Customer journey view hampered by lack of tech integration

Sports and live event organisations want to work with the best technologies to drive growth.  But disappointingly many ticketing platforms won’t, rather than can’t, work together at a time when integration is the goal. We spoke to our client Saracens RFC on the challenges they’d faced and their results when integration was achieved.

Every business that sells tickets wants to deliver the very best fan experience.  To achieve this organisations are looking to work with the best in class solutions that are right for their business.  However, frustratingly they are coming up against barriers.

‘Computer says no’

There is nothing more annoying than being told by a tech partner that you can’t have your chosen solution because their system isn’t flexible enough to integrate with it.  Fans and organisations should not have to put up with a second-class experience simply because ‘computer says no’.  Technologies are changing at a fast pace and ticketing clients want to incorporate new systems in order to offer the best customer journey. The priority of businesses like ours that offer tech solutions should be to help our clients by being both flexible and agile.

Saracens integrates 3D Seat Mapping Technology With its Ticketing Platform

Saracens moved to SecuTix at the start of this season because they wanted integration.  “We have a huge responsibility as a club to fans and want to deliver the best fan experience we can both in our physical stadium and in the ‘virtual stadium’,” explains Andy Duckworth, Chief Commercial and Marketing Officer for Saracens.

“Frustratingly other partners wouldn’t integrate with the solutions we wanted, telling us we had to work with their systems only.  But those systems weren’t always good enough. When I have a problem, I want to work with a partner who will help me solve it, not just try to sell me their products.”

SecuTix’s integration-first way of working is proving to be a flexible solution for Saracens.  The club wanted to use Pacifa 3D maps as part of the customer journey and we simply plugged it into our ticketing software.

The result is an immersive, seamless customer journey for Saracens fans.  “Andy Duckworth, Chief Commercial and Marketing Officer at Saracens, explains: “Thanks to the integration of the SecuTix and Pacifa technologies, fans can now select a seat and look around to their left, right, even behind to ensure they are happy. Once they’ve made their selection, tickets are easy to buy with just a few clicks. We are the first sports club in the UK to show the exact view each spectator will get from their chosen seat. We want Saracens fans to have the very best experience, whether that’s physically or digitally, and this feature enhances that even further.”

And in the future when Saracens play matches at Wembley or Twickenham, SecuTix will integrate with the respective stadium mapping systems when selling tickets online, meaning the customer experience is world-class from start to finish.

Agility is key to omnichannel customer experience

At SecuTix, we’ve made integration a priority. The SecuTix ticketing platform is to offer API based integration with other software solutions using industry standards REST/JSON and SOAP/XML. We can either research and offer the best in breed systems or integrate with existing ones our clients have chosen to work with. It could be interactive 3D seat maps, cancellation insurances or Yield Management analysis. All our applications are available through APIs allowing us to connect with third party applications and conversely third party applications to connect with our ticketing platform.

Julien Piwowar, President of PACIFA Decision, a SecuTix technology partner whose 3D seat maps integrate seamlessly with our cloud-based ticketing platform said:

“Integrating with the SecuTix ticketing platform has been a success as both our systems are designed to be compatible with other platforms. The next stage of the partnership with SecuTix and Saracens is to extend into hospitality, creating a fly-through of the hospitality spaces at Allianz Park.”

It’s time for the ticketing industry to adjust and innovate.  We can then put an end to struggles with technology siloes and ultimately realise our clients’ visions for world-class customer experiences.

How to Drive Your 2017 Ticketing Success?


Download our new discussion paper “Key Trends To Drive Ticketing Success in 2017” and learn more about the challenges facing the ticketing industry.

  • End of hospitality and ticketing silos – Featuring the UEFA case study
  • Democratisation of one to one marketing
  • Mobile optimisation
  • Integration of features
  • Lottery steps up
  • Spotlight on sponsor tickets