Discover how automating ticket and membership sales has allowed the Moods to focus on the visitor experience and increase customer satisfaction while saving a 5-digit sum.
Moods is a Jazz club located in Zurich, Switzerland. For 30 years, it has been organising jazz, soul, blues, global sounds, rock and pop concerts. Over the years, it has developed into one of Zurich’s largest and most important cultural venues and became one of Europe’s prominent jazz clubs. The venue welcomes more than 75k visitors, 600 members and produces more than 350 concerts per year, both with big international names and local artists.
The customer experience at Moods
Jazz being a very niche product, the experience guests receive before, during and after their visit is essential. With over 600 members and many returning guests, it was also important for Moods to manage their clients themselves and to get to know them better.
“In the past 2 years, we have had many wonderful encounters by phone, e-mail and even on site. Especially with sometimes very last-minute changes to the admission rules or regulations, we were able to inform our guests at any time, change their ticket, and find a solution. This always motivated us to continue, because there was a lot of gratitude back.” Dani Niedermann, Executive Director of Moods
With the uncertainty of the pandemic, flexibility and proactivity were key. Moods needed more flexibility than what legacy ticketing systems offered in terms of booking management and they needed to be able to communicate directly with their customers. So when they were looking for a change in their ticketing system they asked themselves the following strategic question:
“Do we want to outsource our customer service or take care of it internally?” Dani Niedermann, Executive Director of Moods
It was clear they wanted to internalise it and that was only achievable by moving from their old legacy ticketing systems to a modern one providing marketing and communication capabilities on top of flexible booking management.
“The transition to Smeetz was smooth and easy”
The main concern was “how much money will the internalisation of the customer service cost?” The answer is nothing as they were able to absorb this additional effort through the automation of the sales process. Indeed, the prerequisite for the strategic decision to move over to Smeetz was that they would not need any additional resources.
“We achieved this by automating the sales process. Our CMS provides smeetz with the data, including pictures, and smeetz returns the data to the booking widget on our website. With over 350 concerts a year, that adds up.” Dani Niedermann, Executive Director of the Moods
Their biggest challenge was certainly to convince their visitors and members to book their tickets and memberships online and to adapt the internal processes. By insourcing the customer service, the education of members towards the digital transformation has been quick and smooth. The bottom line is that they were able to make savings in the 5-digit range while taking over the support internally.
What’s next at Moods
The partnership between the venue and the ticketing provider is essential to ensure success and further developments.
“Smeetz will play an important role in our future, because we generate a large part of our income through ticket sales. What’s important for us are the personal contacts and fast response times, the opportunity to help shape the product and contribute to ideas.” Dani Niedermann, Executive Director of Moods
Want to know more about the Moods success story?
Contact us at firstname.lastname@example.org to find out how we help leisure and cultural attractions take their business to the next level by optimising their sales with a unified commerce solution.