training workshop on disseminating mdg indicators and statistical information

United Nations Economic Commission for EuropeStatistical DivisionUnited Nations Economic Commission for EuropeStatistical Division

From simple user lists and Excel spreadsheets to a

sophisticated CRM System

User lists are of core value to Statistical Agencies

Training Workshop on Disseminating MDG Indicators and Statistical Information

Astana, Kazakhstan, 23-25 November 2009

Petteri Baer, Regional Adviser, UNECE

25.11.2009 Petteri Baer - UNECE Statistical Division Slide 2

Why is it so important for official statistics to build relationships? (1) Impartial and reliable statistical data are widely

considered as a prerequisite for a democratic society and a necessary condition for the smooth running of a competitive market economy

“You will need more imagination to find truth than to get lost”• Lauri Viita, Finnish author


Why is it so important for official statistics to build relationships? (2)

Statistics are important for policy making in a modern society

Statistics are vital for monitoring the development and the effects of policies

Statistics are crucial for understanding the society around us

Comparable statistics across countries and regions are a necessity in a globalizing world


Why is it so important for official statistics to build relationships? (3) Evidence-based decision making needs

facts and not beliefs or prejudges Certainly not only in politics This is crystal clear especially in the world of

• Business• Research

But also: NGOs, Trade unions, Employers’ organizations, Lobbying, Local governments, Educational institutions – you name it!


How to find out customers’ needs? (1)

Previous purchases of statistical information Focus groups Personal contacts (seminars,

visits etc.) Interviews Comparing similar customers


How to find out customers’ needs? (2)

Business Intelligence Media Annual reports of customers ==> Learning to understand core ideas of

the value production of customers and the needs of statisticalinformation connected with these core ideas


Tools assisting work for better satisfaction of user needs

Simple, but well structured MS Excel tables Use of MS Access structures Customer databases

• Information on regular and heavy users Customer Relationship Management system

（ CRM）• For good and systematic follow-up and planning of

interaction with regular and heavy users• Example NSI:s: Canada, Finland, Estonia

Business Intelligence systems


What is CRM? (1)

Customer Relationship Management Not marketing in general Theoretical roots: Nordic School of Marketing

• Service marketing• One to one marketing• Relationship marketing

Building relations to users• Bulgaria!!


Dialogue with customer and analysisof customer behaviour

More information about present and forthcoming needs of the customer

More efficient marketingand service profile to customer

The value of the customer relationship grows for both parties

Willingness of both partiesto invest both time and moneyand money in building thecustomer relationship

Growth of customer loyalty and consolidation of thecustomer relationship

More activities responding toreal customer needs

More efficient customer contacting and a decline of contact built in vain

A LEARNING CUSTOMER RELATIONSHIP


Customer analysis

Customerinteraction plan

Service providing andcustomer information

Key and Partnership CustomersKey and Partnership Customers

Statistics FinlandStatistics Finland

From product marketingto marketing activities based on

customer interaction plansCustomer’s needs

The NSO’s possibilities and goal settings


What is CRM? (2) CRM stands for SYSTEMATIC work with existing and

potential customers which are divided into different customer segments which are approached and interacted with in different ways because the need structures - and hence the service structures - for the customers in the different segments are different.

Part of CRM is the building up of and existence of a Customer Database into which all contact information and communication information is put with the aim of making it possible to build up the relations with the customers SYSTEMATICALLY.

This way of acting makes it possible to KNOW what has been done in building customer relations. It makes it possible to PLAN new interactions more effectively taking into account the accumulated experience.


In Statistics Finland…

Both old and new challenges emphasised in the 1990’ies the need and importance of Customer Relationship Management

In the mid 1990’ies an understanding of the need for CRM emerged• Not so much in the top management• But in the practical work heading for clear user

orientation• In developing and disseminating mproved

statistical products and services


CRM – A Technical Tool?

CRM is NOT only or mainly a technical tool… BUT

as a sophisticated system, where customers and potential customers can be dealt with according to • their own customer behaviour• the CSO’s own definitions of customer

relationship levels and -policies• the self-expressed wishes of customers


Customer-oriented services and products by means of CRM

The goal of CRM is to• Understand the needs of different user

groups• Segment customers into groups with

similar need structures• Keep the information on interaction with

customers in good shape and order


Customer-oriented services and products by means of CRM• Set goals for meeting customer

requirements advance the use of statistics develop profitable activities and public services encourage new product development ideas

and innovations create new co-operation modes or

partnerships with customers and stakeholders …and to do this work systematically


Systematic contact building has given good results in Statistics Finland

More than 100 000 individual internet users monthly on the web site

In the CRM system (end of 2005)• 15 000 principal customers,• 24 400 customers,• 29 000 contact persons

~ 50 customers were in 2004 nominated to be strategic or key customers of Statistics Finland

Many customers are in contact with the NSO in a number of different roles


Development of Customer Relations Management (CRM)Steps taken in 1992-2002

1997 19991998 2000 20022001200

3 2004 2005 ....

Customer core process analysis 1997 Customer Database definition work group 1996Customer Surveys 1992 -

Balance Scorecard Strategy Dissemination Strategy 1998

Customer Feedback Channel on the Internet from 1999 -

Customer Database from 2000 -

Customer service standards from 2001 -

Customer Relationship Management

Education Project 2001-2002


User needs are specific – not “general”

All user needs are specific

Their satisfaction should be developed in communication and cooperation with the users

When the number of contacts grows, you must create a syste-matic way to keep track

No errors in basic data

Delivery on time

Delays are reported

Data supplied in desired form

Comparability of data

Customer is taken into consideration

Friendly staff

Finding the right persons

Accessibility of staff

Data delivered with speed

Data up-to-date

Information about the data/service

Data meets demand

Tailored data value for money

Further processing of data sufficient

6 7 8 9 10

6 7 8 9 10


Wise Words of Dr. Samuel Johnson (1709-1784)

“Knowledge is of two kinds. We know a subject ourselves, or we know where we can find information upon it “

What does this mean in the world of today?


