The Challenge

In the world of ticketing, getting the right information and documentation to the right people on-time can be the difference between a great event and an average one. To ensure that events were managed seamlessly, House of Tickets needed a system to handle orders from over 2,000 customers across Australia and New Zealand.

The company was previously relying on a collection of spread sheets which had to be constantly updated and checked by multiple employees. House of Tickets was losing out on many potential sales because it was struggling to keep track of leads and new orders flowing in from customers. These leads were flowing in through the website and over the phone, but this information was not being tracked in a central location or consistent manner, and no-one knew which enquiries had been attended to.

Scanning for lost revenue opportunities one lead at a time

House of Tickets didn't have real log of communication and didn't know who of their employees had contacted which customers. The company was missing potential revenue because it did not have full visibility over the information it had seeded out when quoting on different jobs. House of Tickets had no systems for managing quotes, despite offering different rates to customers.

"It was all over the shop. We wanted to centralise all the lead lists and all our accounts. We were missing leads, and we were in an uncomfortable position where we weren't following up people, people were following us up." Nathan Simonds, Director of House of Tickets

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The Solution

Initially, House of Tickets looked at several options, including database applications such as FileMaker and high-end ticketing systems that included a CRM component. They also reviewed but were turned off by high-pressure sales tactics and concern about the ease of making changes.

After weighing up the different options, House of Tickets chose to use SugarCRM technology because the system could run on its own server and be customised to suit its business needs.

To begin with, dummy projects were set up on SugarCRM to work out the best way to configure the technology to match the company's operations. To assist the process, they consulted Squiz's Insights division on how to customise reports and other elements but features such as accounts, contacts and leads were usable out of the box.

From a bundle of ticket stubs to a single online dashboard

House of Tickets set up SugarCRM to become the company's central tool for quoting, lead management and accounting. Now, all leads collected by the website are submitted to one employee to manage. Whilst the old, manual method meant they were missing out on a lot of leads, the new system now reports new leads on the dashboard, and shows when it expires.

House of Tickets also uses SugarCRM to reveal key metrics that were previously a mystery, including data about lead generation activities. In a sales tab they got a breakdown of sales, leads that were won and lost, and dead quotes, as well as a live sales feed of all the sales numbers.

The company has added dedicated staff to assist this process and can see the turnover by number of sales for each salesperson. To encourage some friendly rivalry, House of Tickets holds a regular competition to see who can close the most quotes and opportunities.

The Result

Implementing SugarCRM has given House of Tickets a clear overview of each employee's role in responding to sales enquiries. They can see what needs to be done by whom – it's recorded against their user name. The same goes for the quotes they're tracking.

The company is also seeing tremendous benefits through the ability to generate more detailed reports. They can create sales forecasts to see incoming revenue, and are able to trace opportunities and the deadlines required. The reporting capabilities for lead generation show how many opportunities have been picked up and how many quotes are out with potential customers.

The ticket to success

SugarCRM has automated elements of sales and customer support that used to be carried out manually and were open to user error. It has also relieved a lot of pressure from managers who are freed up to work on other important areas of the business. They previously had to log all the dates manually for each job and monitor staff's progress on each task. The best delivery date they could previously give customers was within four to six weeks, however, now they are able to give them an exact date of delivery.

By setting up a workflow with the project management tool, all jobs are automatically broken into a list of tasks assigned to specific people in the office or a contact at the client. When an employee adds a start date the CRM does the rest and automatically calculates the dates for deadlines for artwork, the first proofs of the tickets and the shipping date based on previously agreed timelines. If a client is late with artwork then SugarCRM recalculates the new shipping date.

"One of my colleagues will have a look at the timelines and if they're falling behind we can start chasing the customer. We used to find that jobs would fall over, shit would hit the fan, and jobs would be delivered late."

House of tickets have also started using CRM to track sales and servicing of ticket printers and are exploring ways to incorporate SugarCRM into other areas of the business.

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