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Major Cineplex Uses Range Of Technologies To Banish Queues


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Expanding alternatives for movie-goers

Major Cineplex uses range of technologies to banish queues

BANGKOK: -- Movie-going customers of Major Cineplex may be pleasantly surprised later this year when the company's call centre welcomes them by name when they call to reserve tickets.

The entertainment company is in the course of developing its call-centre system with the aim of providing an improved ticket-reservation service.

Chief cinema and bowling officer Anavach Ongvasith said Major Cineplex was also implementing a customer-relationship management (CRM) solution to provide more comfort and convenience for its customers.

The call centre will recognise fixed-line telephone numbers of regular customers and staff will greet them by name and provide a personalised reservation service.

"We want to provide convenience to our customers who don't have time to walk in and reserve tickets. In future they will not have to wait in long queues. Instead, they will have several alternatives: reserving tickets online, by mobile phone, via M-boxes, by telephone, and by walking in. These things will help them to reduce the time it takes to go to the cinema. M-boxes will allow movie-goers to buy tickets within 30 seconds," Anavach said.

He said the call centre currently received about 300,000 calls a month from movie-goers wishing to attend cinemas at its 46 branches around the country. Tickets reserved through the call centre amount to 30 per cent of the company's ticket rate. Major Cineplex expects this rate to increase to about 50 per cent after implementation of the CRM system because it will create customer satisfaction and loyalty, he said.

"We realise that customers have less time to spend, leaving their home or even their office, because more time is needed for transportation. Therefore, we are using technology and inviting our customers to experience this new technology before going to the theatre," Anavach said.

For bookings over the Internet, the group will hold reservations until 30 minutes before the start of a movie. Customers must pay at the ticket counter before that time.

Major Cineplex is also developing back-office systems to allow customers to pay for movie tickets via M-card - the company's pre-paid card - without using other credit cards.

"Movie-goers can now purchase tickets via 20 M-boxes around the country. Already, this is attracting about 30 per cent of total customers and revenue. Online ticket purchases amount to about 5 per cent of total sales, and this is expected to increase to 10 per cent by the end of this year, because the company plans to use new technology to support the modern lifestyle. At present, there are 1 million visitors to Major Cineplex's website per month," Anavach said.

The company is also expanding into mobile services. It plans to create a variety of services to support customers via mobile phones, and is developing a new application that will allow movie-goers to buy tickets at Major Cineplex's lounges via tablet devices.

The company now has 46 branches nationwide. It plans to open another two branches, one in Saraburi province and another at Mahachai, Samut Sakhon province, by the end of this year.

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-- The Nation 2010-03-09

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