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United Nations Economic Commission for EuropeStatistical DivisionUnited Nations Economic Commission for EuropeStatistical 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
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 2
Good user relations are important, because…
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
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 3
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
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 4
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?
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 5
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 6
Proactive is the magic word
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 • Fundamental Principles of the UN • The Generic Statistical Business Process Model,
developed by the UNECE and Eurostat
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 7
The importance of user friendly Database services 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 8
In the East European, Caucasus and Central Asian countries
…the top layer of the state administration is usually well served with statistical information
• President’s office • Ministries• Central Bank
But what about other stakeholders?
District and local administrations needs?
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 9
The media is our partner
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!
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 10
Relations with the business community – difficult but rewarding
The business community is a much broader target group than often believed
• Banks• Insurance companies• Big corporations• Medium sized enterprises• Chambers of commerce• Branch organizations• Employers organizations• Foreign companies• Etc.
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 11
The research community – aspects for building good relations 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 12
Other important stakeholders and users of a statistical information
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 13
More and more statistical publication takes place on the internet…
This is a very positive development
Availability and accessibility of official statistics has grown substantially
In the beginning of the year 2008
• >500 Million internet hosts in the world!
This also increases pressure on timeliness
Internet hosts in the Worldin the beginning of each year
* Millions *
0.00002 0.03 0.716
147
433
0
50
100
150
200
250
300
350
400
450
500
1982 1987 1992 1997 2002 2007
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 14
But note:– There are traps on the way!
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
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 15
All potentialusers
These guysare real users
Heavy user
Traps on the way, continued
You may cover only a tinyshare of your potential users- but not recognize it!
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 16
Traps on the way, continued
Counting the popularity of your web site by “hits” may deceive you because • a substantial part of
the “fabulous growth” comes from search engines checking if you have any new information
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 17
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 18
The importance of good contact information
User lists• Existing customers and
contacts• Regular and heavy users
of economical statistics Contact directories Feedback contacts Contact / Customer
database Customer
Relationship Management (CRM)
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 19
For good user interaction at least a Customer Database is needed
For contacting For surveys on
satisfaction or dissatisfaction
For presenting new targeted services
For other forms of interaction
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 20
Marketing
Customers
Mana-gement
Adminis-tration
Sales
Product development
Developmentprojects
Customerintelligence
Project intelligence
Contactintelligence
Lead intelligence
Informationretrievals Quote
intelligence
Campaignintelligence
Customer Database
Customerservice
Functions Information providers Information users
Projectgroups
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 21
Statistical agencies profit much from active and critical feedback (1)
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
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 22
Statistical agencies profit much from active and critical feedback (2)
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!
Thank you for your attention!
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
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 24
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
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 25
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
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 26
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
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 27
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
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 28
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 29
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