Ticketing health check

This score indicates that your current ticket sales foundation is too limited to fully support a modern operation. A ticketing system should offer enough flexibility in pricing, packages, and add-ons, and provide a clear, intuitive purchase flow that works for both your organization and your audience. A consistently on-brand and seamless ticket shop experience is also essential. For organizations that experience peak sales moments, reliability during periods of high demand is critical. This low score suggests that several of the core requirements of selling tickets are currently not yet in place.

This score shows that a basic foundation is in place, but that several key components remain limited or underutilized. Elements such as pricing strategies, add-on sales, a consistent ticket shop experience, and an efficient purchase flow can have a significant impact on both revenue and audience comfort. When one or more of these areas are underdeveloped, opportunities may be missed and the customer experience can suffer. For organizations that face peak sales moments, ensuring reliability under high traffic remains an important consideration. This score highlights clear opportunities to strengthen and future-proof your ticketing.

This mid-range score indicates that your ticketing generally works as intended, but still has room to deliver more value. Flexible pricing, relevant add-ons, and a consistent brand experience can help improve both conversion and audience experience. For organizations that deal with peak sales moments, stability under heavy load remains an area to watch. This score suggests that the fundamentals are in place, but that further optimization could have a noticeable impact on efficiency and revenue.

This relatively high score shows that your ticket sales are well supported across multiple areas. The system typically offers sufficient options for pricing structures, add-ons, and a recognizable, smooth buying experience. For organizations handling large audience volumes, stable performance during peak moments can be a strong asset. This level confirms that the foundation is solid, with room for further optimization where it adds value.

This high score points to an exceptionally strong foundation for ticket sales. Flexible pricing strategies, relevant add-ons, a seamless shopping experience, and robust technical performance work together to drive both revenue and audience satisfaction. For organizations that experience peak sales moments, the ability to handle high traffic volumes without disruption is a major advantage. This score indicates that your ticket sales setup is well positioned to support continued growth.

At this score, it’s clear that the current level of visitor support is not yet sufficient to deliver a truly smooth experience. Good service starts with easy entry, a clear and reliable digital ticketing experience, and the reassurance that help is always available when needed. Self-service options can also make a meaningful difference, allowing visitors to resolve minor issues on their own without involving the support team. For organizations that regularly host very popular artists or productions, protection against misuse is an additional critical factor. This low score suggests that several of the visitor service essentials are currently missing.

This score indicates that you offer basic visitor service but that the experience still falls short in several key areas. Smooth access, a clear mobile ticket experience, and fast, responsive support all play an important role in building comfort and trust. Self-service can further reduce friction for both visitors and the support team. When your programming occasionally attracts large audiences, some form of protection against misuse also becomes relevant. The current level shows there is still significant room to support visitors in a faster, more consistent, and more seamless way.

At this level, the foundations of visitor service are clearly in place, though there are still multiple opportunities to refine the experience. A complete visitor journey includes more than just entry it also covers how easily tickets can be retrieved, how clearly changes are communicated, and how intuitive the mobile experience feels. Self-service can be a powerful lever to reduce wait times and operational workload. For organizations where fraud or resale pose a risk, protective measures remain important. This score shows that the fundamentals of visitor service work, but that further improvements could meaningfully enhance the overall experience.

At this level, visitor service is well-developed and supports most audience flows efficiently. Smooth entry, digital tickets, multi-channel assistance, and a clear mobile experience all contribute to this. Self-service also gives visitors more autonomy while freeing up capacity within the support team. For organizations where fraud or resale are concerns, solid protection against misuse can be a valuable additional strength. This score indicates a strong operation, with a few remaining opportunities to further fine-tune the service.

At this level, your organization delivers an exceptionally smooth and reliable visitor experience. From quickly retrieving tickets to an intuitive mobile flow and seamless on-site access, every touchpoint supports a stress-free journey. Self-service options, clear communication around changes, and a strong technical foundation reinforce this experience even further. When highly popular, high-demand events are part of your operation, protection against misuse is an added asset. This score reflects a visitor experience that is both highly professional and genuinely user-friendly.

