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