Measuring Ticketing/CRM effectiveness
Measurement is one of the most important factors in the success of a business. Yet sadly the measurement of ticketing supplier performance is only sometimes given the emphasis it needs.
In some areas of an attraction, like marketing, benchmarking is used to evaluate return on investment through agreed KPIs (key performance indicators).
This can be anything from social media engagement, visitor numbers, and online conversions, to visitor satisfaction. Some are more effective than others due to a lack of/access to data (but that’s a whole other topic!)
So if we are tracking marketing-sales performance, why not track the success of the suppliers that support the key functions of our businesses?
Requests for SLAs (Service Level Agreements) are usually a mandatory requirement during tenders/procurements, but just how effectively are they being used after system go-live?
Do they even relate to your KPIs?
To address suppliers’ performance at your visitor attraction, firstly you’ll need to define vital benchmarking criteria.
Here are 5 suggestions by ReWork:
- Achieving supplier SLA targets (these should be readily available by all suppliers and usually focus on ongoing support)
- Client success/account management meetings (agree on a timeline, availability for ad hoc communication, the format of meetings, agenda content, and contribution and process for follow-ups)
- Meeting follow-ups/actions achieved within agreed timelines (define exact ‘timelines’)
- Roadmap developments delivered on time with minimal disruption to the business (define what ‘on-time’ and ‘minimal’ mean)
- Pro-active communication from supplier with regards to changes, developments, and industry knowledge (define what ‘proactive means to you)
It’s never too late to define KPIs for your business. So why not start now?
If you’re a visitor attraction that needs a hand, we are more than happy to help you define the best KPIs that allow you to measure the performance of your ticketing/Epos/CRM suppliers.
Here’s to 2023 and maximising your system partnerships!
As always, we’re here to help!
