Event Technology Services
CASFID Group provides event organizers and promoters with tools to optimize their processes, ensure security and obtain real-time information about everything that happens at the event.
One of these tools is Enterticket, a ticketing platform to find and buy tickets for the best entertainment events in Spain.
Casfid's Enterticket's ticketing tool offers event organizers and promoters a host of features and real-time information on everything that happens with ticket sales, allowing total self-management of the event. It's one of the most complete platforms for ticket sales, helping to take events to the next level.
Currently, Enterticket sells over 1.5M tickets per year for more than 3,000 events, including festivals such as Mad Cool, Medusa Festival, tours like Robe or Melendi, and other cultural and leisure events such as DreamHack or Gamepolis.
Handling Customer Support Queries In The Events Industry During A Pandemic
Enterticket's Customer Assistance Center (CAU) helps ticket buyers with their questions and issues.
During the pandemic, many events have been postponed, others have been canceled, and many have moved from unnumbered to numbered seats.
The Email Catastrophe
The unprecedented changes in event dates & schedules led to an increase in the number and types of support requests coming into Enterticket's CAU via email.
In 2021, they sold over 1 million tickets through enterticket.es, and the CAU served more than 2,000 users.
Therefore, at this point, they had one big challenge with 3 different branches.
- High Volume - Email was the primary channel used for requests, too many emails for the support team to handle.
- Incomplete and missing information - Unstructured data with no classification and bucketing. The email's subject was sometimes generic, which didn't help classify the request or prioritize it. At the same time, it did not always contain all the necessary data to solve the request.
- Back and forth with inefficient resolution - Some users who wanted to change the name of an entry would be asked for the old name and the new name (plus some verification data); users who wished for an invoice would be asked for the fiscal data, among other things.
Volume & Types of Queries Analysis: What To Do Before Cutting A Process
If you’re looking to improve the efficiency of a process, it's crucial to measure its current performance. That way, you'll have a benchmark that lets you know how much better it's going to be when the work is done, and you can also see how far you've come already.
Casfid's team knew they needed to understand what types and how many requests they were receiving.
They saw that 39% were return requests, 8% requested to change ticket data, 3% had lost the ticket or had not received it, 2% made a claim or asked about parental authorization, 1% requested an invoice.
On the other hand, 37% of the queries were made in response to the ticket email, 7% were emails "without a subject," and the remaining 3% were other queries.
The immediate challenge to improve team efficiency and customer happiness was clear — email management.
The amount of manually handled emails was excessive, and automating processes could bring a better experience to the user and reduce the team's burden.
An All-Inclusive Tool for Customer Support
With all the data gathered, Javier and the team understood they had to automate their process, so users could request changes to their ticket data, request a refund, an invoice, or resend their tickets (if they could not find them).
By this time, the Casfid team knew what they would require for the solution. They’d want to ask for all the info necessary to solve each incident and have it automatically solved without human intervention, whenever possible. It would need to be easy to maintain and flexible so that when new requirements came in, they could easily be tackled and implemented.
Over the recent years, we have seen a rise in support services leveraging technology. But on top of that, we also witnessed how new technologies helped companies solve specific problems and do things more effectively. It was time for the team at Casfid to find a comprehensive solution that could work for them, regardless of the problem they'd face.
Creating ‘Wow’ moments for customers is a must
Wow moments are the end goal of every customer conversation. But if you want to create a wow moment for your customers, you have to put yourself in their shoes — what will make them say any of the following:
🤩 "Wow! That was quick."
🤩 “Wow! That was helpful & informative.”
🤩 “Wow! That was easy.”
The Casfid team knew they needed to move quickly to get their product in front of customers as quickly as possible.
They explored a number of different tools but found that Landbot and Typeform could allow them to be very fast and publish the first version in one day.
Now, the question was: Which tool offered them 100% they needed?
How I met your chatbot
In the end, Javier and his team chose Landbot because it offered their users more interactivity and allowed for greater personalization based on how their customers were responding to each question. They also found that it was easier for the developers to integrate Landbot with their own ecosystem and Enterticket APIs, so it not only removed some roadblocks during development but made the process faster and easier. As Javier says:
With Landbot's visual builder, the team created different interaction paths: “I can't find my ticket,” “return a ticket,” “duplicate purchase,” “change ticket data,” “request invoice,” among others.
For those requests that could be resolved automatically, Landbot invoked Casfid's external Enterticket APIs (for example, to request the resubmission of a ticket.)
Requests that are resolved automatically are counted, and those that require attention from a team member are now fixed at the first interaction.
CTO at Casfid
Marketing Manager | Conversational Design
With Landbot, more than 70% of customer queries are deflected to a response system that averages 4.5 out of 5 stars in customer satisfaction.
Going Full Steam Ahead With Chatbots
In an increasingly digital world, many companies are turning to chatbots to grow their businesses.
Chatbots can not only provide customers with quick answers to basic questions, but also help you sell your products more effectively than ever before.
Chatbots are a great way to reduce the cost of customer service while increasing customer satisfaction — in fact, they can do both simultaneously.
Delivering 24/7 service at a lower cost with higher efficiency
Landbot is helping Casfid collect more metrics and solve user requests faster. With all this new information, they're likely to implement new features and UX changes in enterticket.es to further minimize the number of queries and issues.
Javier Campos | CTO - Casfid
This is how Enterticket's chatbot looks like when resolving incidents (mobile and desktop version:)
When a delightful user experience significantly increases customer satisfaction
Finally, Javier and his team have incorporated a review system to measure service quality at the end of the process.
They are currently at +4.5 out of 5.
Automation isn't always enough
In the front end, Enterticket's clients interact with Landbot. This is a smooth and seamless experience for them, thanks to Landbot's conversational interface and ability to help people find quick resolutions to their problems.
But what about incidents that can't be resolved automatically?
If there’s no way to solve them automatically, and when there’s a need for human intervention, the Casfid team works with the same tools: Landbot connects to them via email, so the integration is immediate.
Here is an example of an email sent by the bot to their team, with all the necessary data previously collected by Landbot:
Every business knows the importance of having automation in place. You can't be everywhere at once, and you want to offer the best service possible while keeping your costs low. But a lot of times, that's not enough — you also need to make sure there's a human component to what you're doing.
Personalizing & streamlining experiences for customers, employees, and everyone in between
We all know how important it is to move quickly in the digital age. If we can't keep up with our customers' needs, they'll go elsewhere.
That's why Casfid has been looking for solutions that help them develop fast and adapt to their users' needs.
After quantifying their main challenges, Casfid found that a no-code solution like Landbot was valid in many cases. It allowed them to develop quick solutions without killing development team hours and to validate an idea quickly, with real users.
How Casfid is using Landbot is just the tip of the iceberg. They have a vision and are working to implement it.
In pre-sales, Casfid is hoping to have Landbot clarify anything before having people buy the tickets. This will give them further insight into what people are looking for and provide even better customer service.
Casfid is also testing on internal use, communication between departments, and more. This will help them streamline their operations, freeing up space for more creative endeavors.
Wondering what it's like to be at the forefront of a technological revolution? The team at Casfid is living that dream every day, and we're excited to see what the future holds.