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It makes sense to conclude that no one understands a human better than a human. This is especially true when it comes to the type of experience they want to have when they interact with a brand. That's because marketers have been in those shoes themselves when buying products online or in a store.
However, there will come a point in time where an artificial intelligence (AI)/machine learning platform may actually know better. That's because artificial intelligence can sift through more data and extract patterns that might take us years to detect . And, in businesses like healthcare, retail, and billing, the amount of data available is growing at a record rate. In very little time, AI delivers incredible insights. That new knowledge makes us, as human marketers, look even better at knowing what customers want from their experiences.
Battling The Scalper Bots
Case in point is Verified Fan from Ticketmaster. The company realized that its customer base was becoming increasingly discouraged by the ticket buying experience. That's because there were thousands of little scalper bots out there scooping up the great seats and then reselling them for a price that was above and beyond what these ticket buyers could or wanted to pay.
The answer was to build a bigger robot. Bruce Springsteen and Taylor Swift have already leveraged this technology. They, like many other performers, are now able to ensure their fans get the seats.
Here's how it works. Fans register ahead of time. Verified and selected customers receive a code. The code unlocks the opportunity to purchase tickets. The technology behind it leverages artificial intelligence to analyze every registrant to make sure they are real people who are interested in attending the show.
Behind The Scenes
Ticketmaster has always been known as an innovator, looking for ways to create new products and enhance the live event experience. However, what stops the show is what often seems like something that could easily be fixed but, in reality, isn't. Scalpers have plagued the live event ticket business for decades. David Marcus, Executive Vice President and Head of Music for Ticketmaster, says this is what led them to create Verified Fan.
He explains, "That creates an ideal environment for scalpers, who invest in bots to purchase tickets faster than any fan ever could, and then list those tickets on secondary marketplaces at massive markups. For example, with a high demand ticket, it’s not uncommon to see 30%-50% of tickets listed immediately on the secondary market."
However, Verified Fan changes the speed game and gives the advantage to real fans. Marcus notes, "Typically, fewer than 5% of distributed tickets via Verified Fan are listed on secondary markets. This is the best evidence that we are solving the core problem: getting tickets directly to fans as the artists intended."
How Technology Is Amplifying The Customer Experience
Verified Fan allows Ticketmaster to deliver a much more predictable and reliable ticket buying experience. It can transform ticket shopping from a race against technology into a much more “human” ticket buying experience. Marcus says that this technology allows the company to first limit purchase invitations to real fans. They can then take it a step farther and throttle the demand so that invited fans have a much higher likelihood of finding the tickets they want. The intent is to create a more personalized customer experience for ticket buyers.
However, while it's an improvement, Verified Fan can't solve the issue of supply and demand. Ticket scarcity is an inherent element in any high demand event. There will still be disappointment among some fans because there are only so many seats at a live event venue. However, the fact that more fans are getting an opportunity at some of the best seats is still a way that has elevated the customer experience for Ticketmaster.
Other Enhancements To The Ticket And Live Event Experience
Ticketmaster is only just beginning its revamp the customer experience for ticket buying and live event viewing. Its encore performance involves rolling out a digital ticketing and venue access platform known as Presence. This platform uses near-field communication and other digital identity signals to create an easy to use “tap and go” venue entry system. This system is then connected directly to the fan who is attending the event.
The technology streamlines live event venue operations and leads to more personalized engagement with fans. Additionally, it simplifies the ticket management experience, protects against fraud, and enhances security. The new platform is already live in over 40 venues in North America. Rollouts will continue through 2018.
Also, Ticketmaster plans to introduce new products and services that better connect artists and fans. The ability for fans to interact with those they admire has proven to be one of the most compelling ways to improve the overall customer experience. In this way, Ticketmaster understands the ability to use technology to vastly improve the customer experience. So far, it seems as though Ticketmaster's strategy has been music to its customers' ears.
