Ticketek was the lucky first mover to establish the in the ticketing industry tremendously important contracts with venues and event promoters. As a cons equence Ticketek has been able to keep competitors well at arm’s length. Customers comfort and habit contributed to a market with monopolistic character, too.
In 2003, however, where people have more leisure time and more money in their pockets than ever before, the next ticket agency is not located at the other end of the town but exactly one mouse click away! And if the customer experie nces more fun and an equal level of payment security and reliability at ticket company X’s Web page, he will ditch Ticketek.
In 2008, when there are no paper tickets but only digital tickets around, Ticketek can close down its 200 points of sale in New Zealand (About Ticketek) which will have become more of a handicap than a competitive advantage.
Table of Contents
1 Introduction
1.1 Objective
1.2 Outline
2 Company profile
3 Current strategy, goals and associated business processes
3.1 Business strategy
3.2 Current goals and associated processes
4 Business model and business process overview
4.1 Business model
4.2 Business process overview and eCommerce implementation
5 Customer and business activities supported by the Internet
5.1 Need recognition and identification (stimulation)
5.2 Information search
5.3 Evaluation and selection
5.4 Purchase payment and delivery
5.4.1 Payment
5.4.2 Ticket delivery
5.5 Customer service and support
6 Strengths, weaknesses and critical success factors
6.1 Ticketek’s eCommerce strengths and weaknesses
6.2 Critical success factor matrix
7 eCommerce IT infrastructure
8 Conclusion
9 Appendix
9.1 Customer relationship management (CRM)
9.1.1 Collecting customer data
9.1.2 Analysing and reacting on customer data
9.2 Email from 29.4.2003
9.3 Confirmation emails
9.3.1 email 1
9.3.2 email 2
9.3.3 email 3 – friendly reminder
9.3.4 Email 4 – automated response
9.4 Result of the ‘event selector’ (extract)
9.5 Possibilities for customer loyalty - What is a ticket?
9.6 SWOT
9.7 Revenue opportunities
10 References
Objectives and Core Themes
The objective of this report is to analyze the current eCommerce strategy of Ticketek and to provide recommendations for shifting more customers from conventional channels to online platforms. The research explores the integration of eCommerce in business processes, identifying the need for improved customer relationship management and personalization to maintain a competitive advantage.
- Analysis of Ticketek’s current eCommerce business strategy and goals.
- Evaluation of core business processes and their level of eCommerce support.
- Identification of strengths, weaknesses, and critical success factors for the digital ticketing market.
- Development of strategies to improve customer loyalty and the online user experience.
- Exploration of new revenue opportunities and IT infrastructure enhancements.
Excerpt from the Book
5.2 Information search
Say the customer’s girlfriend likes rock music and the customer wants to invite her to a concert. This customer now wants to find information on-line about what is on in the next weeks. It should be a rock concert in Auckland priced not more than NZ$ 50 per ticket.
Ticketek’s search engine ‘event selector’ located on the main page offers the customer three fields to enter his wishes: keyword, category and location. Since the category drop-down box does not offer the entry ‘rock concert’ he selects ‘concert’, as a location he selects ‘Auckland’ and he leaves the ‘keyword’-field empty because he has no specific band in mind.
The search results in 30 items of which five are presented on the screen which comes up. Unfortunately, those options do not look like rock music at all, instead a range of classical concert events is presented (see appendix 9.4).
Only after a number of unnecessary trials, the (meanwhile annoyed) customer has the idea to enter the word ‘rock’ into the ‘keyword’-field and finally gets a selection of rock related events in Auckland. Because Ticketek does not make any explanation about what to enter in the ‘keyword’ field they might lose customers or at least make them moving back to the telephone.
Moreover a date is not stated in this overview screen, hence time consuming screen uploads followed by customer disappointments can be the result.
Price preferences are completely ignored by Ticketek’s ‘event selector’. So it might become some kind of hassle for the customer to find a nice concert under 50$.
Summary of Chapters
1 Introduction: This chapter introduces the ticketing industry context for Ticketek and outlines the report's goals and structure.
2 Company profile: This section provides an overview of Ticketek as Australasia's leading ticketing service company, including its ownership and software subsidiary.
3 Current strategy, goals and associated business processes: An analysis of Ticketek's strategy to expand its customer base and reduce costs, highlighting the gap between stated goals and practical eCommerce implementation.
4 Business model and business process overview: This chapter elaborates on the company's revenue streams and provides an evaluation of core business processes supported by eCommerce.
5 Customer and business activities supported by the Internet: An in-depth analysis of the purchasing decision-making process, suggesting improvements in personalization, search functionality, and community engagement.
6 Strengths, weaknesses and critical success factors: A summary of Ticketek's eCommerce-related performance and a matrix outlining how IT can support business objectives.
7 eCommerce IT infrastructure: Describes the technical components of Ticketek’s systems, including web servers, databases, and private networks.
8 Conclusion: Summarizes findings, noting that while financially strong, Ticketek needs to become more customer-centric to sustain its market position.
9 Appendix: Provides detailed supporting materials including CRM strategies, communication examples, and specific revenue opportunity suggestions.
10 References: Lists the sources and literature used in the report.
Keywords
eCommerce, Ticketing, Customer Relationship Management, CRM, Strategy, Business Processes, Digital Tickets, Online Marketing, Information Search, Customer Loyalty, User Experience, IT Infrastructure, Revenue Streams, Market Segmentation, Personalization
Frequently Asked Questions
What is the primary focus of this report?
This report focuses on analyzing Ticketek's existing eCommerce strategy and identifying specific areas for improvement to increase online sales and enhance customer interaction.
What are the central themes of this research?
The central themes include digital ticketing business models, customer relationship management (CRM), user-friendly web design, and the effective use of internet technology for service provision.
What is the main goal or research question?
The goal is to determine how Ticketek can shift more customers from traditional purchasing channels to online channels by offering added value, personalization, and improved service.
Which scientific method is used in this work?
The author uses a qualitative analysis approach, examining business documents and process flows in conjunction with established eCommerce frameworks and theories from literature.
What topics are covered in the main section of the book?
The main section details the current business strategy, reviews the entire purchasing process from need recognition to delivery, and assesses the company's IT infrastructure.
Which keywords best characterize this work?
Key terms include eCommerce, CRM, customer loyalty, digital ticketing, and business process optimization.
Why is Ticketek's current search engine considered problematic?
The search engine lacks functionality such as price filtering, intuitive category options, and specific keyword guidance, leading to unnecessary user effort and potential customer attrition.
What does the author propose regarding customer community?
The author suggests that implementing discussion boards, concert reviews, and voting statistics would add real value to the user experience and create a sense of community, thereby increasing engagement.
How should Ticketek handle its 'customer relationship management'?
The report argues that Ticketek should move beyond simple transaction recording to actively analyzing customer data to provide personalized experiences, such as tailored event recommendations.
- Quote paper
- Marc Dominick (Author), 2003, Ticketek.com Fit for E-Commerce in 2003?, Munich, GRIN Verlag, https://www.grin.com/document/44837
