The customer experience is worth its weight in gold
My friend Doak Turner sent me an example of a good and bad customer experience with his new iPhone. He bought his new iPhone at the Apple Store. He asked them if they could transfer his contacts from his old phone to his new phone. They told him that he would have to have AT&T do this. He went to AT&T and for some reason they couldn’t do it. They sent him back to Apple who still could not transfer them. While at Best Buy buying a charger, he asked them if they could help with the contact transfer. Within minutes the task was completed.
As soon as I read his email I said, “Wow, Apple’s customer service has really gone south”. This is not the first time I have heard or noticed Apple’s decline in the customer experience. I remember when everyone raved about their service.
Right after I read his email, I read Seth Godin’s blog today titled Spare No Expense. Coincidently, the take away from the post is that if you train your customer to expect a great customer experience and then pull back on this you will amplify the bad experience.
As event & entertainment marketers we need to remember that we are in the discretionary dollar business. Our customers buy our tickets to be entertained and provide an escape. They expect and deserve a great customer experience. They may need to buy a mobile phone but they don’t need to see our events. When you budget for the event, make sure you also spend the money on the customer experience.
The Wall Street Journal is reporting today that two years ago Ticketmaster considered buying up some of the biggest ticket brokers to counter Live Nation. Of course this was all prior to the merger of LN and TM. The name of this secret project was called “Project Showtime”. First off, is that the best name they could come up with?
Can any of you imagine what would have happened if they had proceeded with this project? The article claims that one of the reasons this deal didn’t happen is because none of the interested parties trusted each other. Really, what a surprise!
The article states that Ticketmaster actually did an experiment last year with the Van Halen tour. They pulled tickets from 20 Van Halen concert dates and gave them to the brokers. The money was split 70 -30. The 30% went to the brokers and the 70% was split between Ticketmaster and the band.
Why is this article coming out today? I can’t see Ticketmaster or Live Nation wanting this out right now. The Justice Department is in the middle of reviewing the merger and this revelation can’t help.
Have a great weekend!