Refund: Momok Setiap Event Organizer
Event cancel karena COVID, bad weather, atau force majeure lainnya - suddenly Anda harus refund ratusan atau ribuan tiket. Stress level 📈📈📈!
Atau ada customer yang beli salah, ganti pikiran, atau alasan lainnya minta refund. Bagaimana handle dengan professional?
Refund Policy: Foundation yang Krusial
Must-Have Components
1. Timeframe Refund
Example Policy:
- H-30: Full refund (100%)
- H-14 s/d H-29: Refund 75%
- H-7 s/d H-13: Refund 50%
- < H-7: No refund (kecuali force majeure)
2. Non-Refundable Conditions
Jelaskan kapan refund TIDAK bisa:
- Customer berubah pikiran (H-6 atau less)
- Tidak bisa attend karena alasan personal
- Sudah masuk venue (check-in done)
3. Refundable Conditions
Kapan refund WAJIB diberikan:
- Event dibatalkan penyelenggara
- Event direscheduled (customer tidak bisa attend)
- System error (double charge)
- Proven fraud
4. Refund Method
Specify bagaimana refund diproses:
- Via transfer bank (3-7 hari kerja)
- Via e-wallet (1-3 hari kerja)
- Store credit untuk event future
5. Admin Fee
Apakah ada potongan?
- Payment gateway fee (usually 3%): Non-refundable
- Admin fee: 5-10% (optional)
Example: Tiket Rp100K → Refund Rp92K (potong 3% gateway fee + 5% admin)
Where to Display Refund Policy
- ✓ Checkout page (checkbox: "I agree to refund policy")
- ✓ Confirmation email
- ✓ E-ticket PDF
- ✓ FAQ page
- ✓ Terms & Conditions
Pro Tip: Use plain language, avoid legal jargon!
SOP: Handling Individual Refund Requests
Step 1: Receive Request (0-24 jam)
Customer contacts via:
- Email: support@yourevent.com
- WhatsApp: Official number
- DM Instagram/Twitter
- Phone call
Action:
- Acknowledge receipt dalam 2 jam: "Hi [Name], we received your refund request. Processing within 1x24 jam."
- Assign ticket number: REF-2024-001
- Log in CRM system
Step 2: Verification (24-48 jam)
Check:
- Apakah nama & email match dengan database?
- Apakah tiket sudah digunakan? (check scan history)
- Apakah request sesuai refund policy?
- Apakah ada red flags (fraud attempt)?
Decision Matrix:
| Condition | Action |
|---|---|
| Within policy timeframe | Approve automatic |
| Outside timeframe, valid reason | Manager review |
| Outside timeframe, no valid reason | Reject (offer alternative: ticket transfer) |
| Suspected fraud | Escalate to legal/security |
Step 3: Communication (24-72 jam)
If Approved:
"Hi [Name], Your refund request (REF-2024-001) has been APPROVED. Details: - Original payment: Rp200,000 - Payment gateway fee: Rp6,000 (non-refundable) - Admin fee: Rp10,000 - Refund amount: Rp184,000 Refund will be processed to your original payment method within 3-7 working days. Thank you, [Your Event Team]"
If Rejected:
"Hi [Name], Thank you for reaching out. Unfortunately, your refund request (REF-2024-001) cannot be approved due to: - Request submitted H-3 (our policy: H-7) However, we offer alternatives: 1. Transfer ticket to someone else (free of charge) 2. Convert to store credit for future events (+10% bonus) Please let us know which option works for you. Thank you for understanding, [Your Event Team]"
Step 4: Processing (3-7 hari kerja)
For Bank Transfer Refunds:
- Request bank details from customer
- Verify name matches (anti-fraud)
- Process transfer
- Send proof of transfer
- Mark as completed in system
For E-wallet/Card Refunds:
- Initiate refund via payment gateway dashboard
- Gateway process automatically (1-3 days)
- Notify customer when complete
Step 5: Closure
Follow-up email:
"Hi [Name], Your refund has been completed! You should see Rp184,000 in your [Bank Name] account within 1-2 business days. We're sorry you can't join us this time. Hope to see you at future events! Best regards, [Your Event Team]"
Handling Mass Refunds (Event Cancellation)
Oh no, event harus cancel! Ini nightmare scenario. But here's how to handle professionally:
Phase 1: Immediate Communication (0-6 jam)
Announce via ALL channels simultaneously:
- Email blast to all ticket holders
- Website banner
- Social media posts (Instagram, Twitter, FB)
- WhatsApp broadcast
- SMS (jika urgent)
Message Template:
"IMPORTANT ANNOUNCEMENT Dear [Event Name] attendees, Due to [reason: severe weather/government regulation/safety concerns], we must POSTPONE/CANCEL [Event Name] scheduled on [date]. Your options: 1. REFUND: Full refund (100%) processed within 14 days 2. RESCHEDULE: Keep ticket for new date [if postponed] 3. DONATE: Donate ticket value to [charity] (we match 50%) To choose, reply to this email or click: [link to form] We sincerely apologize for this inconvenience. [Organizer Name]"
Phase 2: Option Collection (1-7 hari)
Create online form with options:
- Refund to original payment method
- Refund to bank transfer
- Keep ticket for rescheduled date
- Convert to store credit (+15% bonus)
- Donate to charity
Set deadline: "Please respond by [date], default will be refund to original method."
