How to identify your top customers

This report identifies customers who purchase events most frequently and those who purchase the most amount of tickets.

Why should you find out who your top customers are?

Identifying your top customers allows you to cultivate stronger relationships by creating personalised offers, promotions, and recommendations that are more likely to resonate with them, increasing the likelihood of repeat purchases. Retaining existing customers is often more cost-effective than acquiring new ones and they are often more receptive to additional products and offers.

How to create a report to identify your top customers

First lets set up the basic report.

Head to Reports > Your Reports. 

Then click Add new and select Report

1. Enter your Report Title (for example 'Top customers 2023').

2. Select a folder.

3. Under Report Type select Line Item Facts. This will include all information relative to ticket information or ticket sales. 

4. Add a description if necessary.

5. Click Save.

 

Reporting by customer event date or customer purchase date

We can create a report based on a customer's event date or purchase date. For example you might want to view the most frequent visitors to events in the month of June or your top buyers in the month of December.

Customer event date

First lets add in the filter and date range:

1. Click Add New to find the filter.

2. Search for the filter called event day.

3. On the first drop down select is after or on and chose the start date , e.g. 01 Jan 2023.

4. Click Save.

Now lets add in a filter for our end date. If you do not add in an end date the report will run up until todays date.

1. Click Add New to find the filter.

2. Search for the filter called event day.

3. On the first drop down select is before or on and chose the end date , e.g. 31 May 2023.

4. Click Save.

event

We can see above the two event date filters have been added. We can delete a filter by clicking on the 3 dots to the right of a filter and selecting Delete filter.

Customer purchase date

Let's say we want to see who our top customers have been from January to May this year.

First lets add in the filter and date range:

1. Click Add New to find the filter.

2. Search for the filter called purchased on.

3. On the first drop down select is after or on and chose the start date , e.g. 01 Jan 2023.

4. Click Save.

purchase.jpg

Now lets add in a filter for our end date. If you do not add in an end date the report will run up until todays date.

1. Click Add New to find the filter.

2. Search for the filter called purchased on.

3. On the first drop down select is before or on and chose the end date , e.g. 31 May 2023.

4. Click Save.

Excluding certain tickets e.g. comps

You can also exclude tickets from your report by adding a filter, if for example you do not want to include comp tickets.

1. Click Add new to find the filter.

2. Search for the filter Ticket price type.

3. Select the plus on Exc. on the tickets you want to leave out of this report e.g. any tickets of type 'Comp'.

4. Click Save.

type.jpg

Viewing the data

To explore and analyse the customer list, determine what information you need. Do you want to know who has visited your venue the most or how many tickets they have purchased overall? We can also see customers with the highest revenue.

Visit count - our top customers 

The Visit count Reporting View shows how often your customer is attending, this can help see your most frequent/least frequent visitors. By identifying your top customers, you can reward them with priority booking, promotions, access to preview shows or incentivise them to spread positive word-of-mouth and refer their network to your events or products. 

To view Visit count:

1. Select the Visit count option from the list of Reporting Views on the left hand side. 

Under the first tab by Events number we see the total number of visits with Occurrences showing the number of customers with that visit count.

However, this doesn't help us to identify individual customers, so...

2. To identify our most frequent visitors, we want to select the second tab titled by Customer. This shows us the customer information so we can easily see who our most frequent customers are. 

3. We can now click on the Visits heading to sort by customers with the highest (or lowest) number of visits (unique events that they have purchased tickets for).

Identify

You'll likely see 'Unknown Customer' listed here as a customer with the highest visits - this is any orders that have been processed without a customer record assigned. 

Using the Revenue heading we can also see which customers spent the highest overall revenue. This can be useful when wanting to identify your top financial contributors (even if they have not attended the highest number of unique events).

You can then download a CSV of this customer list to your computer.

 Ticketsolve Tip

From this report we can take our top customers and manually tag them with something specific like Top Customers 2023. If you would like to tag a large amount of customers, for example 10% of your database, please contact Ticketsolve support where we can do this for you. Then you can run further detailed reports with the tag.

Tickets count - our top purchasers 

The Tickets count Reporting View allows us to see which customers have purchased the most tickets. This could include regular customers as well as group bookings or organisations. You might want to target these high-volume ticket buyers differently than other customer segments. Also, understanding their buying patterns could also help you determine changes in what you consider sizes and offers for a group booking or family ticket.

To view Tickets count:

1. Select the Tickets count option from the list of Reporting Views on the left hand side. 

Under the first tab by Number of tickets we see the total number of tickets. Occurrences (on the right) shows the number of customers with that ticket count. 

However, this doesn't help us to identify individual customers, so...

2. To identify our customers with the highest number of tickets, we want to select the second tab titled by Customer. This shows us the customer information so we can easily see which customers have the highest number of tickets. 

3. We can now click on the Tickets heading to sort by customers with the highest (or lowest) number of tickets. Remember, if you've not excluded comp / free tickets from your report when building it, they will be included in this ticket count.

Identify

You can then download a CSV of this customer list to your computer and tag customer records if you wish.

 Ticketsolve Tip

The Configure report (cog icon) brings you back to edit the filters, for example, to reset your date parameters. You can add in multiple filters to narrow down your search or to include several criteria.

Ticket count by order and event

When looking at the tickets count, a customer could have bought many tickets but only for one or two events. To explore this data we can use the by Order by Event tab.

1. In the Tickets count option under Reporting Views go across to the by Order by Event tab. 

2. We can then click on the relevant headers to sort either by Tickets or by Revenue

3. This will show us the ticket count and revenue per order, per customer, per event. 

In this example we can see that the Chicago event had the highest revenue intake from one customer.

Identify

Want to know more?

How to use your reports

How to run a postcode analysis report

How to find and retain first time bookers

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