The AMC Mobile Application launched in March 2012 and was built to provide a mobile experience catering to AMC’s loyal customers. Soon after launch, AMC’s app was the leading mobile app in the movie exhibitor industry, but they quickly recognized they had a chance to enhance the mobile experience. Through collaboration with AMC, VMBC was able to create a 360° digital view of the AMC customer with the development and release of the digital ticketing application.
The AMC Customer Experience Lifecycle consists of 3 identifiable sub-cycles:
At launch, AMC was able to deliver two of the three sub-cycles (discovery and post movie experiences) through their Mobile App; but the app was not designed to add value to the middle sub-cycle; the in-theatre experience. The most important element of that sub-cycle is also the one that is the greatest measure of value, the purchase of a ticket.
The app (and all other digital properties), delivered an experience that re-directed customers who wanted to purchase a ticket to a 3rd party site that no longer exhibited AMC Theatres branding and charged the customer a service fee to complete the purchase. From the point the customer left the mobile app, AMC no longer controlled the customer experience and the brand was no longer at the forefront of their customer’s mind. AMC sought to provide an in-app digital ticketing capability that allowed the customer to complete the journey following the AMC brand throughout the Customer Experience Lifecycle, and gave AMC a 360° digital view of the AMC customer.
In early 2013, VMBC’s creative and usability teams began to design a digital ticketing agent that considered the customer experience through UX and UI design principles. At the same time, VMBC’s development team worked to provide the back-end functionality of the digital ticketing agent. During development, the customer experience was considered from all angles, and eventually led to a superior digital ticketing experience, much richer than any other in the movie exhibitor industry. After launch, AMC had a 360° digital view of their customers, and complete control over their brand in their customer’s experience.
In February 2014, the AMC mobile digital ticketing agent was released in a pilot stage with general admission capabilities. In May 2014, the full release of the ticketing agent was released that included seat selection capabilities. The seat selection feature was superior to others due to its intuitive design of the map that considered customer experience. Additional features that elevated AMC customer experience included: full integration with loyalty accounts, ability to purchase with gift cards, ability to save payment information, the mobile wallet, and speed of purchase.