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Since its founding almost a century ago, the Royal Shakespeare Company (RSC) has grown to become one of the United Kingdom's most respected and celebrated theatrical companies in the world. Despite its global reputation for excellence, the RSC realized that it needed to reach a much broader and more diverse audience, while retaining its core, loyal customers. Accenture deployed a team of professionals highly skilled in CRM and marketing analytics to help the RSC be as successful at CRM as it was artistically. Working collaboratively with the RSC, Accenture profiled the theatre company's current and potential audience. This profiling effort was important because it would serve as the foundation for a comprehensive marketing strategy for the theatre's Stratford-upon-Avon and London audiences.
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