Hugo Achieved a 47% CX Boost for an Online Ticketing Platform

The Client

The client is a U.S.-based live entertainment ticketing platform specializing in last-minute tickets for sports events, concerts, and theater performances. With a user-friendly mobile app and dynamic pricing, the platform serves spontaneous event-goers and value-conscious customers.

Challenges

As competition in the live event ticketing market increased, the client needed to elevate its customer service to meet growing expectations. They partnered with Hugo to address the following challenges:

• High-Volume Inquiries: Peaks in inquiries during major event releases overwhelmed the support team, resulting in long wait times and customer dissatisfaction.
• Complex Refund Policies: Complicated policies led to customer confusion, frequent disputes, and negative feedback.

Solution

To tackle these challenges and enhance the customer experience, Hugo implemented a multifaceted approach:

Assembling a Specialized Support Team

Hugo built a team of agents experienced in event ticketing and passionate about delivering event management and design to ensure effective communication and a deep understanding of customer needs.

Managing High Inquiry Volumes

• Scalable Workforce Management: Hugo utilized flexible staffing to adjust team sizes based on demand forecasts, leveraging past event data to manage peak periods efficiently.
• Multi-Channel Support and Knowledge Management: Hugo provided support across multiple channels (phone, email, chat, and social media) and integrated these channels using Freshdesk to streamline the support process. A detailed FAQ, policy, and guide database for major events was created and featured prominently on the client’s website to help customers quickly find answers and reduce overall inquiry volume.
• AI-Driven Automation: AI chatbots were introduced to handle routine inquiries like event information and ticket availability. By integrating these chatbots with the client’s existing support system, Hugo automated responses to common questions, freeing up human agents to address more complex issues.

Simplifying Complex Refund Policies

• Hugo understood that quick refund processing was essential, so a dedicated team was established to handle refund cases, leading to faster processing times and higher customer satisfaction.
• The team worked with the client to clarify refund and cancellation policies, making them easily accessible on the website through FAQs and policy pages for straightforward pre-purchase information.
• A proactive notification system was implemented to keep customers informed of policy changes and updates throughout their journey, including email reminders about upcoming events and refund deadlines.

Results

With Hugo’s strategic approach and expertise, the client experienced significant improvements in customer satisfaction:

• Reduced Wait Times: Average wait times decreased by 38%, resulting in a 47% increase in customer satisfaction.
• Improved Customer Satisfaction: Streamlining the refund process and clarifying policies reduced customer disputes and negative feedback by 23%.
• Higher First-Contact Resolution Rates: First-contact resolution rates rose by 40%, enhancing the overall customer experience.
• Enhanced Customer Loyalty: Improved service and faster response times increased customer retention rates by 16%.

Expanding the Partnership

Impressed by Hugo’s performance, the client extended their partnership to include additional back-office operations, such as ticket verification, event tracking and assessment, and inventory management—areas they had previously handled in-house. This expansion reflects the client’s growing confidence in Hugo’s capabilities.