It all started with setting up pre-registration for tickets. Pre-registration was much needed as the demand was greater than the supply. The pre-registration 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 optimise our ticketing process, but could create a superior fan experience. With the innovative software and data insights of CM.com, we were able to optimise the entire fan journey.”
Due to COVID-19 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.
The Customer Data Platform was also used to gather and load information on the expected number of visitors and their chosen method of transportation, allowing us to successfully distribute people across several entrances. Because of the exact and real-time information, we were able to 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 allowed the Dutch Grand Prix 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 joined forces.
All conversations with the chatbot were 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’.
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 Business.
The Race Engineer was specifically aimed at answering questions about travelling to and from the event.
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 efficiently and effectively.
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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