Capturing and holding the customer Customer Relationship Management

Capturing and holding the customer Customer Relationship Management and the role of on-line ticketing

Christopher Goodhart President, 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

Tickets. com Ø In house solutions Ø Outsourced solutions and distribution Ø Internet Ø Ticketing, marketing, CRM, access control Ø Presence in 28 countries around the world Ø Olympics in Atlanta, Sydney and Salt Lake City Ø FIFA World Cup in Paris Ø Major League Baseball

Case study 1 – major events Ø Salt Lake 2002 sold more tickets than any Olympic Winter Games in history Ø Salt Lake 2002 sold a greater percentage of the available tickets than for any previous Olympic Games (Winter or Summer) Ø Over 740, 000 tickets sold on-line in the USA Ø The 2002 Olympic Winter Games in Salt Lake City achieved unparalleled ticketing success

Case study 2 - federations Ø 20 out of 30 MLB teams using Tickets. com internet solution Ø First time that multiple back-end solutions have been able to sell through middleware Ø 1 million tickets sold in 2003 before the first ball struck

CRM

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Brand Customer relations Internet you Revenue Access control Touchpoints Loyalty 1 to 1 marketing

Brand Ø Ø Ø Team(s) / event Results Venue Marketing Merchandising Customer experience

Customer relations Ø Ø Ø Ø 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 Ø Ø Building loyalty Loyalty schemes Impact of loyalty Rewarding loyalty

One to One Marketing ØNo wasted money on printed brochures ØNo wasted money on pointless advertising ØPin-point accuracy ØMail, fax, e-mail, SMS ØHigh response rates

Touchpoints Ø Loyal customers Ø Name and address Ø Customer history Ø Buying patterns Ø Repeat business

Access Control ØPart of the customer experience ØSecurity and health and safety ØProtecting revenue ØVIP ØCustomer records

Revenue Ø Tickets & Season tickets Ø Ø Ø Secondary market Suites Food and drink Car parking Accommodation Merchandise

Internet ØAlways open, never closed, always on ØYour own web site ØBuy buttons ØDirect links in real time ØE-mail campaigns ØProtected sales ØSeason renewals

Harnessing technology Ø Ø Ø Ø Olympics San Francisco Giants, MLB Inter NZ Rugby Buffalo Sabres, NHL Lowe's Motor Speedway the future

Summary Ø Ø Ø 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