There’s Something To Be Said for Proactive Customer Service
Author: Jim Mitchell
When Bruce Springsteen and the E Street Bank recently postponed their concert dates in Ft. Lauderdale and Orlando, FL, Ticketmaster proactively reached out to concertgoers to let them know.
There was, of course, the public notification. Someone shared the information with the media who then communicated it to the public-at-large. But, what if a ticket holder was busy with their everyday life and just didn’t happen to catch the news for a day or two? Could they have driven all the way to the concert only to be disappointed and have to turn around and head home? That’s not particularly appealing, especially if the concertgoer traveled a long way to get there.
My friend Cathy could have been in that situation. She works a demanding, full-time job and has a small child. Cathy had been looking forward to the concert for months and had arranged for a baby-sitter weeks in advance. Cathy was disappointed when her insomniac friend, who heard the news of the postponement in the wee hours of the morning preceding the concert, called her the day of the event to say she’d learned that the concert was temporarily off.
But Cathy’s friend wasn’t her only source of information. Cathy also heard directly from Ticketmaster, where she had purchased her tickets online. The ticketing company sent her a brief, but important email. In the correspondence, they notified Cathy of the postponement, said that the tickets would be honored for the new concert date, provided the reason for the delay, and gave a link to an online form so that she could submit comments or questions.
The great news is that Ticketmaster is clearly embracing proactive customer care and with today’s modern contact center technology, they had a lot of choices in how they could have provided that service. Not only could they take the proactive email approach, they could have also used a proactive outbound calling campaign using a dialer and an IVR to deliver targeted, automated messages containing this important information. And there are a number of variables available there as well: they could use the dialer and IVR with the option to speak to an agent or they could just use the outbound dialer to automatically connect the agent with the customer when they answer the phone. They even could have leveraged speech recognition in addition to touch tone. And of course all of these options are very easy and straightforward when using a unified platform.
Other customer service organizations should take note of Ticketmaster’s proactive approach. It made Cathy a much more satisfied customer. If you were a ticketholder to this event, wouldn’t you have appreciated Ticketmaster’s proactive customer service?
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