Transcript Title of the Presentation

United Nations Economic Commission for Europe
Statistical Division
Why is it important to assess
the state of USER RELATIONS
in a Global Assessment?
EFTA-Eurostat-UNECE Seminar on
Global Assessments
Yalta, Ukraine 23 – 25 September 2009
Petteri Baer, Regional Adviser, UNECE
Good user relations are
important, because…
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24.9.2009
Only used statistical
information is useful
information
Statistics is mainly not
produced for the
archives
If statistics does not serve
as a tool for decision
making and helping to
understand on-going
phenomena, it has failed
its core function
Petteri Baer - UNECE Statistical Division
Slide 2
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
•
•
24.9.2009
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
Petteri Baer - UNECE Statistical Division
Slide 3
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
•
•
24.9.2009
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?
Petteri Baer - UNECE Statistical Division
Slide 4
User relations are of strategic
importance
•
•

The question of the development of services,
development of modern service products,
the questions on marketing and dissemination of
statistical information
Both are questions of a strategic importance
for any National Statistical Agency.
•
They are not just side functions or minor activities.
• They are questions about the future of any
statistical agency.
24.9.2009
Petteri Baer - UNECE Statistical Division
Slide 5
Proactive is the magic word
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Statistical agencies need a well balanced,
proactively communicative and
professionally led and administered
comprehensive approach to the development
of their information services
The information services are, together with
the data collection and production of statistical
information, one of the CORE FUNCTIONS of
any statistical agency
Reference is made to the
•
•
24.9.2009
Fundamental Principles of the UN
The Generic Statistical Business Process Model,
developed by the UNECE and Eurostat
Petteri Baer - UNECE Statistical Division
Slide 6
The importance of user friendly
Database services

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Statistical agencies produce quite a lot of
statistical information
Different users have different aspects of
interest, they want information
•
By industries, By enterprise sizes
• By regions
• Comparisons over different time periods
• International comparisons
• And numerous other aspects…

PC-Axis, PX-Web… User friendly services!
24.9.2009
Petteri Baer - UNECE Statistical Division
Slide 7
In the East European, Caucasus
and Central Asian countries

…the top layer of the
state administration is
usually well served with
statistical information
•
•
•
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24.9.2009
President’s office
Ministries
Central Bank
But what about other
stakeholders?
District and local
administrations needs?
Petteri Baer - UNECE Statistical Division
Slide 8
The media is our partner
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24.9.2009
In disseminating the
main results of all
your agency’s hard
work on statistics
In making
problematic issues
known
Help the media to be
well informed!
Petteri Baer - UNECE Statistical Division
Slide 9
Relations with the business
community – difficult but rewarding

The business
community is a much
broader target group
than often believed
•
•
•
•
•
•
•
•
•
24.9.2009
Banks
Insurance companies
Big corporations
Medium sized enterprises
Chambers of commerce
Branch organizations
Employers organizations
Foreign companies
Etc.
Petteri Baer - UNECE Statistical Division
Slide 10
The research community – aspects
for building good relations
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Co-operation in methodological development
Recruitment of new statistical professionals
Promoting the use of statistical information in
general
Continuous pressure for providing good
metadata
Finding ways for a broader use of microdata
without violating confidentiality
24.9.2009
Petteri Baer - UNECE Statistical Division
Slide 11
Other important stakeholders and
users of a statistical information
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Libraries
Educational institutions
International organizations
Non-governmental
organizations (NGOs)
•
Trade unions
• Social issues
• Environmental issues

Information brokers
•
Information service agencies
• Business intelligence systems
• Knowledge managements
systems
24.9.2009
Petteri Baer - UNECE Statistical Division
Slide 12
More and more statistical publication
takes place on the internet…
Internet hosts in the World
in the beginning of each year
* Millions *

500
450
433

400
350
300

250
This is a very positive
development
Availability and
accessibility of official
statistics has grown
substantially
In the beginning of the
year 2008
200
•
147
150
100

50
16
0.00002
0.03
0.7
1982
1987
1992
>500 Million internet hosts in
the world!
This also increases
pressure on timeliness
0
24.9.2009
1997
2002
2007
Petteri Baer - UNECE Statistical Division
Slide 13
But note:
– There are traps on the way!
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24.9.2009
Just putting your
information on your web
site does not
automatically mean it is
utilized
Even though your web
information is utilized, it
does not mean that your
most important users
make use of it
Petteri Baer - UNECE Statistical Division
Slide 14
Traps on the way, continued
All potential
users
These guys
are real users
Heavy
user
24.9.2009
 You may cover only a tiny
share of your potential users
- but not recognize it!
Petteri Baer - UNECE Statistical Division
Slide 15
Traps on the way, continued

