Create unexpected surprises is the most popular customer service method, and this depends largely on the large amount of fan information collected by the digital system.
San Diego Padres (English: San Diego Padres) has not performed well in the first 10 years since joining the major league in 1969. It was not until the priest won the NFC West Championship in 1984 and entered the World Championship (in the end, losing to the Tigers), that he attracted people's attention. In 2004, San Diego Peco Stadium was opened as its home court.
This issue, Eric, vice president of Yutang Business School team, shared the secrets of how to screen and train an excellent ticketing sales team, and how to successfully get fans off the sofa and walk into the stadium through the application of digital technology .
Team Training
San Diego Padres first attach great importance to the training of the team. They have a 20-person sales team, including star sales, group ticket sales, season ticket sales, and member sales teams. Each team is led, guided and trained by two managers. Most other teams only have one manager for each team to supervise. This will help young sales and service staff get started faster. While cultivating a sales team, training and repeated strengthening are important. In four years, 75% of those who have received training have become practitioners or experts in this field, and more than 80% of these 75% have been promoted within the company.
Use giveaway
In order to get fans out of their homes to come to the stadium, the San Diego Padres first focused on the giveaway. For example, long-sleeved shirts and sunglasses. Saturday nights are usually the day to give away gifts, but the San Diego Padres not only give away gifts, but also plan many activities to attract fans, such as the Oktoberfest, to create leisure and social opportunities for fans rather than just watching the game. These activities attract people aged 21 to 41.
Digital Ticketing
The second point that plays a big role is digital ticketing. Digital ticketing includes the following contents: electronic cash, rewards, opportunities to participate in the competition. By scanning the electronic ticket, members can see all the ticket information, deposit electronic cash on the membership card, or download a stadium APP and place the membership account on this mobile APP.
application digital ticketing purpose
【1】to improve the overall fan experience.
【2】Collect valuable user information.
Fans can collect user data by scanning the electronic ticket team. This can help understand the “lifelong value of customers” (the sum of the benefits each buyer may bring to the business in the future). If a member has electronic cash on his membership card, he can use his mobile phone or membership card to spend at the kiosk. This way the team can track when they buy and where they buy. According to statistics, 60% of San Diego Padres fans are now using the team's membership card, and 25% of them use the electronic cash function.
【3】interact with fans in new ways to create a unique experience for them.
For example: The team can see from the information recorded in the membership card that a fan will buy a bag of peanuts every time he watches the game. So once the team helped him buy peanuts and put them on his seat in advance. He was shocked when he arrived at the stadium and found a note: "We have invited your peanuts today." So this is a great way to interact deeply with fans. With a lot of user information, the team can know what they really want, what their consumption habits are, tell them how long the kiosk is lined up, whether they can order meals without leaving the stadium seats, etc.
【4】Raise sales and reduce operating costs. Help the kiosks improve resource utilization and optimize resource allocation. Convert fans into consumers.
Results
San Diego Padres Digital Application Results
★
User Number
User Voluntary Join Rate is as high as 60%.
membership card
2500 more cards use the electronic cash function.
CRM system
integrates user information into the CRM (customer relationship management) system.
Fan experience
greatly enhances the fan experience.
is more convenient
mobile barcode has been put into use.
In summary, the ticketing experience of the San Diego Padres is a good use of team training, giveaways and the use of digital ticketing technology.
Statement: Except for the signature, all the accompanying pictures are from the Internet. This article is original by Yutang Sports and may not be reproduced without consent. Please add WeChat yutangxzs to reprint, cooperate or hook up.
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