Rose Myatt

Convenience means competition - businesses need to adopt an ethos of flexibility in order to meet consumer demands.

For ticketing services, the online marketplace is overtaking its physical counterpart. In public transport, online sales have doubled over the last 5 years[1], and 67% of all cinema ticket purchases were made online in 2017[2]. This trend has emerged from the growing consumer demand for flexibility – customers want to be able to complete a transaction quickly, wherever and whenever.

From train journeys to concerts, some of the most popular channels used for purchasing tickets and making associated enquiries include instant messaging, social media and voice-activated search engines. Even artificial intelligence is increasing its foothold across every medium. The classic ‘sales attendant’ figure has therefore morphed into a multi-skilled virtual assistant, expected to settle the customer’s every query, regardless of their channel of choice, to a personalised high standard – and it makes no difference whether this customer interface is a live agent or not. Intelligent chatbots are becoming increasingly popular, able to serve customers automatically for a whole spectrum of different enquiries, reducing the pressure of contact volume for agents while being able to seamless transfer an interaction to a human at an appropriate point.

AI-driven machine learning means bots will become increasingly accurate the more they are in use, helping customers to resolve standard errors such as a lost ticket or a change of address quickly and simply. Convenience means competition - businesses need to adopt an ethos of flexibility in order to meet rapidly-changing consumer demands.

Moreover, the customer journey does not stop at the point of purchase of tickets. If valuables are lost at a concert, or weather disrupts transport services, the ability to respond rapidly and in real-time keeps your customers informed and up-to-date, reassured and understanding of the circumstances. How can businesses ensure first-class, seamless customer service in light of these high expectations?

By presenting an organised, reliable and consistent front, businesses set themselves up to best serve their client base. An organisation is only as good as its constitutive parts, and as such it is essential to provide agents with the right tools to assist customers. Streamlining all communication channels into one centralised platform, and having immediate access to customer profiles and records of previous interactions ensures that inbound enquiries are processed efficiently. Customers expect both a proactive and a reactive approach, and ensuring that inbound contact management is accurate and rapid, as well as maintaining a personalised outbound broadcasting service, is a major asset.

To find out more about how customer journeys can be improved, contact me directly on rom@contentguru.com, or +[44] (0) 7384 469 420.



August 29, 2018
Category: News