Transcript United Nations Economic Commission for Europe Statistical Division From simple user lists and Excel spreadsheets to a sophisticated CRM System User lists are of core.

United Nations Economic Commission for Europe
Statistical Division
From simple user lists and
Excel spreadsheets to a
sophisticated CRM System
User lists are of core value to Statistical Agencies
Presentation in the Central Bureau of Statistics of
the Republic of Croatia
Zagreb, Croatia, 4 - 5 November 2008
Petteri Baer, Regional Adviser, UNECE
Why is it so important for official
statistics to build relationships? (1)
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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”
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4-5.11.2008
Lauri Viita, Finnish author
Petteri Baer - UNECE Statistical Division
Slide 2
Why is it so important for official
statistics to build relationships? (2)
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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
4-5.11.2008
Petteri Baer - UNECE Statistical Division
Slide 3
Why is it so important for official
statistics to build relationships? (3)
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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!
4-5.11.2008
Petteri Baer - UNECE Statistical Division
Slide 4
How to find out
customers’ needs? (1)
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Previous purchases of statistical information
Focus groups
Personal contacts (seminars,
visits etc.)
Interviews
Comparing similar customers
4-5.11.2008
Petteri Baer - UNECE Statistical Division
Slide 5
How to find out
customers’ needs? (2)
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Business Intelligence
Media
Annual reports of customers
==> Learning to understand core ideas
of the value production of customers
and the needs of statistical
information connected with these core
ideas
4-5.11.2008
Petteri Baer - UNECE Statistical Division
Slide 6
Tools assisting work for better
satisfaction of user needs
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Simple, but well structured MS Excel tables
Use of MS Access structures
Customer databases
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Customer Relationship Management system
（CRM）
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Information on regular and heavy users
For good and systenmatic follow-up and planning of
interaction with regular and heavy users
Example NSO:s: Canada, Finland, Estonia
Business Intelligence systems
4-5.11.2008
Petteri Baer - UNECE Statistical Division
Slide 7
What is CRM? (1)
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Customer Relationship Management
Not marketing in general
Theoretical roots: Nordic School of Marketing
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Service marketing
One to one marketing
Relationship marketing
Building relations to users
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4-5.11.2008
Bulgaria!!
Petteri Baer - UNECE Statistical Division
Slide 8
Growth of customer loyalty
and consolidation of the
customer relationship
Dialogue with
customer and
analysis
of customer
behaviour
Willingness of both parties
to invest both time and money A LEARNING
and money in building the
CUSTOMER
RELATIONSHIP
customer relationship
More information about
present and forthcoming
needs of the customer
More efficient marketing
and service profile to customer
The value of the customer
More activities responding to
relationship grows for
real customer needs
both parties
More efficient customer
contacting and a decline
of contact built in vain
4-5.11.2008
Petteri Baer - UNECE Statistical Division
Slide 9
From product marketing
to marketing activities based on
customer interaction plans
Customer’s
needs
Key and Partnership Customers
Customer
analysis
Customer
interaction plan
Service providing and
customer information
Statistics Finland
The NSO’s
possibilities
and goal settings
4-5.11.2008
Petteri Baer - UNECE Statistical Division
Slide 10
What is CRM? (2)
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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.
4-5.11.2008
Petteri Baer - UNECE Statistical Division
Slide 11
In Statistics Finland…
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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
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4-5.11.2008
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
Petteri Baer - UNECE Statistical Division
Slide 12
CRM – A Technical Tool?
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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
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their own customer behaviour
• the CSO’s own definitions of customer
relationship levels and -policies
• the self-expressed wishes of customers
4-5.11.2008
Petteri Baer - UNECE Statistical Division
Slide 13
Customer-oriented services
and products by means of CRM
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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
4-5.11.2008
Petteri Baer - UNECE Statistical Division
Slide 14
Customer-oriented services
and products by means of CRM
• Set goals for meeting customer
requirements
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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
4-5.11.2008
Petteri Baer - UNECE Statistical Division
Slide 15
Systematic contact building has given
good results in Statistics Finland
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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
4-5.11.2008
Petteri Baer - UNECE Statistical Division
Slide 16
Development of Customer Relations
Management (CRM) Customer Relationship Management
Steps taken in 1992-2002
Education Project 2001-2002
Customer service
standards
from 2001 -
Customer Database from 2000
Customer Feedback Channel
on the Internet from 1999 Balance Scorecard Strategy
Dissemination Strategy 1998
Customer core
process analysis 1997
Customer Database
definition work group 1996
Customer Surveys 1992 .. 1997
4-5.11.2008
1998 1999 2000 2001 2002
2003 2004 2005 ..
Petteri Baer - UNECE Statistical Division
Slide 17
User needs are specific
– not “general”
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No errors in basic data
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Delivery on time
Delays are reported
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Data supplied in desired form
Comparability of data
Customer is taken into consideration
Friendly staff
Finding the right persons
Accessibility of staff
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Data delivered with speed
Data up-to-date
Information about the data/service
Data meets demand
Tailored data value for money
4-5.11.2008
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 systematic way to keep track
Petteri Baer - UNECE Statistical Division
Further processing of data sufficient
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Slide 18
Wise Words of
Dr. Samuel Johnson
(1709-1784)
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“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?
4-5.11.2008
Petteri Baer - UNECE Statistical Division
Slide 19
But – that’s once again
another story
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Thank you for your
attention
Remember:
•
A learning
Customer
Relationship
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4-5.11.2008
You cannot learn to
swim if you don’t go
into the water
petteri.baer@
unece.org
www.unece.org/stats
Petteri Baer - UNECE Statistical Division
Slide 20