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TICKETING TECHNOLOGY BRINGS VENUES & GUESTS CLOSER TOGETHER By Kelly Pedone


A single-use ticket is no longer simply a blind date between the consumer and a team or venue. Thanks to modern ticketing sys-  both parties. Teams and venues know more about each purchas- er than ever before, while fans can receive greater value through  Innovations in the ticketing industry have moved to answer the demands of millions of people who use online services in their daily lives. Not only do fans want access to the best seats, but they look for personalized opportunities that help them with parking, deliv-  near the venue. In return, venues and teams have gained access to data that gen-


erates loyalty as well as additional revenue. “It’s all about taking advantage of the moment,” says Maureen


Andersen, president and CEO of INTIX. “Innovations to ticketing systems have allowed us to develop relationships in deeper and in more profound ways.”


CUSTOMER RELATION MANAGEMENT  


         - son-to-person transaction, it was rarely personal and little infor- mation about the customer was gathered. No true relationship was born. More recently, that human interaction was replaced with technology as online ticketing began to boom, again with the goal of faster service. Still, little was known about the customer beyond what events they attended. However, today’s savvy consumer and 


requires a new level of marketing. Much of that is learned through the online or mobile purchase of a ticket, especially when paired with consumer analytics. -


ident of ticketing for accesso. “However, without leveraging what you know about patrons to predict what they want – perhaps before they even know themselves – data alone does not carry any value.” Once a consumer purchases a ticket, venues and teams have the opportunity to learn their preferences by way of various platforms. Users can opt-in to programs that allow venues and teams to create   


- ket and communicate directly with them. Once in a building, infor- mation can be gathered as to the patron’s preferences for concessions. Facility managers can also learn transportation habits of patrons. The         - trons who are using their apps. Many venues will send a “welcome” message to patrons once they enter the building and send a “thank you” message after the event with a survey or a promotion for an up- coming event similar to what they had just attended. “It’s a smart way to customize one-to-one relationships with custom-


  


26 Facility Manager Magazine


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