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
Training Workshop on Disseminating MDG
Indicators and Statistical Information
Astana, Kazakhstan, 23-25 November 2009
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”
•
25.11.2009
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
25.11.2009
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!
25.11.2009
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
25.11.2009
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
25.11.2009
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 systematic follow-up and planning of
interaction with regular and heavy users
Example NSI:s: Canada, Finland, Estonia
Business Intelligence systems
25.11.2009
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
•
25.11.2009
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
25.11.2009
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
25.11.2009
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.
25.11.2009
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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25.11.2009
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
•
their own customer behaviour
• the CSO’s own definitions of customer
relationship levels and -policies
• the self-expressed wishes of customers
25.11.2009
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
25.11.2009
Petteri Baer - UNECE Statistical Division
Slide 14
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
25.11.2009
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
25.11.2009
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
25.11.2009
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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7
8
9
10
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
25.11.2009
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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25.11.2009
“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?
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


25.11.2009
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
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
25.11.2009
Petteri Baer - UNECE Statistical Division
Slide 22
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
25.11.2009
Resp. for
customer
Petteri Baer - UNECE Statistical Division
Slide 23
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)
25.11.2009
Petteri Baer - UNECE Statistical Division
Slide 24
Different users prefer
different services
Statistics Finland, Reporting of Sales in the years 2002-2005
with a special focus on the year 2005
9.2.2006/Petteri Baer
Most 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
Foreign
Produuct Group
Total
ment Administrations
and Enterprises
Administration
Institutions Organisations Libraries
Institutions
Customers Others
2,938,615
Special compilations
1,339,018
361,755
427,380
392,734
311,403
3,231
12,799
90,294
0
1,536,014
Publications
186,282
567,916
266,499
64,085
173,986
156,861
95,961
19,636
4,788
1,345,530
Interview services
603,870
93,150
15,200
488,500
106,582
25,228
0
13,000
0
913,945
Network services
99,835
64,113
517,743
69,080
40,255
46,024
70,306
6,510
79
657,171
Register services
38,692
404,707
107,529
58,147
28,319
0
16,306
3,471
0
191,547
Other products and services
5,362
105,245
51,301
11,804
3,472
4,930
9,213
220
0
111,863
Customer Training
31,966
32,849
16,992
7,847
12,972
1,173
8,065
0
0
87,926
Miniserrvices
11,505
29,614
15,045
12,873
15,476
230
468
2,424
290
69,374
Electronic publications
14,740
28,405
4,077
2,676
14,115
2,600
1,218
1,357
186
36,709
Consultation services
3,298
4,036
14,100
0
7,000
0
0
8,275
0
34,560
"Standard products"
2,078
19,643
6,825
2,651
1,987
477
140
759
0
16,700
Commission services
616
5,048
2,562
0
268
112
8,094
0
0
10,230
Other services
2,713
1,817
166
447
3,001
1,029
173
871
13
Total
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 both
4. The groups "Other products and services", "Standard products", "Network services" and "Electronic publications" are all mainly electronic services
25.11.2009
Petteri Baer - UNECE Statistical Division
Slide 25
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
25.11.2009
Petteri Baer - UNECE Statistical Division
Slide 26
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
25.11.2009
Petteri Baer - UNECE Statistical Division
...to
organise
customer
segment
teams and
nominate
the people
in charge of
relations
with
customers
Slide 27
Basic statistics an infrastructure of modern society
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Basic statistical information is a tool for safeguarding
democracy
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In order to participate in decisions of society, citizens should
have access to basic information on structures, development
Statistics serves decision making
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25.11.2009
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 28
In a world with growing information
overflow a tough question is:
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Will Official Statistical Agencies in the
future have the role of a key provider of
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correct, objective, non-partial, non-biased,
understandable, comparable and easily accessible
information, relevant to stakeholder and user
needs?
Or will they degenerate into
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25.11.2009
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 29