Do I need permission to send text messages to customers?
crowdEngage differs from most text message providers. Our focus is on improving customer experience, not annoying marketing messages. This means that the automated system can only be used to send messages to customers who have already booked tickets, and only in the 24 hours before and after the performance.
Example use-cases include improving the visitor experience by providing directions for navigation, and useful information such as performance running time or venue restrictions.
These kinds of transactional messages don't require prior consent from your customers because they can be classed as part of the service provision. Under GDPR, you may wish to base this processing on the fulfilment of your contractual obligations - the same basis you would use for order confirmation emails. PECR applies to marketing communication, and so doesn't apply to these transactional messages.
Can I send marketing messages through crowdEngage?
Sometimes, you might want to send a message to improve the customer experience with a view to encouraging a purchase - for example a message which includes a targeted offer on pre-show drinks or a programme. crowdEngage can send these messages to people who have already booked to see the show, in the 24 hours before or after the performance.
Under PECR, these are classed as marketing messages, and so can't be sent without an opt-in. crowdEngage integrates with ticketing systems, so you can use the contact preferences your customers have recorded during the ticketing purchase path to determine who receives which message.
To comply with GDPR, we'd recommend using Legitimate Interest as your basis for this data processing.
Can I decide which customers receive each message?
Yes! As well as personalising messages, you can define who will receive each one with our smart templating engine. For segmentation, you can use contact preferences, tags, attributes, membership subscriptions, or anything else that your ticketing system exposes via its API.
Using tags and autotags in your ticketing system, you can create advanced groupings of customers and use those tags in crowdEngage to determine whether messages are sent to customers, or to customise content so that you're able to address each segment of your audience in the most relevant way.
For example, you could decide not to send messages to customers with a particular tag. You could then use different message content or language depending on whether the customer is a first-time visitor or a regular attendee.