Most ticket sellers have three levels of needs in box office software: Transact, Analyze, Grow.
At the basic level, box office software must administer the ticket transaction. That is, it must allow the ticket buyer to place an order, submit payment and receive the tickets. The system must deplete inventory to avoid overselling general admission events or must lock sold seats for assigned seating events. It must collect credit card information for payment and provide the actual ticket – whether in hard copy, print-at-home or mobile. You may also require features such as bar-codes, mobile scanning and day-of-event check-in.At the next level, ticket sellers require the ability to review and analyze the data generated by the purchase transactions. You likely want to review sales performance for each event and be able to slice the data many different ways such as cash versus credit card sales, amount of discounts, sales per price category. Features required at this level include the ability view event-specific or total sales and the ability to extract all transaction information into excel to analyze it however you wish.
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At the top level is the goal to grow. This level includes the ability to drive sales for specific events, to expand your customer list and your relationship with your customers and to cultivate your overall reputation in the community. Features required in box office software at this level include “ownership” of the customer data and ability to use it to cultivate your relationship with the customer. The system must allow you to export your customer data, and the system vendor must agree that that data is yours and yours alone.
At the grow level, system attributes such as ease of use, social integration and cosmetics that are consistent with your branding are important. The ability to leverage social networks such as Facebook, Twitter, G+ or Pinterest is also critical. The system should give patrons the ability to Like or share your events or your Facebook page, or communicate the fact that they just bought tickets and invite their friends to join them. These features will not only drive sales but build your brand and reputation.
In addition to defining your specific requirements, it is of course necessary to look at other aspects when choosing box office software. Topics like ease of implementation, the software company’s reputation, and pricing obviously need to play a role.
Taking time to become clear on your requirements at all levels will enable you to weed out early software vendors who don’t meet your requirements and will result in a more effective selection process.
Find out more about how to define requirements and review a list of typical box office software requirements by downloading the White Paper.