Ticketmaster Really Should 'Look Back In Anger' - A Missed Opportunity to Deliver Amazing Digital Customer Experience! 02/09/24

We've all seen the memes and puns about the Oasis reunion, and people (me included) lauding the awesome single-asset demand-gen campaign for it (yes, I know it was a campaign 20+ years in the making lol). But - In today's Daily Dose of Digital, i'll explore why the recent Oasis ticket sale through Ticketmaster was a masterclass in what not to do when managing a digital customer experience, and some of the missed opportunities to deliver amazing CX.

Ticketmaster's epic fail.

Fans were left queuing for hours across multiple devices, faced technical glitches, and were hit with "surge pricing" that saw ticket prices double or even triple as demand soared. This led to an overwhelming wave of frustration and disappointment, with social media flooded with complaints about the chaotic experience. Despite the sellout, the backlash has overshadowed the financial success, leaving a bitter taste among many fans.

In today's digital age, where CX (customer experience) is critical, the Oasis ticket sale was a huge missed opportunity for Ticketmaster. With a few creative changes, the entire experience could have been transformed from a frustrating ordeal into an engaging and memorable event.

Here’s just some of the ways Ticketmaster could have turned things around:

1. Entertainment Instead of Aggravation: Leveraging Content to Engage Fans

One of the biggest missteps was not utilising the waiting time to entertain fans who were trapped in the virtual queue. This period could have been an opportunity to provide value rather than exacerbate frustration.

Solution Opportunity: Replay a Previous Oasis Concert Video or Host an Oasis Karaoke.

Instead of staring at a static loading bar, fans could have watched a replay of a classic Oasis concert. Better yet, an Oasis karaoke session could have been hosted right in the waiting room, allowing fans to sing along to hits like "Wonderwall" or "Champagne Supernova." This interactive experience would have kept fans entertained, built anticipation for the upcoming concert, and created a shared, joyful experience among fans while they waited.

2. Gamification: Turning Boredom into Fun with Interactive Games

Ticketmaster missed a major opportunity to engage fans through gamification. With thousands of people stuck in queues, why not turn this captive audience into active participants?

Solution Opportunity: Oasis Trivia, ‘Never Mind The Buzzcocks’ Style Intros, ‘Complete the Lyric’ Games, and More.

Beyond a basic trivia quiz about the band, Ticketmaster could have created a series of engaging games:

• ‘Never Mind The Buzzcocks’ Style Intros: Fans could guess the song from a few seconds of its intro, with points awarded for speed and accuracy.
• ‘Complete the Lyric’ Game: Fans would finish the lyrics to popular Oasis songs, competing to see who can complete them the fastest.
• Leaderboards and Rewards: Implementing a points system and leaderboards could have incentivised participation, with rewards like exclusive content, discount codes, or priority access to future events for high scorers.

These games would have transformed the waiting experience from frustrating to fun, making fans feel more connected to the band and less annoyed by the wait.

3. Exclusive Content and Offers: Rewarding Loyalty and Driving Engagement

With hundreds of thousands of dedicated Oasis fans essentially held captive in a virtual waiting room, Ticketmaster had a prime opportunity to deepen engagement and build loyalty.

Solution Opportunity: Share Exclusive Band Content and Offers.

Ticketmaster could have shared exclusive content such as personal messages from the Gallagher brothers, behind-the-scenes footage, or sneak previews of new material. Additionally, offering limited-edition merchandise or concert memorabilia available only during the ticket sale could have driven engagement and reduced frustration. This approach would have turned a passive waiting experience into an active and rewarding one.

4. Transparency and Communication: Reducing Frustration Through Clear Messaging

One of the major complaints was the lack of transparency and communication from Ticketmaster during the ticket sale. Fans were left in the dark about how long they would be waiting and what to expect when they reached the end of the queue.

Solution Opportunity: Implement Real-Time Updates and Transparent Queue Information.