Phase 3: Batch Processing (7-30 hari)
Process in batches:
Week 1: Refund to credit cards (auto via gateway)
Week 2: Refund to e-wallets
Week 3: Manual bank transfers (batch process)
Week 4: Final cleanup & stragglers
Pro Tip: Hire temp staff atau outsource for large volume!
Phase 4: Documentation & Reporting
Track everything in spreadsheet:
- Name, email, phone
- Original payment amount
- Refund amount
- Method (card/bank/etc)
- Status (pending/completed)
- Date processed
- Proof of transfer
This is crucial for:
- Accountability
- Financial audit
- Dispute resolution
- Insurance claim (if applicable)
Reducing Refund Requests
1. Clear Communication
Over-communicate event details:
- Exact date & time (include timezone!)
- Venue address dengan Google Maps link
- What to expect (dress code, duration, etc)
- Weather policy
- Rescheduling policy
2. Flexible Options
Offer alternatives instead of refund:
- Ticket Transfer: Free transfer to someone else
- Ticket Exchange: Swap for different date/session
- Upgrade: Pay difference untuk VIP
- Store Credit: Use for future events
3. Remind & Confirm
Send reminders:
- H-30: Save the date reminder
- H-7: Event is coming!
- H-1: Final reminder dengan details
- H-3jam: "See you soon!" message
4. Refund Insurance
Offer optional "Refund Protection" saat checkout:
- +Rp20K untuk full refund guarantee
- Customer pay small fee untuk peace of mind
- You transfer risk to insurance partner
Example providers: Allianz, AXA, Zurich
Legal Considerations
Consumer Protection Law (UU Perlindungan Konsumen)
Di Indonesia, customer punya hak:
- Right to information (clear refund policy)
- Right to complain
- Right to fair treatment
Anda WAJIB refund jika:
- Event canceled tanpa alasan jelas
- Event berbeda signifikan dari promosi
- Force majeure (gempa, pandemic, dll)
Payment Gateway Terms
Check with your payment provider:
- Refund window: Usually max 180 days
- Refund fee: Some charge 3-5%
- Chargeback: Customer bisa dispute via bank
Tax Implications
Refund affects your accounting:
- Original sale: Rp100K revenue + Rp10K PPN
- Refund: -Rp100K revenue - Rp10K PPN
- Keep proper books untuk audit!
Tools & Systems
Helpdesk Software
- Zendesk (professional, pricey)
- Freshdesk (affordable)
- WhatsApp Business API (for small scale)
Refund Management
- PayPal (easy refund interface)
- Stripe (API for bulk refunds)
- Midtrans (local, good support)
Documentation
- Google Sheets (simple tracking)
- Airtable (better features)
- Custom CRM (for large scale)
Common Mistakes to Avoid
- ❌ No clear refund policy → endless disputes
- ❌ Slow response time → angry customers
- ❌ Inconsistent decisions → unfair perception
- ❌ Poor documentation → accounting nightmare
- ❌ Defensive attitude → bad PR
- ❌ Forget payment gateway fees → loss
Case Study: Music Festival Cancellation
Event: 10,000 tickets sold @ Rp500K = Rp5 miliar
Situation: Heavy rain, venue flooded, event cancelled H-1
Actions Taken:
- H-1, 6pm: Announced cancellation (all channels)
- H-1, 8pm: Sent refund option form
- D+7: Started processing refunds (batches)
- D+21: 95% refunds completed
- D+30: Final 5% completed
Results:
- 40% chose refund (Rp2 miliar)
- 35% kept ticket for rescheduled date
- 20% took store credit (+bonus)
- 5% donated to flood victims charity
Net Impact:
- Refund: Rp2 miliar (manageable)
- Retained: Rp3 miliar worth of tickets
- PR: Positive (handled professionally)
- Future: Most customers will buy again!
Kesimpulan
Refunds are inevitable. Yang membedakan professional EO vs amateur adalah HOW you handle them.
Key Takeaways:
- ✓ Have clear refund policy dari awal
- ✓ Respond cepat & empathetic
- ✓ Offer alternatives sebelum refund
- ✓ Process refunds promptly
- ✓ Document everything
- ✓ Learn & improve
Handled with care, refunds tidak akan ruin your reputation. Malah bisa strengthen customer trust! 💪
Sistem Tiket WhatsApp punya built-in refund management yang mudah digunakan. Track & process refunds dengan efisien!
