Andrew Jacobs of accesso On 5 Ways To Create a Wow! Customer Experience

Be true to your own style and hold true to your unique perspectives. Linking back to the importance of diversity in driving innovation, it’s crucial for business leaders to keep their unique styles top of mind throughout their career. Doing so allows the opportunity to generate fresh perspectives and ideas that are essential to innovation. Simultaneously, it’s at least as important to encourage team members to lean on their unique styles and background as well. Empowering your team, regardless of seniority, allows for a level playing field where new ideas can be shared and expanded upon. I’ve found that the true magic in business is generated when all team members are playing a role in driving a business forward, leveraging their unique skills and point of views.

As part of our series about the five things a business should do to create a Wow! customer experience, I had the pleasure of interviewing accesso® Chief Commercial Officer Andrew Jacobs.

Andrew Jacobs joined leading attractions industry solutions provider accesso in 2014 and now serves as chief commercial officer, leading all sales and marketing efforts to drive new and existing client business across the company’s global, 1,000+-venue portfolio. Jacobs, an accomplished business solutions executive, boasts more than 35 years of experience in the retail transaction business in both the attractions and entertainment industries, and holds a Bachelor of Science and Diploma in Engineering from University of Southampton.

Thank you so much for joining us! Our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?

I started out by co-founding a technology company back in the 90’s called Matra Systems. The vision was to build a retail technology company specializing in sophisticated, customizable and holistic point-of-sale solutions, targeting grocery store operators. We had a very clear view of the problem we needed to fix — a lack of configurable POS technology in retail environments — but what we developed didn’t quite match the at-the-time market demands of grocery operators.

However, an opportunity for our technology opened up in theme parks and attractions. I had a chance to meet with one of the biggest theme park operators in the U.S. to discuss what onsite sales looked like for them and for other leaders in this industry. I learned that some of the biggest operators in this space — with portfolios of venues, each with so many different functions like retail, food and beverage, and ticketing — had no unified view of their revenue streams. Each function had a different solution with different teams, processes and data. It was surprising to learn how little was available to this industry compared to more mainstream spaces like grocery.

My team realized there was an immense opportunity to supply an underserved market with a premium product, and that the technology we had created translated seamlessly into the amusement park environment! That first meeting eventually converted into our first client, and our technology took hold across the industry from there.

Eventually, we went on to sell the business and I joined accesso, having met the company’s then-CEO Tom Burnet in my journey selling to leisure and entertainment. It was clear that joining accesso was a natural decision for me. In the founding of Matra Systems, our goal was to provide a solution that could simplify onsite operations, from end-to-end. Tom and accesso were the first to take a truly holistic approach to the guest journey and link the different phases of one’s visit (before, during and after) together in a meaningful way. This continues to be our guiding principle today, and it has stood the test of time.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lessons or ‘take aways’ you learned from that?

Before we broke through to the theme parks and attractions industry, we had our sights set on grocery operators. In that, we had failed the golden rule of “always write what you can sell, instead of selling what you can write.” But when we met with that large theme park operator I mentioned before, I brought fresh eyes and perspective from the retail and grocery industry, and that expertise ended up being helpful in a previously unconsidered context.

For me, this experience reinforces the immense value of bringing in external experience and introducing new perspectives. It also aligns with a statement we hold dear at accesso: “diversity is essential to innovation.” While many of accesso’s team members come from within the leisure and entertainment industry — which helps us further understand the needs of our operational partners as a company — we are committed to hiring and working with people that represent a variety of backgrounds and perspectives. This commitment to diversity allows us to maintain an out-of-the-box approach to innovation while also being more supportive, inclusive and empathic peers to one another.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?

I am beholden to many for their support along my journey, but I do often think back to first meeting Tom Burnet and how grateful I am that he brought me into the fold on accesso’s vision for the guest experience. What he saw then is what we continue to see today: that the real value for attractions operators, suppliers and guests lies in being able to seamlessly link all phases of the guest journey together.

Thank you for that. Let’s now pivot to the main focus of our interview. This might be intuitive, but I think it’s helpful to specifically articulate it. In your words, can you share a few reasons why great customer service and a great customer experience is essential for success in business?