When there is little to no insight into your audience, making informed decisions around sales, marketing, or programming becomes extremely difficult. Without a solid CRM or a clear, centralized database, information remains fragmented, incomplete, or hard to access, slowing down analysis or making it impossible altogether. Understanding which audiences you attract and which ones you fail to reach also becomes nearly impossible, leaving growth opportunities unseen. At this stage, a reliable data foundation to guide and evaluate decisions is missing. This score indicates that a much stronger base is needed to truly work in a data-driven way.

At this level, some audience or sales data is available, but the organization is not yet able to use it broadly or deeply enough to support strategic decisions. Insights from the CRM or ticketing data are often limited, hard to interpret, or only suitable for basic reporting. As a result, it remains difficult to clearly identify which audiences are being reached effectively and which are not. Marketing teams, in particular, can extract only limited learning from visitor behavior or interests. There is a clear opportunity to make data more accessible, more complete, and more actionable.

There is a solid foundation for understanding your audience, but the available data does not yet consistently support decision-making. Reports, sales figures, and CRM data provide a useful overview, but deeper analysis still requires manual effort. As a result, marketing and programming teams cannot always act with the speed or confidence needed to inform future choices. The data holds clear value, yet remains underutilized. This is a strong starting point, with meaningful potential to further strengthen audience insight.

At this level, audience data already delivers meaningful value and is actively used to support decision-making. The available information provides a reliable picture of who your audience is, how it is evolving, and which patterns are emerging. There are still opportunities to deepen this insight—for example by identifying trends more quickly, making more consistent use of historical data, or refining analyses further. With these improvements, audience data can play an even stronger role in shaping direction and priorities. The foundation is solid and mature, with clear potential for further development.

Audience insights are deeply embedded in the organization’s day-to-day operations. The CRM provides a rich, reliable, and well-structured view of visitors, enabling fast, accurate, and widely applicable analysis. Marketing, sales, and programming teams can all make well-informed decisions that respond to new opportunities, shifting patterns, and untapped audiences. The organization is able to identify trends, interpret audience behavior, and anticipate change in a timely way. Data-driven decision-making is practiced in a consistent and mature manner.

An organization that cannot clearly distinguish between audience segments or reach them in a targeted way has very limited ability to activate its audience effectively. Without segmentation, relevant data, or well-integrated marketing tools, communication remains broad and generic, with little connection to visitor interests or behavior. As a result, opportunities to reach the right audience with the right message at the right moment are missed. Integrations with marketing tools are especially important at this stage, as they reduce manual effort and help marketing teams act faster and more precisely. This score makes it clear that essential building blocks for impactful audience activation are currently missing.

At this level, there is some ability to reach different audience groups, but the organization cannot yet work with sufficient precision or efficiency. Segmentation is often limited or time-consuming, which prevents campaigns from being as targeted as they could be. Marketing teams also frequently rely on manual data exports and uploads, reducing flexibility and increasing the risk of errors. Stronger integrations with marketing tools or a more streamlined workflow could make a meaningful difference here. This score shows that targeted audience activation is within reach, but not yet consistently achieved.

The organization has a basic ability to engage audience segments in a targeted way. Segmentation is possible, but often limited to a small set of standard criteria or requires additional effort to become more granular. Marketing teams can respond to differences across audiences, but not always with the speed or accuracy needed for truly effective campaigns. Integrations with marketing tools play an important role in this area, as they can simplify workflows and better support activation efforts. This score indicates that the foundations are in place, but that further automation and refinement could significantly increase impact.

The organization can distinguish between different audience segments and engage them in a thoughtful, targeted manner. Segmentation is easier and more accurate, leading to more relevant and effective campaigns. At this stage, efficient workflows are essential, and integrations with marketing tools help teams move faster while reducing manual work. Data-driven insights are increasingly used to tailor communication to visitor preferences and behavior. With a strong foundation in place, there are still opportunities to expand automation and make use of additional data points where they add value.

The organization activates its audience in a highly refined, data-driven way. Audience segments can be built with precision based on interests, history, and behavior, making communication extremely relevant. Integrated workflows and smart connections with marketing tools are a major asset, supporting speed, consistency, and efficiency. As a result, campaigns can be launched quickly and contribute directly to strong audience relationships and high conversion. Data-driven audience activation plays a central and strategic role across the organization.