Providing real-time updates on queue positions, estimated wait times, and ticket availability would have significantly reduced customer frustration. Clear communication helps manage expectations and reduces anxiety, improving the overall customer experience. By keeping fans informed, Ticketmaster could have maintained trust and minimised negative feelings.

5. Addressing the “Queue Before the Queue” Issue: Refining the Early Access Ballot System

Many fans experienced a "queue before the queue," which was essentially a preliminary waiting room before entering the actual numbered queue. This added to the confusion and frustration, especially for those who had participated in the early access ballot.

Solution Opportunity: Refine the Ballot System and Enhance Pre-Queue Engagement.

Ticketmaster did implement an early access ballot for fans, but the process was poorly communicated and managed. Improving this system with clearer instructions and scheduled time slots for ticket purchasing could have prevented server overloads and improved the customer experience. Enhancing pre-queue engagement with exclusive content or updates could have kept fans entertained and informed, reducing frustration before they even entered the queue.

6. The Pricing Problem: Addressing Surge Pricing and Managing Expectations

One of the most controversial aspects of the sale was Ticketmaster’s use of "surge pricing" or "in-demand pricing," which led to significant price increases as demand spiked. Fans who had waited for hours found that ticket prices had doubled or tripled by the time they reached checkout, leaving them feeling deceived and outraged.

Solution Opportunity: Transparent Pricing Strategies and Surge Pricing Caps.

Ticketmaster could have implemented more transparent pricing strategies and set caps on how much prices could increase. Providing upfront information about potential price changes would help manage customer expectations. Additionally, offering a price lock for fans already in the queue could prevent the shock and anger associated with unexpected price hikes, maintaining trust and satisfaction.

7. Navigating the Reseller Market: The Gamble Fans Take

The frustration did not end with the initial ticket sale. Fans who turned to the resale market, even through official channels, found ticket prices skyrocketing into the thousands. For a band like Oasis, known for its volatility and history of cancellations, this presents a significant risk.

Solution Opportunity: Educate Fans About Resale Market Risks and Provide Better Alternatives.

Ticketmaster should have proactively educated fans about the risks of buying from resellers, especially with a band like Oasis, which is notorious for its internal conflicts and cancellations. Unlike buying directly from Ticketmaster, purchasing resale tickets comes with significant financial risks. If a concert is canceled, resale platforms often only refund the original ticket price, not the inflated amount paid by the buyer. This makes paying exorbitant prices for resale tickets a risky gamble.

For instance, as highlighted by reports such as WalesOnline , many fans have been flipping tickets for significant profits. But this strategy is fraught with danger: if the band cancels, those who paid inflated prices are left with a significant financial loss. Given Oasis's reputation for canceling shows over personal disputes, buying resale tickets at high prices is a gamble many fans may regret.

Could Ticketmaster have offered a safer, verified fan resale exchange with capped prices, ensuring fans are protected from excessive markups and reducing the likelihood of negative experiences (yes, I know they are technically behind the 'official' reseller websites, but the price protection would be the enhanced experience here - debate will rage on this as it's basic market economics of course).

A Digital Experience Overhaul That Could Have Made All the Difference

The Oasis ticket sale debacle is a powerful reminder of the importance of digital customer experience. What could have been an opportunity to build fan engagement and loyalty instead became a frustrating ordeal. By incorporating engaging content, gamification, exclusive offers, clear communication, and better queue management, Ticketmaster could have significantly enhanced customer satisfaction and loyalty. Addressing pricing transparency and providing safer resale options could have further mitigated frustration and maintained customer trust.

As brands continue to navigate the digital age, prioritising customer experience at every touchpoint is crucial. Those that do will foster stronger relationships, drive greater engagement, and ultimately, enjoy sustained success.

What other tactics could Ticketmaster have employed to make this woeful CX better? Did you experience it first-hand too? Let me know your thoughts in the comments.