Falls Music Festival

Enhancing the customer experience for one of Australia’s largest festivals by offering geo-specific responses

Establishing a unified self-service support experience for thousands of users across Facebook and Instagram - all whilst freeing up considerable resources to be deployed elsewhere

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Geolocation and high volume
Chatbot, CX Analytics

One of Australia's largest nationally touring music festivals, with 80,000 patrons attending

Falls Festival is known around the world for its eclectic mix of arts and music. The main stages feature local, national and international musicians. To round the experience out, festival-goers can enjoy morning workouts, dance sessions, comedy shows, and even circus trapeze performances.

In May 2022, Falls Festival worked with bot•hello to launch its first Instagram chatbot. Dropping on the day of the line-up announcement, the bot handled queries around the clock, from location-based event info to connecting customers directly with the ticket sales page.

Handling a high conversational volume with location-based queries

Manually tackling high conversational volume can not only be a nightmare, it can also affect productivity and efficiency. Most importantly, it can dramatically affect the quality of customer support provided, causing delays and leaving fans feeling dissatisfied. Falls Festival knew it needed a customer support solution to help it save time and resources while providing the best customer experience to its festival attendees. In addition to handling thousands of users, this solution had to also be able to offer accurate geo-specific responses across three different locations.

Build a unified self-service support experience for thousands of users across different locations

Bot Hello collaborated with Falls Festival to implement chatbots on both Facebook Messenger and Instagram DMs that would allow them to save time and resources by handling thousands of queries around the clock across three different locations. In order to account for the changes in information based on location (i.e. start times, site logistics etc), the Bot first confirms the location of the festival attendee, which then personalises each proceeding response to that specific festival.

The entire experience is highly personalised to the demographic of the festival, with copywriting adjusted based on research of the demographic's vernacular from Instagram and TikTok. At the same time, we were able to deliver attendees instant, round-the-clock support while enhancing the experience through fun, engagement, and demographic-specific copywriting.

Falls staff can take comfort in knowing that between 40 and 60% of enquiries received before, during, and after the festival will be handled by the Bot.

The below metrics were captured exactly 3 months after the launch.

1450 💬
total active users
769 🔗
ticket page clicks-throughs
33% 🤖
of enquiries handled by the bot

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