The global events industry has undergone a rapid evolution of personalisation in recent years, but for the most part, this can all be attributed to the wider use of technology to enhance our understanding of end customers.
If we look back only 5 years, the use of technology and mobile phones during live events was misunderstood and often put in the too hard basket: consider printed tickets, BCC emails with no first name, zero to limited customer support and the non existence of public WIFI access. Nowadays, event organisers have come to embrace the seamless integration of technology with events, with one great rationale: to personalise experience for the attendees. In 2017, when the customer is in control more than ever, technology has become expected to expedite and enhance the customer journey to great success – without which comes the risk of failure.
Although there have been quite a few, three major tech milestones in the events industry over the past 5 years include:
- Online ticketing and digital participant sign-up delivered straight to your customer’s email or SMS inbox. Gone are the days of queuing for hours outside a ticketing venue, or arriving 4 hours early to register for an event. eTickets also have allowed quicker access to the venue for ticket holders and quicker access to funds for the organisers.
- The use of Customer Relationship Management (CRM) systems to boost ticket sales and track customer journeys. This process allows organisers to better satisfy attendees by understanding their needs and requirements. One key example is the NBA team the Charlotte Bobcats, who provide a tailored customer experience and subsequently drives ticket sales as a result.
- The next major milestone is moving all aspects of staff and volunteer on boarding and management for events onto a fully integrated cloud management system – and starting to treat our workforce like customers as they deserve to be. That’s why we created Rosterfy: a revolutionary platform to streamline rostering, screening, training and time sheets, for events of all shapes and sizes around the world. We know first hand what event organisers go through in rostering through outdated software like excel, google sheets, emails, manual timesheets and event briefing.