
Baggaley’s session will teach attendees how to identify which manual processes to digitize first using a proven evaluation matrix that weighs implementation complexity, patron impact and return on investment (ROI) potential. It will also help members calculate the true cost of manual processes, including such hidden expenses as error rates and opportunity costs in order to build compelling business cases showing 12 to 18-month payback periods. Finally, attendees can expect to gain practical strategies for achieving high adoption rates through proven communication templates and training frameworks — frameworks that transform staff members from transaction processors to “experience enhancers.”
So what makes Baggaley the best person to lead this workshop? “Made Media has implemented e-commerce and digital self-service solutions for live events and cultural venues around the world,” he touts, “from intimate theatres to major arenas. We've seen what succeeds across different markets, ticketing platforms and patron demographics. I've personally led transformations where venues evolved their service models to focus on premium experiences whilst digitizing routine tasks. We are practitioners who have built, launched and refined these systems in real venues facing real constraints. We are not consultants working from theoretical models!”
Editor’s Note: If you haven’t registered for INTIX 2026 in Las Vegas yet, now is the time! Visit INTIX.org to register today.
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