ESOMAR Best of Canada -- Shifting Customer Behaviour Online

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Delvinia CEO Adam Froman was among the speakers at ESOMAR's Best Of - Canada 2012 breakfast at the Hilton Toronto Hotel on May 9th. His presentation, Shifting Customer Behaviour Online, focused on our work with the Canadian Opera Company.

Through the use of data and analytics, the COC adopted a customer-centric approach towards the creation of a digital experience designed to showcase the richness of the opera, to connect with its client base and to drive online sales and donations.

For more information about Delvinia's work with the COC, please visit www.delvinia.com/work.

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ESOMAR Best of Canada -- Shifting Customer Behaviour Online

  1. 1. CANADIAN OPERA COMPANYShiftingCustomerBehaviourOnline 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
  2. 2. Digital Strategy & Customer Online Research Community Experience Design Firm Data Products & Services370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  3. 3. We are a fusion of research, strategic consulting & digital product design.370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  4. 4. Our Unique Perspective Customer Insight & Analytics Digital Strategy & Planning Digital Design & Emerging Media Together, we understand your Working closely with you to Our in-house design team use data- audience in order to reach it develop a clear digital product driven insights and creativity to effectively. vision and actionable roadmap. innovative digital customer experiences. AskingCanadians™ Customer Experience (CX) Voice of the Customer (VoC) Our proprietary online research Programs Platforms community of 160,000 French and Cost effective programs to From social listening to branded English speaking Canadians from evaluate and optimize your digital research communities, our all walks of life who have opted-in product or platform in order to programs enable you to identify key to participate in research. innovate and improve the customer customer insights in order to experience. innovate and improve the customer experience.370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  5. 5. Situation370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  6. 6. COC Case Study THE SITUATION 40% of COC’s revenue is from Donor‟s Perception that Opera goers are not digitally savvy Experiencing 99% attendance Cannot create the „Opera Experience‟ in 2D370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  7. 7. COC Case Study THE JOURNEY370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  8. 8. Insight370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  9. 9. What are the digital habits and behaviours of the COC’s customers?370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  10. 10. COC Case Study INSIGHTGathering & Analyzing Data COC Customers “Transactors” (N=35,265) Online Survey (N=1,221) 1:1 Interviews (N=19)370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  11. 11. COC Case Study INSIGHT KEY INSIGHT Less than 20% of COC customers are currently transacting with the COC via COC.ca. n=35,265370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  12. 12. COC Case Study INSIGHT Search for specific info 71.1% 58.7% Read current news 46.9% 33.4% Research products/services 31.1% 42.4% KEY INSIGHT Use instant messaging 38.4% 35.0% Read online newspapers 32.2% COC customers are 20.9% Play online games 25.8% TOTAL COC more engaged in 24.5% Download music/MP3 files 25.6% TOTAL CAN specific online 22.8% Access news site 22.1% behaviours than the 17.2% Respond to online surveys/polls 16.6% average Canadian. 13.7% Listen to radio via streaming audio 14.6% 11.0% Participate in Chat Groups 11.6% 11.4%Watch TV broadcast via streaming video 6.8% 4.3% Download podcast for use on MP3 6.3% 3.7% 0% 20% 40% 60% 80% 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
  13. 13. COC Case Study INSIGHT KEY INSIGHT Online activities of COC.ca vs. Elsewhere do not indicate any reason for the difference in their COC transactional behaviour.370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  14. 14. Digital Segmentation Technology Ownership Groups fall within one of four clusters: Social 1. Social UsersSocial Usage 2. Average Users Average 3. The Time-Starved 4. Lagging Lagging Time-Starved 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
  15. 15. COC Case Study INSIGHTLOADED & OVERLOADED FAMILIES • Time-starved “Make it easier to determine how • Own every possible digital many seats are device left for a performance, whe • Value of technology: save time re they are “I like the email located, and what pushes. It saves they cost.” time to get useful info/reminders, etc. delivered direct to your desktop.”370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  16. 16. COC Case Study INSIGHT CITY CLICKERS “I would like to see • Heavy users of more technology for stories, costume and both social and set design ... I want talk about the work purposes. performance after the curtain goes • They will pay down.” more for items that save them time.370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  17. 17. COC Case Study INSIGHTCustomer Insight Summary More engaged in the Arts and donate more to charity than the average Canadian. Online donation process not clear. COC customers are more digitally inclined than the average Canadian. However, less than 20% of COC customers were currently transacting with the COC via COC.ca. No behavioural differences between those who transact online and those who do not.370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  18. 18. Strategy370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  19. 19. Digital Vision Create an interactive digital experience that inspires people to stay engaged with opera, and is seamlessly integrated with the COC brand.370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  20. 20. COC Case Study STRATEGYShifting Customer Behaviour Via Elsewhere Via COC.ca (Offline, External Websites) Committed Donors + 4. Advocate Subscribers 1. Migrate 3. Commit Single Ticket Buyers 2. Engage Non Committed370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  21. 21. COC Case Study STRATEGYActionable Strategy | The Road Map 1 2009/10 Optimize the customer experience 2 2010/11 Empower committed customers to share their passion 3 2011/12 Build relationships and brand advocacy370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  22. 22. Action370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  23. 23. The Digital Opera Experience COC Performance Pages Customer Transaction Engine Profile Engine - Purchase a tickets - Single sign on -Subscribe - Contact information -Donate -Transactional history -Give a gift - Opera history -Purchase mementos - Subscriptions “Micro-Experiences” Education, Gift-giving, Opera Shop Four Seasons Centre etc. eOpera (CRM & Social) - Need based & Personalized - Push offers - Reward loyalty - Social networking Seating 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
  24. 24. “Optimize the customer experience.” SITE OVERHAUL370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  25. 25. DIGITAL BROCHURE “New Digital SubscriptionRenewal & Donor Process.”370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  26. 26. “Empower committed customers to share their passion.” LIVE CBC BROADCAST ONLINE CHAT370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  27. 27. “Empower committed customers to share their passion.” ONLINE ADVISORY PANEL370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  28. 28. “Build relationships and brand advocacy.”370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  29. 29. COC Case Study ACTIONSummary of Results Before COC.ca 18% 30% increase in online sales from season to season Elsewhere 82% After Online has become the #1 channel for single ticket purchases & one time COC.ca 39% donations Elsewhere 61% Bounce rates decreased from 56% to 26%370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  30. 30. INSIGHTSocial Media Readiness Study The COC as an organization is 8% more ready to develop and manage a social media strategy than their customers are In-line, grow ready to embrace one. over time370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  31. 31. DIGITAL VISION “To make the Canadian Opera Company the destination for Opera Content in Canada.” COC RADIO 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
  32. 32. THANK YOU.ADAM FROMAN CEO Delvinia afroman@delvinia.com twitter @adamfroman www.delvinia.com 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9

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