If this year has proven anything, it’s that we really never know what’s just around the corner. That’s why it’s so important to prepare for the unexpected!
Flat tyres, illness, a nasty fall, a snowstorm… there are a myriad of factors that could prevent you from continuing your day as planned.
As an organisation, it’s understandably frustrating. You want to support and empathise with the people who visit you, but as a business it’s often not viable to offer full refunds if someone can’t use their ticket or make their booking.
Don’t force your customers to gamble
When your customers buy a ticket from you, they don’t know for definite if they’ll be able to use your service. It’s like buying a pair of jeans without trying them on, and not being able to return them. Some people just won’t take the risk.
That’s why our partners work with us. Refund protection is a great safety blanket for customers. It gives people the confidence to book in advance. They either get the experience they paid for, or they get their money back.
Life sometimes gets in the way, so prepare for the unexpected
Now let’s move on to sickness absences. In the UK and USA, employees take almost 7 days off sick each year. That rises to 8.8 days in Australia and a whopping 17 days in France! If you’re too ill to go to work, then you’ll be too ill to enjoy a trip out in your spare time too.
Then there are additional factors that could impact your booking. You could be one of the 33,000 people called for jury service in the UK (or one of 32 million in America). Or perhaps you’re one of 5% of Brits, 10.1% of US residents or 15% of Australians who move home every year – possibly due to employer demands to relocate.
We could delve into how many households are burgled, or who experience a disaster such as fire or flooding too. For example, each year there are around 356,000 burglaries in England and Wales, over 1,400,000 in the USA and 225,900 in Australia.
The salient point here is that we really don’t know what might happen to prevent us from enjoying our plans – hence, it’s more important than ever to prepare for the unexpected ‘what ifs’ that could come up.
Event calendars are looking full
Research suggests UK citizens attend 3,239 social events in our lifetime (this rises to 8,640 for Americans). Brits attend nearly 3 sports fixtures each year. 70% of US adults attended a live arts or sporting event within a year. Over 35% of Australians visit zoos and gardens each year, plus other cultural venues and events.
That’s millions of us heading to theatres, museums, conferences, galleries, restaurants, festivals and other events every year. And we can add domestic holidays on top of that, too.
The chances of you falling ill or having car trouble on the day you’ve booked to go to an event isn’t likely. But, as the stats above show, it’s not exactly unlikely either.
It’s no wonder customers don’t want to take a risk
Non-refundable trips and events add anxiety and stress to an experience. That’s something no organisation should want their customers to feel.
Now more than ever, organisations and establishments need to build up their finances. Selling advanced tickets is a great way to do this.
Encourage customers to look forward. Give them an event to be excited about. Offer them the opportunity to fill their social calendars once again.
You won’t be able to do that as effectively if customers view the event as a financial risk. It’s true that, if the whole event is cancelled, they’re more than likely to get a refund. But the COVID-19 pandemic has taught us all that some incidents just can’t be predicted.
Provide customer support, whatever your sector
Whether you’re a theatre, sports stadium, zoo, theme park or restaurant, if you provide non-refundable tickets to your customers then you should consider offering refund protection. It will give your customers the confidence they need to get that date in the diary!