But – that’s once again another story

Thank you for your attention

Remember:• You cannot learn to

swim if you don’t go into the water

[email protected]

www.unece.org/stats

A learningCustomerRelationship

United Nations Economic Commission for EuropeStatistical DivisionUnited Nations Economic Commission for EuropeStatistical Division

Attachment An example of the benefits of having both chargeable and non-chargeable

statistical services

Building Relationships with Users as a Strategic Concept


Systematic customer contact building has given good results in Statistics Finland

More than 100 000 individual internet users monthly (with a population of 5 Million)

15 000 principal customers, 24 400 customers, 29 000 contact persons accumulated in the CRM system

1% customers bring 60% of the income ~ 50 customers were in 2004 nominated to be strategic

or key customers of Statistics Finland Customers have several ways of being in contact Many customers are in contact with the NSO in a

number of different roles


Responsibilityfor c-database

Resp. for cus-tomer portfolio

Resp. for customer

Responsibilities of customer carein Statistics Finland 1. Central government

2. Local government3. Corporations and enterprises4. Research Institutions 5. Educational Institutions6. Others

Strategic customers - 15 organisationsKey customers - 33 organisations

Centralised: customer process customer database


Number of customers according to Segments in Statistics Finland, End of 2005 Corporations and

enterprises Educational Institutions Local Government Bodies Organisations Foreign customers Central Government Libraries Research Institutions Others Without segment value (in

2005)

13 4662 3442 2581 464

802681657520

351 433


Different users prefer different services

Statistics Finland, Reporting of Sales in the years 2002-2005with a special focus on the year 2005

9.2.2006/Petteri BaerMost purchased product group

Purchases of Statistics Finland's chargeable products and services in 2005 Secondly most purchased product group

Thirdly most purchased product group

Central govern-Corporations Local Research NGOs & other Educational ForeignProduuct Group ment Administrationsand EnterprisesAdministrationInstitutions Organisations Libraries Institutions Customers Others TotalSpecial compilations 1,339,018 361,755 427,380 392,734 311,403 3,231 12,799 90,294 0 2,938,615Publications 186,282 567,916 266,499 64,085 173,986 156,861 95,961 19,636 4,788 1,536,014Interview services 603,870 93,150 15,200 488,500 106,582 25,228 0 13,000 0 1,345,530Network services 99,835 64,113 517,743 69,080 40,255 46,024 70,306 6,510 79 913,945Register services 38,692 404,707 107,529 58,147 28,319 0 16,306 3,471 0 657,171Other products and services 5,362 105,245 51,301 11,804 3,472 4,930 9,213 220 0 191,547Customer Training 31,966 32,849 16,992 7,847 12,972 1,173 8,065 0 0 111,863Miniserrvices 11,505 29,614 15,045 12,873 15,476 230 468 2,424 290 87,926Electronic publications 14,740 28,405 4,077 2,676 14,115 2,600 1,218 1,357 186 69,374Consultation services 3,298 4,036 14,100 0 7,000 0 0 8,275 0 36,709"Standard products" 2,078 19,643 6,825 2,651 1,987 477 140 759 0 34,560Commission services 616 5,048 2,562 0 268 112 8,094 0 0 16,700Other services 2,713 1,817 166 447 3,001 1,029 173 871 13 10,230Total 2,339,976 1,718,297 1,445,419 1,110,844 718,836 241,895 222,743 146,817 5,356 7,950,184

1. Notify the big differences in the most purchased product groups between the differnt Customer Segments!2. Observe the fact that "Special compilations" can range from the most complicated to the simpliest service, that doesn't fit in to the other definitions!3. Part of "Miniservices" include compilations, part of "Special compilations" include miniservices, part of Interview services include both4. The groups "Other products and services", "Standard products", "Network services" and "Electronic publications" are all mainly electronic services


Customer Relationship Management Systems used in modern organizations are useful because… The entire organisation benefits from the

information the system provides It helps to analyse the customer structures and

developments Direct- and telemarketing campaigns are much

more effective Helps to monitor the success (or non-success)

of different relation building activities taken Provides a good basis for customer surveys

and customer relations


Main steps in organising CRM-work

...to

organise

customer

segment

teams and

nominate

the people

in charge of

relations

with

customers

to list strategic and key customers

to analyse needs of strategic and key customers

to set goals for taking care of the customer relationships

to develop ways of measuring the results of interaction with customers

to define main customer groups


Basic statistics - an infrastructure of modern society

Basic statistical information is a tool for safeguarding democracy

• In order to participate in decisions of society, citizens should have access to basic information on structures, development

Statistics serves decision making• This infrastructural service of basic statistical information,

often generates demand for more sophisticated and customized statistical information on additional topics and phenomena

• More labour- and/or investment-intensive statistical services and service products are usually chargeable


In a world with growing information overflow a tough question is: Will Official Statistical Agencies in the

future have the role of a key provider of • correct, objective, non-partial, non-biased,

understandable, comparable and easily accessible information, relevant to stakeholder and user needs?

Or will they degenerate into• under-funded producers of historical data, • having a limited role as a background source for

users mainly in public administration and in institutions of economic and social history?

training workshop on disseminating mdg indicators and statistical information

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