I am a frequent attender at the Arts Picturehouse in Cambridge.  It has an audience that seems to book the majority of seats in advance online – the Box Office is rarely staffed and the few people on the door buy tickets from the bar or merchandise counters.  That audience takes advantage of reserved numbered seats and the ability to take drinks into the auditoria in glasses (not plastic).  There is also a very successful membership scheme which eliminates booking fees, gives some free seats and discounts on tickets, and there are wine and snack packages.

Until 2014 the Arts Picturehouses chain was independent, but was then taken over by CineWorld.  At first we saw little change in Cambridge, except that operation became somewhat more chaotic and staff less informed – especially if asked about the many live relay streamings.  Not knowing the actual performance time or interval details is unhelpful to audiences attending a screening due to take nearly 5 hours.

the online booking service seriously deteriorated

However, in February 2015, the online booking service seriously deteriorated.  With failing bookings online, beleaguered staff when phoned said it was due to the introduction of a new website, and later that it was a change in the ticketing system.  Arts Picturehouses were apparently migrating from their Newman system which had fully met their needs, to Vista, used by Cineworld, which plainly didn’t.

Now, changing systems and the likelihood of some short term disruption is possible, and this runs the risk of upsetting some customers, but surely five months is too long a time to not get it right?  Especially for members.  For a period, advance booked screenings of streamings could not be accessed, and tickets weren’t accessible for many events.  The basics can be frustrating.  Are the seating plans accurate in layout and in showing availability – apparently booked seats remain empty through a screening.  And increasingly they offer only “General Admission” screenings, removing one of their core USPs.  Membership numbers are repeatedly not recognised , denying access to discounts.  QR codes to validate tickets have mostly disappeared.  Often the purchaser will see an error message that their transaction was successful but they can’t send the tickets through.  We now have to phone very often to complete/check our transaction.

I hope they didn’t think we were just “bums on seats”

The staff on the phone acknowledge the difficulties – it is as bad for them as for the public – and are endlessly patient in resolving the issues, usually satisfactorily. But the core of the business has been disrupted, and relations with customers badly damaged.  Arts Picturehouse customers are not just consumers of movies, and the chain markets itself as a different and more engaged experience.  So why risk alienating the audience with apparently bad technology?  I hope they didn’t think we were just “bums on seats”.

What do we put customers through when we give them an unsatisfactory purchase experience?  Andrew Thomas and I will be reviewing how you can use Google Analytics to help optimise the purchase experience in the Digital Hub at the AMA Conference in Birmingham, or visit us at Consultants Corner on Tuesday afternoon 21st 2-5pm at the Rep – you don’t have to be attending the conference:  http://theticketinginstitute.com/consultants-corner-pre-ama/

Roger Tomlinson