Austrian Federal Theatres is Austria’s largest theatre organisation. Burgtheater, Wiener Staatsoper, and Volksoper Wien belong to Bundestheater-Holding, 100%-owned by the Republic of Austria. The enforced standstill during the pandemic put the arts and culture industry in unprecedented challenges, which led to an accelerated digital transformation. Along with this came the need for a better understanding of the wants and pains of existing and potential future customers in the ticket purchasing process, which is now more important than ever. Thus, the task at hand was to put the customers “on stage” and establish this above-mentioned awareness of general customer needs as well as preferences regarding digitalized ticketing systems.