Delvinia Digital Diseases
21
Powering Innovation in Canada The Digital Customer Experience November 4, 2008 Adam Froman P.Eng. MBA President & CEO
description
Each day, companies are making costly mistakes in the digital arena and disengaging customers. Delvinia, a pioneer and authority in interactive design and digital marketing solutions, has seen a lion's share of companies who make the same mistakes time and again. Although there are thousands of diseases lurking in the digital world today, Delvinia has put together the most common mistakes in the digital space.
Transcript of Delvinia Digital Diseases
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 & [email protected]
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