The people responsible for managing ticketing within your organization currently lack the tools and flexibility needed to work efficiently and independently. When a system is difficult to use or key functionality is missing, setting up sales, making changes, or properly supporting visitors becomes time-consuming. Financial tracking and partner collaboration also become cumbersome and more error-prone. Poor usability or an unclear system structure can leave staff heavily dependent on external support, limiting agility. At this level, your organization would benefit from a stronger foundation to manage ticketing more efficiently and autonomously.

At this level, the team responsible for ticketing can complete most of their tasks, but frequently runs into limitations or workarounds. Setting up sales, applying changes, or generating accurate reports can take more time than desired, reducing overall flexibility. Supporting visitors is possible, but not always smoothly or without extra steps. Collaboration also suffers when the system lacks clarity or intuitive workflows. The team would gain significantly from an environment that better supports day-to-day workflows and simplifies routine tasks.

At this stage, the ticketing team can generally work effectively within the system, though there is still room to improve efficiency. Setting up sales, making adjustments, or assisting visitors usually works as intended, but some actions require more time or effort than ideal. Financial tracking and reporting are in place, but often involve additional steps to keep information clear and organized. Collaboration with partners or internal teams functions, but could be more streamlined. There is clear potential to simplify processes and make frequent tasks easier to execute.

At this level, the ticketing team works confidently and efficiently within the system. They can set up sales quickly, support visitors effectively, and handle most processes without external assistance. Financial tracking and collaboration are well organized, allowing the team to adapt quickly to changes or new needs. With a strong foundation in place, there are still opportunities to further automate certain tasks or simplify more complex workflows. Continued refinement allows the team’s expertise to have even greater impact.

At this level, the ticketing team is fully equipped to use the system in a highly independent and efficient way. Sales setup, visitor support, financial tracking, and collaboration all run smoothly, without unnecessary steps or friction. The system supports both everyday operations and more complex workflows, enabling the team to move quickly. This provides a strong platform for growth, greater operational maturity, and ongoing innovation in your ticketing operations.

Your ticketing partner currently provides too little support to keep day-to-day operations running smoothly. When questions are handled slowly or solutions do not align well with your organization’s reality, progress stalls and workflows become harder to manage. Proactive guidance is also largely absent at this level, meaning opportunities to improve or modernize often go unnoticed. Customization—critical for ensuring ticketing truly fits the needs of a cultural organization—plays only a minimal role. At this stage, your organization would clearly benefit from a partnership that places greater emphasis on guidance, advice, and relevant customization.

Your ticketing partner provides some level of support, but it is not always timely or sufficiently familiar with your context to fully relieve operational pressure. Proactive thinking does occur, but remains limited, which means opportunities to improve efficiency or audience engagement are not always identified. Customization is an important lever at this stage: the better the system can be aligned with your specific processes, the more smoothly teams can operate. Your organization can move forward by shaping the partnership around deeper involvement and customization that truly supports day-to-day work.

Your ticketing partner supports operations in a solid way, though there are moments when support could be more proactive or more future-focused. Advice is provided, but not always at a level that sharpens decision-making or actively encourages innovation. For many cultural organizations, customization makes the difference between working within the limits of a system and working in a way that best fits their own processes. At this level, progress can be made by asking for greater engagement and making more deliberate use of advice and customization tailored to specific needs.

Your ticketing partner provides responsive support and actively thinks along when new questions or challenges arise. Proactive recommendations help streamline processes and unlock new opportunities. Customization is a key strength at this level, making complex workflows easier to manage and allowing the system to better reflect your organization’s unique way of working. The partnership is on solid footing, with room to apply support, advice, and customization even more strategically where they add the most value.

Your ticketing partner supports not only day-to-day operations, but also actively contributes to innovation, optimization, and planning. Proactive advice helps continuously refine workflows and build greater operational maturity. Customization plays a central role, ensuring the ticketing environment evolves in step with your processes, ambitions, and audience strategy. The collaboration is strong and future-focused, creating space to further develop operations and capitalize on new opportunities.