The customer experience is a top priority in any industry, but in leisure & entertainment the guest experience is paramount. We’re in the business of facilitating fun, and guests expect to be able to leave their worries behind when embarking on a trip to their favorite theme park, attraction, ski resort, live entertainment venue or sports arena.

Today’s consumer has become extraordinarily accustomed to ease and convenience in their day-to-day lives. Everything from grocery deliveries to coffee pickups can be expedited, and even our airline boarding passes can be stored on our phones. It’s critical that operators have certain fundamentals in place — such as mobile-first eCommerce, for example — to meet these modern expectations for simple, but enjoyable, experiences.

We have all had times either in a store, or online, when we’ve had a very poor experience as a customer or user. If the importance of a good customer experience is so intuitive, and apparent, where is the disconnect? How is it that so many companies do not make this a priority?

All operators have the best of intentions when it comes to serving their guests, but their tech stacks may be working against them.

Operators are so close to the tools they’re using day-to-day, and that can make it hard to see the friction points those tools can cause for guests. As an operator, when you encounter a data disconnect and can work around it, you might be tempted to accept that disconnect and move ahead, on to other tasks and projects on your list. But that one disconnect could translate into a lot of extra labor for your guest. For example, perhaps your guest now has to input all of their personal information for their ticket purchase, then again for their virtual queuing entitlement, and again for their parking pass.

In today’s digital environment, people are driven by ease, convenience and choice, and they simply won’t stand for any type of hassle or inconvenience that they see as easily avoidable. Research has found that nearly half of consumers may switch brands after a single negative interaction, so make sure you’re working with a solutions partner that can deliver the bandwidth, insight and expertise you need to keep everything running smoothly.

Do you think that more competition helps force companies to improve the customer experience they offer? Are there other external pressures that can force a company to improve the customer experience?

I do believe that competition is a key driver of innovation. Year over year, our industry sees new development in technology designed to drive revenue and enhance the guest experience, and our team at accesso is proud to play a role in pushing the industry forward.

Consumer demand, of course, also keeps businesses on their toes. And when it comes to technology, consumer expectations can evolve at warp-speed. Over the course of the pandemic, for example, we saw consumer demand grow exponentially for solutions that offer convenient self-service opportunities. That demand has continued to grow, with nearly 100% of businesses seeing increased demand for self-service last year.

Can you share with us a story from your experience about a customer who was “Wowed” by the experience you provided?

About five years ago, accesso partnered with Village Roadshow Theme Parks — Australia’s largest theme park operator and the first accesso client to holistically leverage our technology suite. Our ticketing, eCommerce, virtual queuing, distribution and guest experience solutions were originally integrated to power greater revenue performance, service, and customer engagement.

We introduced the fully hosted accesso Passport® eCommerce ticketing suite to help increase advance ticket sales, eliminate wait times for guests upon entry and reduce burden on the front gate. With the accesso ShoWareSM box office ticketing solution, VRTP gave guests a reliable way to select seats for the popular Australian Outback Spectacular dinner in real-time — increasing overall profitability in the process. VRTP also tapped the power of accesso’s guest experience management technology to launch an all-in-one mobile app. The app serves as a virtual assistant for guests, unifying the experience across five of VRTP’s Gold Coast theme parks and streamlining every step of a guest’s journey — from pre-visit planning to ticket purchasing, contactless entry to virtual queuing, and much more.

Speaking of the accesso-powered mobile app, specifically, VRTP COO Bikash Randhawa has stated: “It’s a big point of difference for us versus our competitors. The personalization piece, in terms of the data we collect, is exceptional. The technology allows us to understand the consumers and maximize their value perception at every interaction.”

Did that Wow! experience have any long-term ripple effects? Can you share the story?

Yes, by implementing accesso’s integrated solutions, Village Roadshow Theme Parks was primed to reopen successfully amid the pandemic. Because our tech was already embedded in VRTP’s operational infrastructure, we were able to adapt quickly once the pandemic hit and activate different features — such as timed ticketing or online waiver collection — to meet the Queensland Government’s requirements. If VRTP had needed to take those steps manually, their efforts would’ve been costly and time-consuming. This quick pivot enabled Village Roadshow Theme Parks to reopen efficiently during a remarkably challenging time, leading an early resurgence in the attractions industry.

