Aon’s landmark sponsorship agreement with Manchester United Football Club created a tremendous opportunity — and challenge — for the company. After announcing the partnership, the company’s internal priority was to share the business marketing strategy of the investment throughout the firm without becoming bogged down managing tickets and ticket requests. The Aon sponsorship team, led by Patrick Pierce, Director, Global Marketing & Communications, needed a new system to manage the heavy volume of tickets and sponsorships assets across the company’s thousands of users, spread across more than 120 countries. As the team began considering alternatives to their current system, Pierce knew,
“We needed to onboard a partner who could help implement more of an electronic tracking system.”
The team’s evaluation of a new ticket management system prioritized four key requirements:
Aon needed to automate many of the tasks and communications associated with the management of its partnerships. They envisioned a system that would save time, standardize request and approval processes, and ensure optimal business development decisions were made on ticket usage. Pierce envisioned a faster and smarter system that would replace their current process. This was especially important given the increased business demands from the Manchester United partnership.
“Any ticket request had a lot of internal stakeholders weighing in on the business justification, the size of the group, the client, the Aon host and whether it was for new business development or client retention purposes,”
said Pierce. “A lot of people were involved.”
Automating Aon’s ticket management would streamline communication across different geographies and time zones. It would reduce back-and-forth emails and requests for more information. Requests would not languish in email where, as Pierce said, “we’re a global company, we receive a ton of email and important requests can get lost in the fold.”
In needing to get faster and smarter, Aon prioritized a new system that would automatically prompt for missing or incomplete information.
Without an online solution in place, Aon was susceptible to extensive communications being required to simply make and process a ticket request. One-and-done was not the standard in the old system. As Pierce described, “When you’re getting one-dimensional emails, you’re really dependent on how thorough is the requestor in an email versus having select criteria they have to fill out.”
Moving requests into an online platform would ensure that consistent and standardized inputs were included with every ticket request. Aon envisioned that not only would this lead to better measurement of the value of its sponsorship assets, but it would also assure that priority requests were treated appropriately.
One standard and consistent form for all requesters would drive faster communication and help the company make smarter decisions.
Moving tickets online in a new system meant all users and administrators would go to one place to submitand manage requests. The goal, according to Pierce, was to have “one centralized system for everybody to go to, whether you’re in Chicago or Brazil or New Zealand, whether you’re a personal assistant or an executive, across any of our business units. It all funnels through the same filter.”
A new online system, accessible from a desktop or mobile device, would enable users to easily submit a request. If required, approving managers or executives could each access the same information or only the information they needed to see. The key with a new system was to have instant accessibility to the information attached to a ticket request. Aon managers and executives envisioned using the information in conjunction with intelligence from their internal CRM system.
The Aon team placed a high priority on data capture and reporting capabilities of a new ticket management system. As Pierce said, “We are laser focused on measuring the impact our partnerships have on business development. To track that, we need to be able to easily capture, collate and analyze data.”
Ease of Use
Use of the new system had to be intuitively easy. This was another priority for Aon. In rolling out a new system globally, across different native languages and cultures, the company valued simplicity and efficiency for both individual users and administrators. A request had to be easy to perform. Reporting tools had to be easy to use. The company did not want a system that required a commitment of support resources.
“We ask a lot of a requestor. The roll out was going across our 65,000 colleagues and we wanted to make it very easy for them. We needed the system to be highly intuitive.”
Aon rolled out Spotlight Ticket Management and the new system’s launch was successful. For a company managing a large volume of tickets, Aon saw many of its ticket management processes simplified and improved. Decisions on ticket allocations were easier to make and prioritizing ticket requests meant the right clients were getting the right tickets.
Pierce summarized the launch in saying “I loved it. My team loved it. It was overdue.”