Box Office Best Practices that Make Customers Feet at Home
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Buying a ticket or interacting with your box office is often a customer’s first experience with your organization. This first interaction sets the tone for the rest of their engagement. Factors like how you structure your box office processes and how you train and manage your box office team can have a long lasting impact on the customer experience. Join us to learn how to keep your box office running smoothly and your customers happy. We’ll cover topics including staff and volunteer management, customer education, customer data and database administration. We’ll also discuss ways to mobilize sales outside of the physical box office. Attendees will learn: How to improve the customer experience How to keep your box office running efficiently How to turn a first-time buyer into a repeat customer
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Box Office Best Practices that Make Customers Feet at Home
- 1. BOX OFFICE BEST PRACTICES HANNAH MEINKEN & DAVID OLSON | AUGUST 2016
- 2. AGENDA IMPROVE CUSTOMER EXPERIENCE ADDRESS BOX OFFICE EFFECIENCY CREATE REPEAT CUSTOMERS
- 4. 4 Box Office as Information Center Daily Activities – Transactions, requests, concerns Patterns of Business – Slower or faster onsales – Memberships and conversion to subscriber Reporting & Analysis – ATTENTION: don’t run a report unless you actually use the data EVERYTHING IS CENTRALIZED THROUGH THE BOX OFFICE
- 5. UNDERSTANDING THE TOTAL PATRON EXPERIENCE
- 6. 6 Before the event Discover the events Purchase tickets Arrange to bring others to event HOW DO THEY…
- 7. 7 During the event Arrive and enter event(s) Find and interact with box office staff and volunteers Get questions answered at Intermission? HOW DO THEY…
- 8. 8 After the event Experience following the event(s) Engagement post event(s) Reason to come back Motivation to spread the word HOW DO THEY…
- 10. 10 Operations may be your challenge, but they shouldn’t be your patrons’ challenge. Rules to live by…
- 11. COMMON PATRON PAIN POINTS
- 12. 12 Confusion Clunky experience while buying No message/confirmation or FAQs Sub-par patron support – No clear way for patrons to get help if there’s an issue Trouble identifying staff and volunteers – Especially when there’s not a physical box office
- 13. 13 Struggling to find the event or the link to purchase online Waiting on the phone Waiting In physical lines, outside the venue or in the lobby Impatience
- 14. 14 No e-mail confirmation Refunds – No outlined policy Disorganized Box Office Distracted staff and volunteers Lack of Confidence
- 15. BEYOND THE BOX OFFICE
- 16. 16 Expand Your Reach Sell tickets in locations aligned with the audience you want to reach – In the moment sales – Discount rates create buying excitement
- 17. 17 Use Email to Alert Patrons Before and After Event Special change in event Logistics – Parking, road work, construction, etc. Synopsis of event Special offers from other vendors
- 18. 18 Make People Feel Special Set alerts for VIP and other special guest Cross donor and attendee list for every event and make contact in person
- 19. 19 Engage +1s Connect with ticket buyer to help with outreach to their guests Turn a +1 into a repeat customer Offer deals to first time attendees
- 20. 20 Acknowledge First Time and Season Attendees Curtain speech Sign in table in lobby Greeting at box office Patron notes Leave a note in their seat
- 22. 22 Onsales Box Office Hours Marketing of future shows Incentive to participate Price optimization Promos Timing and Dynamic Sales
- 23. 23 Be Prepared: The Checklist Create equipment list Organize all POS scanning devices, cables, charging stations, etc. Test and update all software Know all passwords Charge all devices Secure backup devices Flashlights Prepare staff schedule and assignments Flashlights…really!
- 24. 24 Be Prepared: Test Equipment and Processes Printers Scanners Wifi Devices Logging in and out Talk to us if you want to do a test purchase
- 25. 25 Takeaways Box Office is the heart and brain of an event Patron experience should be evaluated from all angles Documented processes, preparation, and backup plans are essential We’re here to help!
- 26. THANKS! HANNAH MEINKEN & DAVID OLSON Box Office Best Practices