Centralized Contact Database Helps BookmyShow

Established in 1999, Bigtree Entertainment, the company that owns BookMyShow.com and other popular brands, claims to be India's first entertainment ticketing company. Today, it has differentaited by developing a competitive edge and by providing comprehensive ticketing, information, and analysis solutions to cinemas, event organizers, and individual consumers nationwide. Bookmyshow.com is one of the leading brands of the company that leads the market in its space and helps cinema owners to get the crowd.

Since IT is central in its operations, Bigtree Entertainment has to be always up and running. The company cannot afford outages in its operations and has to have seamless functioning.

CHALLENGES

According to the company, it faced challenges in terms of meeting a customer's expectation. Komal Chainani, Assistant General Manager of contact center and back office operations, Bigtree Entertainment wanted to enable customer care team to accelerate response time to customer queries about ticketing and entertainment events by replacing manual email service with a centralized customer contact database.

In addition, the company wanted to implement a systematic tool that categorizes customer query types and allocates to appropriate trained staff members to improve productivity and enhance service quality.

Also, it wanted to gain real-time customer insight to improve customer experience and support growth for customer base.

SOLUTIONS

Bigtree wanted to implement a centralized customer contact database to expand its communication channels, such as introducing online chat. It also wanted to gain a consolidated view of customer information from all communication pathways, including the call center and e-mail ticketing. Chainani decided to use Oracle RightNow Cloud Service that helped the company accelerate its customer response time.

"Before implementing the solution, we had no way of meeting a customer's expectations and extending their lifespan with Bigtree as we could not store any customer data and respond to queries efficiently," said Chainani.

"We chose Oracle RightNow as we found this closest to our requirements for our growing entertainment ticketing business. We now have a consolidated view of customer information and gain the ability to provide better service and improve our customer experience."

IMPLEMENTATION PROCESS

In November 2011, Bigtree worked with Oracle partner Virtuos Solutions to implement Oracle RightNow Cloud Service. The new customer contact database went live, within budget, and on time in February 2012. The company claims that it is operating smoothly and users were able to perform their jobs on the first day the system went live.

HOW THE SOLUTION HELPED

Bigtree was able to accelerate response time by 30% and improve customer experience. It also accelerated customer care response time to e-mail and phone queries about ticketing by 30% and minimized inquiry bottleneck and improved service availability by implementing an online chat service. In addition, it expanded customer base by delivering targeted, personalized interactions with new and existing customers to support return business and improved customer inquiry control by managing all interactions from a unified, real-time customer contact platform, instead of processing customer information in separate e-mail and call center systems. Besides, the company found automatic productivity enhancement in its employees.

Furthermore, the company improved customer service by gaining the ability to record, track, and escalate inquiries by immediately filtering them into categories-such as general ticketing inquiries, technology queries, and ticket purchase transaction records, and routing them to appropriate staff members. It also enhanced customer experience by using feedback and messaging functionality for chat availability controls, such as setting appropriate expectations for chat wait times.