At a time when the world was moving online or mobile, entertainment ticketing and information company Bigtree Entertainment Pvt. Ltd, had no option but to go for e-ticketing system to improve customer experience.
Established in 1999, Bigtree is India’s first entertainment ticketing company that offers ticketing for cinemas and plays through its website www.bookmyshow.com.
By implementing a centralized contact database from Oracle, Bigtree accelerated the response time by 30%, thereby creating more satisfied customers in the process. With Oracle RightNow Chat Cloud Service, the Mumbai-based company improved customer care response time to e-mail and phone queries by 30% within weeks.
“Initially, we had no way of meeting a customer’s expectations and extending their lifespan with Bigtree, as we could not store any customer data and respond to queries efficiently,” said Komal Chainani, DGM contact center and back office operations, Bigtree Entertainment Pvt., Ltd. In other words, its manual e-mail system used to address customer queries about ticketing or entertainment events was becoming very tedious.
The need of the hour was to implement a centralized customer contact database to expand its communication channels, such as introducing online chat. The company needed a tool to gain real-time customer insight from all communication pathways, including the call center and e-mail ticketing.
The Oracle solution helped Big Entertainment expand customer base by delivering targeted, personalized interactions with new and existing customers to support return business. “We now have a consolidated view of customer information and gain the ability to provide better service and improve our customer experience,” said Chainani.
The company also minimized inquiry bottleneck and improved service availability by implementing an online chat service. The unified, real-time customer contact platform also enhanced staff productivity by automatically assigning an inquiry reference number and providing access to all communication channels such as general ticketing inquiries, technology queries, and ticket purchase transaction records, and routing them to appropriate staff members in a single record with one click, rather than arduously recording information, as was done earlier.
Also, Bigtree increased staff productivity by automatically assigning an inquiry reference number and providing access to all communication channels in a single record with one click, rather than arduously recording information, such as ticket purchasing history
Bigtree worked with Oracle partner Virtuos Solutions to implement Oracle RightNow Cloud Service in just 3 months. “We benefitted from Virtuos’ deep understanding of Oracle RightNow Cloud Service. Today, we have a centralized customer contact database that fits our entertainment ticketing business model, and functionality for providing targeted and personalized service that helps us get the most out of our investment,” Chainani said.
A study commissioned by Oracle and carried out by Forbes Insights published in February 2015 notes that some companies are making significant progress delivering modern customer service while others are investing in online customer service capabilities, self-service technology, mobile apps, social media and knowledge management systems.
“Consumers today are engaged and empowered like never before and want to get answers to their questions anytime, anywhere, and on any device,” David Vap, group vice president, Oracle Applications said in a statement.
He believes that excellent customer service involves consistent, personalized customer service in every interaction, across every channel and at the same time it can have a huge business impact by helping organizations increase sales, strengthen relationships, and reduce costs.
Another Gartner survey on customer experience found in October 2014 that by 2016, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago. That’s quite a big leap. Needless to say, for Bigtree, the cloud-based solution tremendously helped in improving its overall customer service, and in expanding its customer base, thereby improving its bottom-line.