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BBC

BBCCommunications strategy – Improving the Advanced Booking System for the BBC Proms

Challenge

Indigo Research were jointly commissioned by the BBC and the Royal Albert Hall to help improve the BBC Proms Advanced Booking system.

The current system had not kept pace with advances in on-line technology and booking systems offered by competitors. The extensive Proms concert programme and complex choices available presented a challenge.

Approach

Feedback from regular and committed attenders and novice/non-Prom attenders.

Methodology comprised focus groups as well as in-depth interviews for detailed case histories of the booking process amongst more experienced bookers.

Recruitment was challenging and included database lists as well as Facebook and on-line methods.

We delivered a range of new proposals for changes to the system evaluated and best ways for the BBC to communicate and implement these changes.

A key element was to ‘cherry-pick’ some respondents to give feedback after booking the Proms the following season. This enabled us to review and give feedback on the impact and success of the changes made to the booking system to-date.

Results

Indigo Research identified the scale of the task in improving the current booking system and changes that would need to be made in the shorter and longer term to achieve the objectives. A planned programme of changes were outlined.