It all started with setting up preregistration for tickets. Preregistration was much needed as the demand was greater than the supply. The preregistration data were automatically stored in our Customer Data Platform (CDP). There, it was filtered with several authentication steps to prevent fraudulent applications.
Teun Verheij, Head of Marketing Communications at DGP: “We were looking for a partner that could not only help us optimize our ticketing process, but could create a superior fan experience. With the innovative software and data insights of CM.com, we were able to optimize the entire fan journey.”
Due to COVID regulations, a capacity reduction was enforced 3 weeks before the event. To accommodate this, we created a process to randomly reject ticket orders and inform buyers through Mobile Marketing Cloud.
Also data of the expected number of visitors and their chosen transportation was collected and loaded into the Customer Data Platform, so we could successfully spread the movement of people across entrances. These accurate, real-time insights helped us improve our efforts.
With all stored information in the CDP, the most complete, 360-degree view of the fan was created. Based on that data, Mobile Marketing Cloud gave the Dutch Grand Prix the opportunity to communicate with all fans in a personal, practical way, before, during, and after the event through the right channel.
Important information about tickets, payments, parking, and more was shared through email and WhatsApp to make sure fans were up-to-date. 80% of the communication before the DGP was sent via email.
During the event, we switched to WhatsApp as the most important communication channel. This way we could have automated, 1-on-1 interactions with the fans. Here, Mobile Marketing Cloud and Mobile Service Cloud really joined forces.
To aid fans in every step of their journey, we specifically made the Race Engineer for the Dutch Grand Prix. This scripted chatbot runs on WhatsApp with our Mobile Service Cloud.
Fans could use the Race Engineer to ask questions about, for example, how to travel to and from the event, but also to receive all kinds of exclusive content. If the bot could not answer a question, the conversation was handed over to a human service representative.
In the run-up to the race weekend, CM.com supported the Dutch Grand Prix by making sure these service representatives were ready for the large volume of interactions and ensuring that the communication ran smoothly.
From day one, the Dutch Grand Prix received thousands of messages through the Race Engineer. With the help of data reporting and Mobile Service Cloud features ‘suggested answers, ‘internal collaboration’, and ‘skill-based routing’, the Dutch Grand Prix could interact with the fans in an efficient and effective way.
To create the ultimate fan experience, we enabled the Dutch Grand Prix to be a completely cashless event. From the online payments of the ticket sales, to the on-premises payments of food and beverages, and the parking, all payments were powered and processed by CM.com software. For fans with cash, we offered prepaid debit cards. These cards could be bought and topped up at different cash points around the CM.com Circuit.
On-premise, all orders were processed and captured by our cash registers, hardwired terminals, and mobile POS terminals.
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