Counting the
popularity of your
web site by “hits”
may deceive you
because
•
24.9.2009
a substantial part of
the “fabulous growth”
comes from search
engines checking if
you have any new
information
Petteri Baer - UNECE Statistical Division
Slide 16
Very often you do not really know,
who your users are, when you provide
services on the internet
24.9.2009
Petteri Baer - UNECE Statistical Division
Slide 17
The importance of good
contact information

User lists
•
•
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24.9.2009
Existing customers and
contacts
Regular and heavy users
of economical statistics
Contact directories
Feedback contacts
 Contact / Customer
database
 Customer
Relationship
Management (CRM)
Petteri Baer - UNECE Statistical Division
Slide 18
For good user interaction at least a
Customer Database is needed
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24.9.2009
For contacting
For surveys on
satisfaction or
dissatisfaction
For presenting new
targeted services
For other forms of
interaction
Petteri Baer - UNECE Statistical Division
Slide 19
Customer Database
Functions Information providers Information users
Customer
service
Customers
Customer
intelligenc
e
Management
Lead
intelligence
Informatio
n
retrievals
Contact
intelligence
Campaign
intelligence
Product
development
Project
Quote
intelligence
intelligence
Administration
24.9.2009
Development
projects
Marketing
Project
Sales Petteri Baer - UNECE
Statistical Division
groups
Slide 20
Statistical agencies profit much
from active and critical feedback (1)
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24.9.2009
Having more
feedback will help us
to develop our
services
Interaction with
critical customers will
help us in having a
positive pressure
on performing
better
Petteri Baer - UNECE Statistical Division
Slide 21
Statistical agencies profit much
from active and critical feedback (2)
24.9.2009

