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.

1. CANADIAN OPERA COMPANY
Shifting
Customer
Behaviour
Online
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

2. Digital Strategy & Customer Online Research Community
Experience Design Firm Data Products & Services
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

3. We are a fusion of research, strategic
consulting & digital product design.
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

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 4
Toronto, Ontario
M5V 1J9

5. Situation
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

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 2D
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

7. COC Case Study
THE JOURNEY
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

8. Insight
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

9. What are the digital habits and
behaviours of the COC’s customers?
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

10. COC Case Study
INSIGHT
Gathering & 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 4
Toronto, Ontario
M5V 1J9

11. COC Case Study
INSIGHT
KEY INSIGHT
Less than 20% of
COC customers are
currently transacting
with the COC via
COC.ca.
n=35,265
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

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. 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 4
Toronto, Ontario
M5V 1J9

14. Digital Segmentation
Technology Ownership
Groups fall within
one of four clusters:
Social
1. Social Users
Social 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. COC Case Study
INSIGHT
LOADED & 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 4
Toronto, Ontario
M5V 1J9

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 4
Toronto, Ontario
M5V 1J9

17. COC Case Study
INSIGHT
Customer 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 4
Toronto, Ontario
M5V 1J9

18. Strategy
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

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 4
Toronto, Ontario
M5V 1J9

20. COC Case Study
STRATEGY
Shifting 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 Committed
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

21. COC Case Study
STRATEGY
Actionable 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 advocacy
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

22. Action
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

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. “Optimize the customer
experience.”
SITE OVERHAUL
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

25. DIGITAL BROCHURE
“New Digital Subscription
Renewal & Donor Process.”
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

26. “Empower committed customers
to share their passion.”
LIVE CBC BROADCAST
ONLINE CHAT
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

27. “Empower committed
customers to share their
passion.”
ONLINE ADVISORY
PANEL
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

28. “Build relationships and brand advocacy.”
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

29. COC Case Study
ACTION
Summary 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 4
Toronto, Ontario
M5V 1J9

30. INSIGHT
Social 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 time
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

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. 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