Computicket not moving with the times

2012-08-30 14:10
Computicket Red Hot Chili Peppers
Just wanted to share some random thoughts. I work as a Digital Strategist and Social Media is one of my areas of expertise.

Social media will bite you in the ass if you aren't careful.

Brands are quick to jump into the social media world without properly thinking about what their purpose is in this space, you are dealing with real people who have real experiences, in a place where they can make it known to the world very quickly.

The fundamental issue for me surrounding the Computicket RHCP ticket crisis is simple – Do not dabble in social media until you are able to deliver on your basic product offering as a business, making tickets available for fans, with a system that doesn’t crash.

What Computicket can learn from this, is that fans in social media will very quickly tell you what is wrong with your business. More and more brands need to take heed of what their real consumers are saying, and take action by making this an intrinsic part of what they do as a business from the ground up.

Social Media Fail

Computicket could see that fans were angry, yet posted the following status on their FB wall:

"Did you camp for RHCP? We haven't seen a show this popular in a while, show us what it was like outside your Computicket outlet, post your pics to the wall."

Fans should post pictures of themselves waiting in line? So basically, they should post pictures of themselves further outlining the inefficiency of Computicket to handle ticket volumes? Social Media Fail.

The negative comments were ignored until Computicket gave a statement passing the buck to Big Concerts for the bad organisation. Cue – more negative comments.

Consumers don't care who, what, where, how the problem came in, they are there to buy tickets to a concert which they have been waiting many years for. Bottom line.

Web technology and servers handling large volumes of sales and bookings are common place in today’s digital age, and it seems as though Computicket just aren't moving with the times.

Many of the comments have also eluded to the fact that Computicket monopolises ticket sales, and therefore are able to get away with their bad service – The same issues arise with every big concert we have in South Africa, and something has to give.

Let this be a lesson in business practice from the very roots, and hopefully you now truly understand what your consumers want.

Rant over.

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