United Nations Economic Commission for Europe Statistical Division So who are all these customers anyway? First steps towards effective customer management UNECE Work Session on Statistical.
Download ReportTranscript United Nations Economic Commission for Europe Statistical Division So who are all these customers anyway? First steps towards effective customer management UNECE Work Session on Statistical.
United Nations Economic Commission for Europe Statistical Division So who are all these customers anyway? First steps towards effective customer management UNECE Work Session on Statistical Dissemination and Communication – Geneva, 13-15 May 2008 Contents Starting from zero Our first user survey Other sources of user information Improving our services Conclusions 07 November 2015 Steven Vale - UNECE Statistical Division Slide 2 Starting from zero We started disseminating data on the Internet in 2005 The number of downloads grew steadily We knew nothing about these users How could we improve our dissemination service? 07 November 2015 Steven Vale - UNECE Statistical Division Slide 3 Our first user survey Launched Autumn 2007 on database web site 10 questions 162 responses (target 100) 07 November 2015 Steven Vale - UNECE Statistical Division Slide 4 Results: Type of user M e d ia Ind ivid ua l O the r Na tio na l S ta tistica l O ffice P riva te b usine ss Na tio na l g o ve rnm e nt Inte rna tio na l S tud e nt o rg a niza tio n / NG O A ca d e m ic / re se a rch 07 November 2015 Steven Vale - UNECE Statistical Division Slide 5 Results: Frequency of use 07 November 2015 Steven Vale - UNECE Statistical Division Slide 6 Results: Location 07 November 2015 Steven Vale - UNECE Statistical Division Slide 7 Very poor 1% Poor 1% Results: Data quality Excellent 18% Average 17% Good 63% 07 November 2015 Steven Vale - UNECE Statistical Division Slide 8 Results: User interface Poor 1% Average 23% Very poor 1% Excellent 15% Good 60% 07 November 2015 Steven Vale - UNECE Statistical Division Slide 9 Other sources of information Marketing exercises • Highlighted low awareness of UNECE data Data extraction records • 85% on screen, 10% to Excel • Web addresses stored – many downloads from universities Google analytics • Free service analyzing web site hits 07 November 2015 Steven Vale - UNECE Statistical Division Slide 10 Google Analytics – website hits 07 November 2015 Steven Vale - UNECE Statistical Division Slide 11 Google Analytics – website hits 07 November 2015 Steven Vale - UNECE Statistical Division Slide 12 Improving our services (1) New “Country Overview” data cube to give quick access to key indicators More content in Russian More and better metadata Statistical literacy • New “Statistics Explained” series of articles Improved timeliness 07 November 2015 Steven Vale - UNECE Statistical Division Slide 13 Improving our services (2) Simplified user registration Additional functionality for registered users • Alerts (RSS feeds?) Data quality improvement strategy Annual user surveys Targeted marketing 07 November 2015 Steven Vale - UNECE Statistical Division Slide 14 07 November 2015 Steven Vale - UNECE Statistical Division M ay - 2008 A p r - 2008 M ar - 2008 F eb - 2008 Jan - 2008 D ec - 2007 N o v - 2007 O ct - 2007 Sep - 2007 A u g - 2007 Ju l - 2007 Ju n - 2007 M ay - 2007 A p r - 2007 M ar - 2007 F eb - 2007 Jan - 2007 Downloads (Index) The impact of targeted marketing 350 = Ma rk e tin g C a m p a ig n 300 250 200 150 100 50 0 Slide 15 Conclusions (1) We are just at the tip of the iceberg − but at least we are starting to know how little we know! Building customer knowledge and relations is vital for effective marketing Use all available information sources to get a fuller picture 07 November 2015 Steven Vale - UNECE Statistical Division Slide 16 Conclusions (2) More users = more visibility Happy users = more relevance Visibility and Relevance = Survival! Good customer knowledge and relations are a vital part of future strategy 07 November 2015 Steven Vale - UNECE Statistical Division Slide 17