ASM Global, a leading venue operator and live entertainment producer, will utilise the Qualtrics Experience Management (XM) Platform in developing a customised tracking tool aimed at reinventing fan interactions in ASM venues.
Spanning five continents across the world, ASM Global has a diversified portfolio of over 325 performing arts theaters, convention and exhibition centers, entertainment arenas, and stadiums. On top of producing entertainment experiences, it also offers locally tailored solutions to assist venue owners in attaining maximum business outcomes. From its Asia-Pacific headquarters in Australia, ASM Global operates a network of venues in Sydney, Newcastle, Brisbane, Cairns, and Darwin.
With the COVID-19 pandemic disrupting in-person events, vendors like ASM Global were forced to adapt and innovate in order to build new digital experiences. To reinforce its vision of creating the best places where communities come together, the LA-based group is doubling down on its strategic investments and collaborations in the tech space. Recently, ASM Global struck a partnership deal with Qualtrics to help deliver more personalised experiences and respond to customers’ ever-changing needs in a post-pandemic setting.
The industry-leading live sports and entertainment company now adds to the list of organisations empowered by Qualtrics solutions. Last October, English Premier League football club Manchester City also selected the SAP-owned company as its experience management software partner to enhance its match day offering for fans, both in-stadium and across its digital platforms.
Commenting on the latest customer win, Scott Ahlstrom, Head of Sports Industry at Qualtrics, stated:
“Expectations have shifted in some exciting ways when it comes to live events, and ASM is seizing its opportunity to create an elevated experience inside and outside its world-class venues that will keep fans coming back for years to come. Staying tuned in to fans using Qualtrics will allow ASM Global to stay one step ahead and build a fan experience that meets and exceeds new expectations.”
Transforming the Fan Experience with Qualtrics Experience Management Platform
Intending to further improve its services to clients and venues, this year also saw ASM Global forging an alliance with Honeywell, a building management solutions company. Their partnership aims to offer more engaging audience experiences and manage sustainable operations across the group’s international portfolio.
Moreover, the collaboration with Qualtrics is the latest in a series of developments in the company’s corporate strategy and strong investment in the latest cutting-edge technologies. On teaming up with Qualtrics to reimagine how fans experience live events in a post-COVID world, Ron Bension, President and CEO at ASM Global, shared:
“ASM and Qualtrics is the perfect partnership and formula to define the most holistic guest-feedback loop for us to listen, learn, and optimise performance and revenues in ways never before imagined. Combined with our growing content investment, we continue to elevate our industry-leading standards for what we bring to our clients and venues.”
“ASM possesses a global scale and business intelligence with unmatched operational excellence and execution on the venue level. As the world’s largest live-market event platform, this represents an amazing moment for us to deliver unparalleled brand and engagement one on one to fans in a live opportunity,” he added.
As part of the deal, Qualtrics and ASM Global will work together to establish a proprietary customer journey system that gathers valuable sentiments and feedback from fans. Leveraging the Qualtrics XM Platform, the company will be able to better understand not just the fans’ experience journey, but also the end-to-end perspective of those who book ASM Global’s facilities for events — from planning and set-up to security and IT.
“Now, as fans are flocking back to in-person events, organisations need to adapt to changing expectations, needs and preferences in order to stay competitive in a crowded market. This new customer tracking tool will enable our venue clients to do that,” Bension concluded.
