Powering Innovation in Canada

The Digital Customer ExperienceNovember 4, 2008

Adam Froman P.Eng. MBAPresident & CEO

INNOVATION

CHANGE

CUSTOMER

Innovation

A creation, a new device or process, resulting from study and experimentation

A Driver of Change

The expectation of the consumer is changing and adapting FASTER than technology itself

Focusing on the Customer

the DIGITAL CUSTOMER EXPERIENCE is INNOVATION

Widget-itis

This is the compulsion to include the latest and greatest widgets on a website.

Obsessive Content Disorder (OCD)

OCD is an irrational fear of removing old content from a website.

Data-pox

This digital disease causes a healthy customer immune system to be overwhelmed by intruding tools, data and options that often make the site's core purpose convoluted, difficult and frustrating.

Ad-theria

Ad-theria is often caused when marketers feel so strongly about advertising other products and services – either their own or other advertisers – at the expense of the customer’s experience.

Mono-typosis

This is apparent when a customer experience prohibits contact, connection or conversation with a brand or company.

Navigation Deficiency Virus (NDS)

This disease forms when a company provides so little ability to navigate based on the fact there’s way too much content.

Innovation

A creation, a new device or process, resulting from study and experimentation

Charles Darwin

“It is not the strongest of the species that survive, nor the most intelligent, but the ones most responsive to change”

A Loaded & Overloaded FamiliesB Western Prosperous & PracticalC Young Technophile FamiliesD Dot Conservative FamiliesE Urban French UnpluggedF Multicultural Cyber SocialsG Young City ClickersH Social-e-Inclined FamiliesI Rural Ontario Low TechsJ E-tired Empty Nesters

K Single MetrotechsL Semi-Wired on the PrairiesM Rural Quebec Not ComsN Ethnic Tech-EnthusiastsO Mature East Coast SurfersP Small Town Digital DreamersQ Mature Net NeutralsR Young Aspiring Social SurfersS Mature Small Town Techno PasT Young Quebec Tech-Novices

Delvinia Digital MOSAIC™

0.0%

0.0%

0.1%

0.1%

0.2%

0.2%

0.3%

1.0%

1.4%

2.3%

3.2%

3.3%

3.5%

4.7%

7.0%

8.6%

11.3%

13.1%

19.3%

20.3%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0%

Semi-Wired on the Prairies

Rural Quebec Not Coms

Mature Small Town Techno Pas

Social e-Inclined Family

Mature East Coast Surfers

Urban French Unplugged

Young Quebec Tech-Novices

Small Town Digital Dreamers

E-tired Empty Nesters

Western Prosperous & Practical

Rural Ontario Low Techs

Young Technophile Family

Young Aspiring Social Surfers

Ethnic Tech-Enthusiasts

Mature and Net Neutral

Multicultural Cyber Socials

Single Metrotech

Dot Conservative Families

Young City Clickers

Loaded and Overloaded Families

Almost 85%

15%

1%

LEGEND

Key Customer

Secondary Customer

Low Potential

Off Strategy

Source: COC customer file, Delvinia Insight Engine, Delvinia analysis

Canadian Opera Company’s Digital MOSAIC Segments

Target Audiences

DIGITAL CUSTOMER EXPERIENCE

INDUSTRY

ACAD

EMIC

INSI

TUTI

ON

S

GO

VER

NM

ENT

Adam FromanPresident & CEOafroman@delvinia.com

Delvinia Group of Companies214 King Street West, Suite 214 Toronto Canada M5H 3S6P 416.364.1455 ext. 222 F 416.364.9830  W www.delvinia.com

Thank you