Are we the best we can be... (Part One)

This one's a two parter, think of this as the prologue.

In this post I'd like to propose a simple 6 stage model for the ticketing customer journey, and In a follow up post I'd like to use it to put forward a vision for the future of ticketing... simple ;)

So here is a simple six stage model for the ticketing Journey, let's call it "The rollercoster model" because being on it feels like being on a rollercoster.

My girlfriend tells me Nine Inch Nails are touring, she saw it on an email, and instantly I want to go. This is stage one... 

The Epiphany

I'm excited, I want to tell people, and I want to go, my head is filling with the memories of the last time I saw them. I'm on a real high, I need to go, I want to hear them again, so I begin...

The Hunt

I google “Nine Inch Nails tour” I check the artist's site, the hunt is usually short, but can take days or weeks and it's important to note it as a separate stage in this journey. in this case while I find the information, the event isn't on sale yet, sigh, so the hunt goes on..

I wait a week, and the on-sale date arrives, it's time for... 

The Capture

Sat on the site an hour before, waiting in line, or queuing on the phone, the capture can be one of the most exhilarating parts of the journey or one of the most frustrating, it ends in a climax of either abject failure or great victory. In my case, I get my tickets, and am completely ecstatic.

And now, a six month wait...

The Longing

A crash here, I have my piece of paper, but now I wait, and wait, sometimes years! I have a few coping strategies, the main one is that I put the ticket in the drawer and forget all about it, until...

The Event

Which isn't to say, "the concert". It can often start the week before the concert, with the preparation and hotel and travel bookings, and certainly involves the journey to the venue, in my case to another city. The Event is that period where we feel things have started moving, the ticket is out of the drawer and the excitement is back, and it lasts until after the show ends and the lights come up, it's now that...

The Letdown

...begins, and the euphoria starts to fade, and all I'm left with is a bunch of pictures, the odd video, and a feeling that I was a part of something very special.

 

OK, so that's the rollercoaster model, alternating stages of highs and lows, some real emotional peaks, and troughs. I've been using this in my head for years to think of ways to improve things and areas to focus on when looking at ticketing from a customer perspective. and it's helped. So I thought I'd share.

What I'd like to do in my next post is map out a bunch of thoughts and ideas around ways we could change ticketing, and I'm going to do this by jumping into the future and putting forward a vision for ticketing in 2020.

Stay tuned...