Optimizing F1's race fan experience with CM.com's Mobile Marketing Cloud solution
As an 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 with many of our products and services. Imre van Leeuwen, Director at Dutch Grand Prix: “We were looking for more than a specialized ticketing partner. A partner that could help us optimize 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 optimize the ticketing process of the Dutch Grand Prix, we started with setting up preregistration for tickets. The preregistration was much needed as the demand was greater than the 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 build for B2C marketers.
The beating heart of the Mobile Marketing Cloud is our Customer Data Platform (CDP). Here is all customer data of the Dutch Grand Prix stored which is needed to provide the best customer experience.
Preregistration data was directly pushed into the CDP where custom filters and parameters including several authentication steps became a pivotal tool that ensured registration fraud.
The Dutch Grand Prix relied on this as a measure to prevent tickets from being resold on the black market – a common case that profits black market resellers up to 3Xs the original price.
By eliminating this issue, F1 would help fans prevent missing out on their opportunity to purchase tickets. We are happy to have fulfilled this requirement, as more than 11% of the preregistration requests were blocked as fraudulent registrants.
Dutch Grand Prix used the CDP from the start. This way, 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 personalized marketing campaigns. For example, to decide who you want to send which email to.
Talking about emails, our Mobile Marketing Cloud also contains Email Campaigns. Dutch Grand Prix used this tool to easily design, automate and analyze emails.
Extremely useful for the Dutch Grand Prix, as 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 preregistration 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 specifically aimed at answering questions about traveling to and from the event, like:
How can I reach the Dutch Grand Prix?
What means of transportation is suggested?
What is 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 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’.
Unfortunately, the Dutch Grand Prix had to be postponed because of the COVID-19 outbreak. Thankfully, the Mobile Marketing Cloud enables 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 is possible to organize the Dutch Grand Prix, everybody will be informed timely and in a personal way. We are all looking forward to the Dutch Grand Prix!
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