of fans connecting with Messenger opted-in for Recurring Notifications
of fans engaged a Messenger automated experience after their first notification
of customers who received Recurring Notifications made a same day purchase
Connecting fans with must-see events
eTicket is a leading ticket marketplace for concerts, festivals, sports events, and live events across Latin America. The company provides streamlined ticket buying experiences for fans interested in a wide variety of events.
Easy, integrated ticket-buying experiences
As events were canceled or rescheduled during the global pandemic, eTicket needed to accommodate surges in customer care calls while delivering fast, efficient customer service. To help call center teams be more productive, the company used Messenger and adopted Recurring Notifications to keep fans updated with news on artists and events.
Regular updates to never miss an event
Whether it’s an acoustic set at an intimate venue, a large outdoor festival, or a rousing soccer match for the local team, leading ticket market company eTicket helps fans book tickets for can’t-miss-events. As the global pandemic prompted many events to be canceled or rescheduled, the increase of eTicket customers contacting the call center grew to an unsustainable volume. With ticket sales declining during lockdowns and eTicket looking to lower operating costs, the company still considered doubling its call centers to handle increasing call volumes and to boost customer satisfaction in a difficult time.
After a detailed analysis of their interactive voice response system, the eTicket team found that customers wanted faster resolutions and less time in call center queues. With Messenger as one of the country’s most popular messaging apps, the eTicket team built a conversational automated experience using Messenger API. When fans dial the call center number, they’re given an option to receive service on Messenger and address common issues like sales information, finding points of sale, or getting customer service via a link to the Messenger automated experience.
“Our fans are enthusiastic about using the chatbot through Messenger API. We’ve seen a 55% increase in conversations as they choose to leave call center queues,” says Adrian Contreras, Co-Founder and CTO. “Since 60% of all conversations initiated in the chatbot can be resolved without speaking to a live agent, we didn’t need to open new positions at our call center, which created significant savings for us. In addition to a 70% increase in agent productivity, we now deliver a better user experience as customers can choose to get immediate support without needing to wait on hold for the next available agent.”
To keep customers excited about the speed of using the automated chat experience on Messenger, the eTicket team added Recurring Notifications. With Recurring Notifications, fans can subscribe to updates about show dates, event cancellations and changes, and promotions during existing transactions in the chatbot or through the eTicket website. If a fan browsing the website wants to stay informed when a favorite singer is coming to town or tickets for an event are almost sold out, they’re connected with the chatbot through Messenger API and asked to subscribe to notifications relevant to their interests.
The eTicket team designed their Recurring Notifications to appeal to loyal fans who want daily reminders for specific artists or events, or monthly subscriptions that can help people plan their social calendars in advance. To make opting into Recurring Notifications easy for fans from the website, eTicket used the Send-to-Messenger plug-in on their event pages. Fans can tap this button to receive a personalized welcome message based about the event they’re interested in. When an event is available for sale, eTicket uses a confirmed event tag to send a notification to all interested fans that the event they are tracking is on sale. The plug-in showed great success with 72% of fans who have engaged a Messenger automated conversational experience have opted-in to receive Recurring Notifications.
“Recurring Notifications have been a game changer for fan engagement, with 46% of fans starting a conversation with our chatbot after receiving their first notification,” says Contreras. “Amazingly, 65% of customers who received a notification made a purchase on the same day they got that notification. This same-day purchase rate is even more impressive when compared to email campaigns, where it could take a fan up to 72 hours to open their inbox. We’ve seen easier interactions and faster purchases through the efficiency of Recurring Notifications.”
Once a customer has purchased tickets for a particular event, they can also opt-in to receive updates regarding their purchase. Within 24 hours prior to the event, they receive a friendly reminder to be ready for the show, and for customers who have chosen the “Electronic Ticket” option as their delivery method they will receive their tickets’ barcodes directly via Messenger.
Given the success to date, the team wants to deepen specialization in Recurring Notifications to differentiate categories and refine further how information is shared. For example, sending targeted notifications for follow-up concert dates would help ensure that unnecessary reminders don’t get sent to those who’ve already gotten tickets. Also, the team has new plans to add cross notifications based on fan favorites, letting customers know when artists in similar genres are coming to town.
Better service, more productivity
Developing an automated chat experience with Messenger enabled eTicket to automatically deflect calls, increasing agent productivity. Through the chat experience, the eTicket team also leveraged Recurring Notifications to keep fans informed about the latest updates for their favorite events.
- 72% of fans connecting with Messenger opt-in for Recurring Notifications
- 46% of fans start an automated experience after their first notification
- 65% of customers who received Recurring Notifications made a same day purchase
- 70% increase in productivity with the Messenger automated experience
- 55% increase in engagement with automated conversations due to IVR call deflection
- 60% of inquiries in Messenger resolved without a live agent
“Our fans are enthusiastic about using the chatbot through Messenger API. We’ve seen a 55% increase in conversations as they choose to leave call center queues. Since 60% of all conversations initiated in the chatbot can be resolved without speaking to a live agent, we didn’t need to open new positions at our call center, which created significant savings for us. In addition to a 70% increase in agent productivity, we now deliver a better user experience as customers can choose to get immediate support without needing to wait on hold for the next available agent.”