Project scope
- Help the national market leader in online ticketing, which has grown rapidly due to a successful focus on event organisers, to continue on its growth path by becoming much more focussed on end consumers
- Uncover how consumers get inspired to attend events (such as concerts), how they choose the event of their liking and what the biggest barriers to growth are
- Identify the main triggers that can be used to increase event attendance and hence ticket sales
- Create customer experiences and tools that maximise value for all involved parties: the ticketing company, the event organiser and the end consumers
- Initiate a cultural shift from pure focus on event organisers towards a culture that is equally centred around end consumers
Results
The client initiated a powerful shift towards end consumer focus and hired a head of end consumer marketing. Several tools for inspiring and sharing experiences were introduced and the strong growth could be continued.
Practice focus
- Smart Data – Customer Insights 20%
- Business Model Optimisation 30%
- Customer Experience Design 20%
- Transformation 0%
- Cultural Shift 30%
