Odense Teater had for years outsourced all handling and administration of their events and ticket sales to a 3rd party full service provider. Creation and ongoing administration of all their performances had to be first communicated and then carried out by an external partner and then reviewed and corrected afterwards. Especially during covid-19, when there were numerous cancellations and relocations of shows, this turned out to be a very demanding division of work and also often led to long processing times and unhappy ticket buyers.

Furthermore, all direct customer contact and service was to a high degree outsourced to the external operator. Not only was the day-to-day ticket administration cumbersome and time consuming, but more importantly, all insights and knowledge of the theater's customers and their inquiries was not directly accessible due to the outsourcing to a third party. Odense Teater realized that with business essential operations and insights outsourced, the distance between the theater and its customers had become too wide!