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CANADIAN OPERA COMPANY



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




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




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

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

                                         THE JOURNEY




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

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




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


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

                                         SITE OVERHAUL




370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
DIGITAL BROCHURE

 “New Digital Subscription
Renewal & Donor Process.”




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

    LIVE CBC BROADCAST
        ONLINE CHAT




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

                                         ONLINE ADVISORY
                                              PANEL




370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
“Build relationships and brand advocacy.”
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
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
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
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
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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ESOMAR Best of Canada -- Shifting Customer Behaviour Online

  • 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