Omnichannel Customer Service Automation
// THE_CHALLENGE
Managing high-volume ticketing queries for a globally renowned motorsport event requires seamless communication, but operational silos were causing friction. Fans experiencing ticket purchasing issues were turning to social media for support. However, because ticket sales were managed entirely by Ticketmaster through their proprietary channels, the F1 social media team and Ticketmaster’s customer service agents were severely misaligned. Information triangulation was entirely manual, relying on an inconsistently updated online spreadsheet. This lack of synchronisation led to delayed response times, disjointed communication, and an inability to track the lifecycle of a customer complaint efficiently
// STRATEGY & EXECUTION
To eradicate manual data entry and bridge the gap between social engagement and customer resolution, I single-handedly architected a fully automated, closed-loop customer care ecosystem.
I integrated the brand’s social platforms into Sprout Social and engineered a direct linkage to Salesforce, successfully mapping the social data against Ticketmaster’s existing buyer database. I designed a bespoke workflow: when a fan raises a ticketing issue on social media, the F1 Community Manager instantly generates a support ticket within Sprout Social. This ticket is automatically routed to the designated Ticketmaster agents operating in Salesforce. Once the Ticketmaster team resolves the issue, the real-time status update reflects immediately in our system, allowing the Community Manager to close the loop with the fan swiftly. This bespoke technical implementation replaced a fragmented spreadsheet with a centralised, fully trackable, and automated operational history