Recommendations

While AMC Theatres uses many different software's to drive their business processes, we are focusing on the information system that allows management to adjust the loyality accounts of the loyal AMC Stubs members. AMC Theatres uses software developed by Kobie Marketing Solutions titled Alchemy, to allow the management  team to effectively manage the accounts of the customers that hold AMC Stubs cards.

While every information system across every industry needs something to be fixed to drive better results, we believe that AMC Theatres in conjunction with Kobie Marketing Solutions needs to implement two major changes in order to make future adjustments of customers accounts more effective.

One change that is recommended is that AMC Theatres IT department is allow front end cashiers to manually adjust members accounts directly from the point of sale system. As it stands right now, if members need to make changes to their AMC Stubs card accounts, they must go to guest services. Some of the reasons for adjustments include but are not limited to are that members purchased concessions or movie tickets with out having a card present, the cashier failing to mention/ sell the card to the guest, the guest coming back after an extended period of time to add points to their account. By having the cashiers directly adjust a members account, it eliminates lines that can form at guest services specifically for this one reason. This would allow the guest services cashier, whether it is an actual cashier, supervisor or manager to effectively manage other  guest concerns other than minuscule such as switching movies, refunds etc...

Another issue that is present in Kobie Alchemy is that it only allows for $100 to be added to a members account in one month and or four manual adjustments per month, which ever comes first. The proposed change that we recommend is that AMC and Kobie lift the adjustment threshold to $300 per month while still keeping the number of adjustments to a maximum of four adjustments per account. We view this as an important recommendation because every one knows that not only are movie tickets and concession items expensive, but sometimes people forget their AMC Stubs cards at home.  BY lifting the threshold it not only will allow more points to be earned/ added in a single month so that guests will not have to wait to the next month to finish adding any points that could not be added in a previous adjustment. When ever AMC exhibits any alternative content, the studios that make the feature can decide what pricing to have for these features. Usually the alternative content is twice or even triple the amount of a standard priced movie ticket. So by lifting the threshold to $300 per month it will allow for guests to not wait as long to see their points on their accounts if they have to wait at all.