The Royal Danish Theatre
“As a highly marketing-oriented company we have many advantages in using Sitecore because we can schedule multiple online marketing campaigns at the same time. Sitecore helps us to fully service our clients.”
Annemarie van Duynhoven, CEO, Loopbaan BV
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The Royal Danish Theatre, with a history of 250 years and range of cultural events, supports the arts of Denmark with a Sitecore based website. The challenge for the royal theatre was to maintain its 250 year traditions, at the same time modernizing the institution.
In 2006, The Royal Theatre was faced with 4 major challenges:
1) 50% activity increase – from 600 to 900 shows
2) New demands for customer services, e.g. minimizing ticket lines
3) Strong political demands, e.g. catering for new ethnic user groups
4) The integration of 3 arts at 5 venues – integrating a brand new opera house
Many goals were attained, like doubling the share of online sales from 20% to 40% in 2 years, as well as establishing a coherent communication platform for the theatre. Already, internal satisfaction has grown due to Sitecore’s ease of use, and even more importantly, ticket lines that had up to 3 hours waiting have been not only reduced, but actually completely eliminated. A survey has shown that customers that serve themselves on the website equals happy customers, and telephone calls to the call centre has been minimized. This fact again leaves a lot more resources to attract and cater for sponsors.
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