Industry News

Tiqets reveals secrets behind B2B2C focus

Dutch last-minute ticketing platform Tiqets has lifted the lid on the sticky start that preceded its 10,000-per-cent growth over the last three years.

Tiqets, which was founded in 2014, claims to be the fastest-growing tech company in the Netherlands and one of the fastest in Europe.

The start-up provides last-minute tickets for museums, tours and activities through its online platform and mobile application, which is available in seven languages. It then presents customers with a scannable barcode for their reservations.

Luuc Elzinga, Tiqets chief executive and co-founder, told the Next Web’s Davide Banis, that after he and his partner started looking for investments, “two guys came with the idea of a B2B2C ticketing platform. It was sort of an aggregator for all tickets in the world.”

Tiqets moved away from providing online travel agencies, airlines and other companies with tours and activities, essentially acting as a middleman in the early days, to working directly with providers themselves.

Elzinga said: “I didn’t know that if you want to create a successful tech company, what matters the most is the product. Great presentations are just ancillary. A couple of months after we launched Tiqets, we had premium clients onboard but we had major issues with our product.”

He noted that the firm’s customer experience was poor, with its Net Promoter Score rapidly dropping, which is reportedly a “lifetime” in businesses such as Tiqets.

Elzinga said to fix the issue Tiqets needed to contract and connect directly to the venues to make sure the entrance process was seamless for fans.

“We switched to B2C. We needed to get direct feedback from the end-customers. Only when you build a product that is beloved by consumers you can move into B2B2C,” he said.

Tiqets are confirmed in attendance at TheTicketingBusiness Forum in Manchester on 17-18 April.

Image: Tiqets