Optimised fan experiences with the Mobile Marketing Cloud
As official event supporter of the Formula 1 Heineken Dutch Grand Prix, CM.com teamed up with the Dutch Grand Prix to provide the best customer experience via many of our products and services. Imre van Leeuwen, Director at Dutch Grand Prix: “We were looking for more than a specialised ticketing partner. A partner that could help us optimise our ticketing process and create a superior fan experience. CM.com offers us both, which makes our partnership so successful”. In this article we will explain step-by-step how we have contributed to the success in the run-up to the F1 Dutch Grand Prix.
To optimise the ticketing process of the Dutch Grand Prix, we started by setting up a preregistration for tickets. The pre-registration was necessary because demand was greater than supply.
To achieve the best customer experience for the customers of the Dutch Grand Prix, we set up our Mobile Marketing Cloud as well. CM.com’s Mobile Marketing Cloud is an omnichannel customer engagement solution built for B2C marketers.
The beating heart of the Mobile Marketing Cloud, is our Customer Data Platform (CDP). Here all the customer data for the Dutch Grand Prix is stored in order to provide the best customer experience.
The pre-registration data was also directly registered in the CDP. There, it was filtered with several authentication steps to prevent fraudulent applications.
This was an important requirement of the Dutch Grand Prix: preventing tickets ending up on the black market for up to three times the original price, which would have caused fans to miss out on tickets. We're happy that we met this requirement, as more than 11% of the pre-registration requests were blocked because they were fraudulent.
The Dutch Grand Prix used the CDP from the start. Because of this, it now holds over ten million data points that are aggregated into over 300,000 customer profiles.
Too much data to handle?
Not with our extensive segmentation options. A clever way to set up highly personal marketing campaigns. For example, to decide who you want to send which email.
Talking of emails, our Mobile Marketing Cloud also contains Email Campaigns. The Dutch Grand Prix used this tool to easily design, automate and analyse emails.
This enabled them to send automatically triggered emails based on certain actions of fans or certain time frames. For example, an email was automatically sent when the pre-registration for tickets ended and when the ticket sales started.
To aid fans in every step of their journey, we created the technology behind the Race Engineer for the Dutch Grand Prix. This specific chatbot was made especially for the Dutch Grand Prix and runs on WhatsApp.
The Race Engineer was designed to answer questions about travelling to and from the event, such as:
How can I reach the Dutch Grand Prix?
What means of transportation is best?
What's the fastest way out of the circuit?
On the day of the race, the chatbot could be used to answer frequently asked questions.
If the bot could not answer a question, CM.com’s Customer Contact tooling made it possible to hand over the conversation to a human customer care agent. Customer Contact is a platform from where all conversations can be managed: whether they started via a bot or a messaging channel like WhatsApp. This allows customer care agents to easily respond to all incoming messages and hand over conversations to the right teams without losing track of the conversation.
All conversations with the chatbot are automatically stored in the CDP, to enrich the customer profiles. The CDP is the beating heart of the Mobile Marketing Cloud, where all customer data and interactions are stored, just like the ones with the chatbot. This enables marketers to easily segment customers by filtering on certain demographics or actions, like ‘everyone who started a conversation with the Race Engineer’.
Unfortunately, the Dutch Grand Prix had to be postponed because of the COVID-19 outbreak. Thankfully, the Mobile Marketing Cloud enabled the Dutch Grand Prix to communicate easily with the fans that already bought tickets for the 2020 race. Their data is safely stored in the CDP, so once it's possible to run the Dutch Grand Prix, everybody will be informed in a timely and personal way. We're all looking forward to it.
Would you like to know more about our partnership with the Dutch Grand Prix? Check out our brand-new web page cm.com/f1.
Select a region to show relevant information.
This may change the language.
Is this region a better fit for you?