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In the past, ticket refunds haven\u2019t been allowed for most types of events, but the world has evolved in the last couple of years. As a result, making the decision of whether or not you\u2019ll allow refunds for your event tickets requires a bit more consideration today.<\/p>\n
Event attendees have evolved along with the changing world around them, and events need to evolve too. With that in mind, there are circumstances when it could make sense to allow ticket refunds.<\/p>\n
Let\u2019s take a look at why you should offer ticket refunds, when it\u2019s most appropriate to do so, and special considerations that can help you decide whether or not you\u2019ll allow refunds on tickets to your future events.<\/p>\n
Why You Should Offer Event Ticket Refunds<\/h2>\n
Many event organizers don\u2019t want to give ticket refunds \u2013 ever \u2013 but such a strict policy could do more harm to your event than good. Following are some key reasons why you may want to offer refunds.<\/p>\n
Improved Customer Satisfaction<\/h3>\n
There are many situations when a customer could request a refund, so a one-size-fits-all policy doesn\u2019t always work. Sometimes these situations occur prior to the event and some happen during the event.<\/p>\n
For example, a ticket buyer could pay extra for VIP seating, but the VIP section is full when they arrive at the event. Alternately, the event may not deliver what was advertised to ticket buyers.<\/p>\n
You should have a policy and process in place to allow refunds under certain circumstances to improve customer satisfaction, which leads to positive word-of-mouth marketing and higher ticket sales for your event the next time you hold it.<\/p>\n
Increased Ticket Sales<\/h3>\n
When people know that refunds are available, you\u2019ll sell more tickets to your event. The reason is simple. People will feel like there is far less risk involved in the purchase, and with a boost in confidence in their purchase decision, they\u2019re much more likely to buy.<\/p>\n
If your event is good, few people will ask for refunds, so there is probably less risk for you to offer refunds than you think. Keep promoting your event to ticket buyers to remind them why they don\u2019t want to miss it, and you won\u2019t get many refund requests. Here\u2019s how to do it<\/a>.<\/p>\n The COVID-19 pandemic changed how people think about events. Event organizers have to adapt and do things differently now. One of the things they have to change is their stance on refunds.<\/p>\n COVID-19 has taught people that they could be forced to change their plans at a moment\u2019s notice. If a ticket buyer is exposed to COVID-19 or shows symptoms, they shouldn\u2019t be punished for it. If you don\u2019t offer a refund to them, they\u2019ll be unhappy and are likely to complain about it to anyone who will listen, particularly across social media channels. You don\u2019t want that type of negative publicity to spread.<\/p>\n On the other hand, the ticket buyer exposed to COVID-19 could choose to attend the event if they can\u2019t get a refund, which means they\u2019ll expose everyone else at your event. You don\u2019t want to be accused of holding a super-spreader event!<\/p>\n For more pandemic-related information, read 5 Things Event Organizers Should Do During the Coronavirus Crisis<\/a>.<\/p>\n It\u2019s critical that you have a process in place to approve refunds and refund a buyer\u2019s money as soon as possible when people request a refund and meet your refund requirements.<\/p>\n Be sure to include information about when refunds are allowed, when they\u2019ll be processed, and when funds will be returned in a refund policy published on your ticket sales page, receipt, and website. This information should also be clearly explained in the frequently asked questions section of your ticket sales page<\/a>.<\/p>\n Don\u2019t forget that different credit card companies have different policies for refunds. Some companies, like American Express, simply take the money, and the seller has to fight to get it back. Others allow the seller to try but don\u2019t issue the refunds.<\/p>\n Furthermore, take some time to understand how credit card companies respond to merchants that have a lot of chargebacks. Too many chargebacks can damage a merchant\u2019s reputation with some credit card companies leading them to close the merchant\u2019s account (so you can\u2019t accept future payments). Do your homework and be certain that you understand the process and rules for each company.<\/p>\n These are just some of the reasons why it\u2019s important to work with an experienced ticketing provider that will help you handle refunds!<\/p>\n Make sure you choose a ticketing software that can process refunds as well as a ticketing provider that will answer ticket buyer calls and can approve refunds based on your specific refund policy.<\/p>\n Following are some essential questions to ask ticketing providers to ensure refunds will be managed efficiently and effectively for your event.<\/p>\n The online ticketing software<\/a> you use to sell and manage tickets to your event should make it easy for you to set up a refund process that adheres to your refund policy. Importantly, the software should automate refunds so you don\u2019t have to handle them manually.<\/p>\n Of course, there will be customer questions and not all refunds can be automated, but automating as much of the process as possible will save you valuable time and make customers happier.<\/p>\n It\u2019s also important to choose a ticketing provider that has a team of ticketing experts on staff who can help you with refunds and take some of the burden of talking to customers and processing refunds off of your plate.<\/p>\n Not all ticketing providers are alike. The truth is you need more than a ticketing sales platform for your event to be successful. You need a ticketing provider who will work with you to maximize ticket sales and customer satisfaction. One of the most important things to look for when choosing a ticketing provider aside from the ticketing software is what kind of help the provider\u2019s team will give you, including help with refunds.<\/p>\n For example, will the ticketing provider answer ticket buyer calls for you? If not, you\u2019ll have to field all customer calls yourself, and you could get a lot of phone calls. Choose a ticketing provider that will reliably answer ticket buyer calls and handle refunds for you, so you can spend your time managing your event.<\/p>\n To help you with your provider search, here are 15 questions to ask to find the best ticketing provider<\/a> for your event.<\/p>\n If an event ticketing platform doesn\u2019t allow you to include all relevant information about refunds on your ticket sales page, there will be problems.<\/p>\n Therefore, it\u2019s crucial that you choose a ticketing provider that makes it easy for you to create a detailed ticket sales page<\/a> where you can include information about refunds in a frequently asked questions section as well as in the terms and conditions section<\/a>.<\/p>\n Be as transparent as possible about your refund policy on your ticket sales page so customers feel confident about their purchases.<\/p>\n Event organizers should consider offering ticket refunds in certain circumstances. Doing so improves customer satisfaction, increases ticket sales, and meets ticket buyer expectations in a world where COVID-19 has made significant changes to how people think about in-person events.<\/p>\n Make sure you work with a ticketing provider, like AttendStar, that can help you with refunds, sell as many tickets as possible, and make your event as successful as it can be. Contact Gary Bradshaw at AttendStar (615-223-1973) or use the\u00a0Contact Us Form<\/a> to get started.<\/p>\n<\/div>\nMeet Attendee Expectations<\/h3>\n
When You Should Offer Event Ticket Refunds<\/h2>\n
Important Refund Considerations<\/h2>\n
Can Your Online Ticketing Software Handle Refunds?<\/h3>\n
Will You Help with Refunds?<\/h3>\n
Will You Allow Me to Include Refund Information on My Ticket Sales Page?<\/h3>\n
Key Takeaways about Event Ticket Refunds<\/h2>\n