Ok, here is the main question of our discussion. Based on your experience and success, what are the five most important things a business leader should know in order to create a Wow! Customer Experience. Please share a story or an example for each.

1. Maintain a holistic view of the guest journey. At accesso, we link all of our client integrations to how we can help achieve bottom-line results and move the needle in favor of continued growth. Looking at our work with Village Roadshow Theme Parks for example, we aimed to move beyond simply innovating the guest experience — we made a commitment to helping the company drive better business performance, deliver more sophisticated service and deepen engagement.
2. Listen to your customer and work to reach them where they are. It’s essential to stay attuned to trends and combine that with your unique understanding of your customers. This approach allows businesses like ours to flexibly meet unique situational and behavioral needs. For example, in late 2020, we partnered with Irish Defence Forces to introduce our accesso PrismSM smart wearable device to manage COVID-19 protocols among the Forces’ troops. While this work veered a bit out of our normal clientele focus, it was exciting to adapt our industry leading wearable to power such an important project and explore a new realm of possibility for the application of our technology.
3. Be helpful, not intrusive. Strive to find ways to serve as invisible support for our clients, like an extension of their team. Through our longstanding partnership with Six Flags, for example, accesso is fully integrated into all of the operators’ theme park venues, managing its end-to-end virtual queuing operations — from signage to sales to queuing-specific guest service. In this capacity, we’re able to seamlessly blend our expertise into Six Flags’ onsite operations and serve as a powerful complement to our valued client’s core operations. At accesso, it’s our belief that technology should be the solution, not the problem, and we’re proud to help make that a reality across Six Flags’ virtual queuing operations.
4. Focus on delivering value. Our client portfolio is incredibly diverse, and we work with each client to determine and cater to their individual needs. From ski resorts to motorsports and theme parks to concert venues, our team prioritizes delivering value and ensuring maximum return on our clients’ investments — factoring in their unique operational needs and guest demands.
5. Be true to your own style and hold true to your unique perspectives. Linking back to the importance of diversity in driving innovation, it’s crucial for business leaders to keep their unique styles top of mind throughout their career. Doing so allows the opportunity to generate fresh perspectives and ideas that are essential to innovation. Simultaneously, it’s at least as important to encourage team members to lean on their unique styles and background as well. Empowering your team, regardless of seniority, allows for a level playing field where new ideas can be shared and expanded upon. I’ve found that the true magic in business is generated when all team members are playing a role in driving a business forward, leveraging their unique skills and point of views.

Are there a few things that can be done so that when a customer or client has a Wow! experience, they inspire others to reach out to you as well?

Word-of-mouth is incredibly powerful, and accesso is proud of the strong partnerships we’ve established across our many industries. Our team drives brand loyalty for clients across our global portfolio by delivering exceptional integrated, digital guest experiences designed to drive return visitations and brand advocacy. accesso is heavily involved in tradeshows and conferences across our served industries, and nothing quite matches the feeling of making a new prospect connection at one of those events based on referral or recommendation from one of our clients!

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

In leisure and entertainment, we’re charged with delivering unforgettable experiences. But, as global citizens, I believe we’re also charged with determining how to reduce our use of the Earth’s natural resources. If I could snap my fingers and ignite a movement, it would be for all of the players in our industry to take a holistic look at their operations and seek out ways to improve their impact on their environments, communities and societies.

Last year, accesso published its Environmental, Social and Governance policy. While the policy was formalized recently, the underlying tenets have always been an important part of who we are as a company and how we do business. I’m proud to work with a company that is intentional when it comes to sustainability, and I would encourage others to consider ways they can deliver an excellent product or convenient experience without overburdening our environment and communities.

How can our readers follow you on social media?

• Facebook: @accessoTechnologyGroup
• LinkedIn: @accesso
• Twitter: @accessoTech
• Instagram: @accessocareers

This was very inspiring. Thank you so much for joining us!