Supporters and transactional systems

Once identified, your supporters should be brought, as smoothly as possible, to a transactional system – ticketing, access, merchandise, hospitality and so on. The tighter the integration between your identifying and your transactional systems, the better for your supporters and your staff.

• In Person. Smart cards can both identify supporters and interact with transactional systems: granting access to events or locations, storing membership or season ticket holder entitlement, or redeeming loyalty points.
• On the phone. Operator click through from CRM application to transactional system both saves time and helps safeguard against human error.
• Online. Single-Sign-On, where series of transactional partner websites are all linked in by a common method of identifying the same user, makes your supporters’ online experience more enjoyable through avoiding the superabundance of login screens.

By the time they have left the building, moved on from your website or ended the call to your centre, your supporters will have confirmed or changed their contact details, and probably bought (or redeemed or cancelled or renewed) one or more products directly related to you. The relationship between you and your supporter base is constantly evolving little-by-little. This in turn is reflected in the sum total of all your supporter data, constantly being improved within and throughout your transactional systems.