A demanding
customer is like a
grain of sand within
the mussel. It
doesn’t feel good but
the result may be a
beautiful pearl!
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Thank you for your
attention!
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[email protected]
Petteri Baer - UNECE Statistical Division
Slide 22
United Nations Economic Commission for Europe
Statistical 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
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More than 100 000 individual internet users monthly
(with a population of 5 Million)
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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
24.9.2009
Petteri Baer - UNECE Statistical Division
Slide 24
Responsibilities of customer care
1. Central government
in Statistics Finland
2. Local government
Centralised:
customer process
customer database Responsibility
3. Corporations and
enterprises
4. Research Institutions
5. Educational Institutions
6. Others
for c-database
Resp. for customer portfolio
Strategic customers
- 15 organisations
Key customers
- 33 organisations
24.9.2009
Resp. for
customer
Petteri Baer - UNECE Statistical Division
Slide 25
Number of customers according to
Segments in Statistics Finland,
End of 2005
 Corporations and
enterprises
13 466
 Educational Institutions
2 344
 Local Government Bodies
2 258
 Organisations
1 464
 Foreign customers
802
 Central Government
681
 Libraries
657
 Research Institutions
520
 Others
35
 Without segment value (in
1 433
2005)
24.9.2009
Petteri Baer - UNECE Statistical Division
Slide 26
Different users prefer
different services
Statistics Finland, R eporting of Sales in the years 2002-2005
w ith a sp ecial fo cu s o n th e year 2005
9 .2 .2 0 0 6 /P e tte ri B a e r
M ost purchased product group
P u rc h a s e s o f S ta tis tic s F in la n d 's c h a rg e a b le p ro d u c ts a n d s e rvic e s in 2 0 0 5
S econdly m ost purchased product group
T hirdly m ost purchased product group
C en tral g o v ern -C o rp o ratio n s L o cal
P ro d u u ct G ro u p
R esearch
N G O s & o th er
E d u catio n al
F o reig n
In s titu tio n s
C u s to m e rs
3 9 2 ,7 3 4
3 1 1 ,4 0 3
3 ,2 3 1
1 2 ,7 9 9
9 0 ,2 9 4
0
2 6 6 ,4 9 9
6 4 ,0 8 5
1 7 3 ,9 8 6
1 5 6 ,8 6 1
9 5 ,9 6 1
1 9 ,6 3 6
4 ,7 8 8
1 5 ,2 0 0
4 8 8 ,5 0 0
1 0 6 ,5 8 2
2 5 ,2 2 8
0
1 3 ,0 0 0
0
6 4 ,1 1 3
5 1 7 ,7 4 3
6 9 ,0 8 0
4 0 ,2 5 5
4 6 ,0 2 4
7 0 ,3 0 6
6 ,5 1 0
79
3 8 ,6 9 2
4 0 4 ,7 0 7
1 0 7 ,5 2 9
5 8 ,1 4 7
2 8 ,3 1 9
0
1 6 ,3 0 6
3 ,4 7 1
0
5 ,3 6 2
1 0 5 ,2 4 5
5 1 ,3 0 1
1 1 ,8 0 4
3 ,4 7 2
4 ,9 3 0
9 ,2 1 3
220
0
C u sto m e r T ra in in g
3 1 ,9 6 6
3 2 ,8 4 9
1 6 ,9 9 2
7 ,8 4 7
1 2 ,9 7 2
1 ,1 7 3
8 ,0 6 5
0
0
M in ise rrvice s
1 1 ,5 0 5
2 9 ,6 1 4
1 5 ,0 4 5
1 2 ,8 7 3
1 5 ,4 7 6
230
468
2 ,4 2 4
290
E le ctro n ic p u b lica tio n s
1 4 ,7 4 0
2 8 ,4 0 5
4 ,0 7 7
2 ,6 7 6
1 4 ,1 1 5
2 ,6 0 0
1 ,2 1 8
1 ,3 5 7
186
C o n su lta tio n se rvice s
3 ,2 9 8
4 ,0 3 6
1 4 ,1 0 0
0
7 ,0 0 0
0
0
8 ,2 7 5
0
"S ta n d a rd p ro d u cts"
2 ,0 7 8
1 9 ,6 4 3
6 ,8 2 5
2 ,6 5 1
1 ,9 8 7
477
140
759
0
616
5 ,0 4 8
2 ,5 6 2
0
268
112
8 ,0 9 4
0
0
2 ,7 1 3
1 ,8 1 7
166
447
3 ,0 0 1
1 ,0 2 9
173
871
13
T o tal
2,938,615
1,536,014
1,345,530
913,945
657,171
191,547
111,863
87,926
69,374
36,709
34,560
16,700
10,230
2 ,3 3 9 ,9 7 6
1 ,7 1 8 ,2 9 7
1 ,4 4 5 ,4 1 9
1 ,1 1 0 ,8 4 4
7 1 8 ,8 3 6
2 4 1 ,8 9 5
2 2 2 ,7 4 3
1 4 6 ,8 1 7
5 ,3 5 6
7 ,9 5 0 ,1 8 4
m e n t Ad m in is tra
an
tio
d nEsn te rp ris eAd
s m in is tra tio Inn s titu tio n s O rg a n is a tio n s L ib ra rie s
S p e cia l co m p ila tio n s
1 ,3 3 9 ,0 1 8
3 6 1 ,7 5 5
4 2 7 ,3 8 0
P u b lica tio n s
1 8 6 ,2 8 2
5 6 7 ,9 1 6
In te rvie w se rvice s
6 0 3 ,8 7 0
9 3 ,1 5 0
N e two rk se rvice s
9 9 ,8 3 5
R e giste r se rvice s
O th e r p ro d u cts a n d se rvice s
C o m m issio n se rvice s
O th e r se rvice s
To ta l
1.
2.
3.
4.
O th e rs
N o tify th e b ig d ifferen ces in th e m o st p u rch ased p ro d u ct g ro u p s b etw een th e d iffern t C u sto m er S eg m en ts!
O bserve the fact that "S pecial com pilations" can range from the m ost com plicated to the sim pliest service, that doesn't fit in to the other definitions!
P art of "M iniservices" include com pilations, part of "S pecial com pilations" include m iniservices, part of Interview services include both
T he groups "O ther products and services", "S tandard products", "N etw ork services" and "E lectronic publications" are all m ainly electronic services
24.9.2009
Petteri Baer - UNECE Statistical Division
Slide 27
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
24.9.2009
Petteri Baer - UNECE Statistical Division
Slide 28
Main steps in organising CRM-work
to define main customer groups
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
24.9.2009
Petteri Baer - UNECE Statistical Division
...to
organise
customer
segment
teams and
nominate
the people
in charge of
relations
with
customers
Slide 29