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United Nations Economic Commission for EuropeStatistical DivisionUnited Nations Economic Commission for EuropeStatistical Division

Building Relationships with Users Systematically

A big Strategic Challenge for Statistical Agencies

Training Workshop on Disseminating MDG Indicators and Statistical Information

Astana, Kazakhstan, 23-25 November 2009Petteri Baer, Regional Adviser, UNECE

4-5.11.2008 Petteri Baer - UNECE Statistical Division Slide 2

Why a CRM-System? (1)

History: Dozens of separate customer lists and small

databases were in use in Statistics Finland with no connection between them

=>No means for centralised updating of data Efficiency of marketing campaigns was fairly low

due to abundant quantities of erroneous contact information

Need to centralize the whole organization’s customer data to one location



Introduction of the CRM System was a way to bring a more systematic approach to the customer service and marketing of the NSI• Means to improve Statistics Finland’s inter-unit co-

operation• Target group selection, reporting, analyses, customer

feedback, project management CRM assisted in strengthening the corporate

image of the NSI


Why a CRM-System? (3) There was also a clear need for a modern

invoicing and customer relationship management system• A separate Invoicing System (“Intime”) was

in use Desirability to develop and implement the

new system to be in interaction with the already existing systems



There was usually very little knowledge about the customer’s previous activities with other units in Statistics Finland• => Every time when contacting Statistics

Finland’s different units a “new” customer relationship was created

• =>Confusion


Expected benefits

Improved customer satisfaction Way to strengthen customer relationships A systematic, uniform and clear customer

process Clear monitoring and planning through the

system Efficiency and better productivity


Development process (1)

The CRM-project started in the year 1996 Interviews with management and staff,

creating overview of needs and expectations, definition of need structures

After 1½ years: A challenging work and implementation plan

Excursions to companies having a CRM system

Meetings with CRM system suppliers


Development process (2)

Decision on purchasing the Applix software in 1999

Start of the building of the customer database Initial data converted from the invoicing system Intime,

crosschecked with Statistics Finland’s Business Register The system was customized for the

operational environment of the CSO Instalment and testing of the new system 32 pilot users tested the pros and cons of

different software


System launch and introduction process

Launched in the year 2000 Information meetings for staff members

introducing CRM and the benefits of the new tool

Telephone and e-mail-support Personal guidance at user’s workstations Written instructions for use Training events organised in computer classes


Obstacles on the path of the introduction of the new system (1)

The system is a tool for the whole of Statistics Finland, not just for individual units => Active user groups could be larger

External customer registers are not automatically updated into the system (both benefit and obstacle)


Obstacles on the path of the introduction of the new system (2)

Technical problems Users do not care enough about the

maintenance of the customer information Users do not have enough time for learning to

use the system and for using it continuously


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


Project management and invoicing

• Project -> Offer -> Agreement -> Invoice

• Easy to follow every stage of the project

Campaign management and target group selection

• Selected customers can be searched by means of customer database variables for targeting marketing campaigns

• Helps to divide campaigns into different stages and makes monitoring of each stage easier

Functions of the CRM System in Statistics Finland (1)


Campaign management and target group selection (continued)

• Helps to divide campaigns into different stages and makes monitoring of each stage easier

Functions of the CRM System in Statistics Finland (2)


Functions of the CRM System in Statistics

Finland (3)

Reporting Large amount of

different reports Reports can be

formed easily by Statistics Finland

Several individual important functions

Sales diary Queries User lists


Three-dimensional account concept


Three dimensional account concept, Contents of information

Account (principal Account (principal customer)customer)

• Principal branch, account category, VAT-number…etc.

• Gathers customer information

together CustomerCustomer

• Address information, purchase history, projects, offers, agreements, segment …etc.

Contact personContact person • Name, title, role, phone, mobile,

fax, e-mail, sales diary entries,

purchase history…etc.


Connections and updates of the CRM-system in Statistics Finland (2005)

STOJ

Intime

Blue book

AdeEko

Operational Guidance and Planning System

1/ per day

Financial Administration System

Saleslead register of potential customer

2 / per year

Intime publication purchase history

1/ per day

Account category 1 / per month

Customer category 1 / per day


Gained benefits by the introduction of a developed CRM System

Centralised system• Helps to co-ordinate joint activities

Easier to avoid double entries More focused direct marketing by means of

versatile target group selection Monitoring of customer processes considerably

easier - possible to systematise activities Knowledge about previous actions with the

customer helps plan future actions


Number and share of users of the CRM System in Statistics Finland

In Statistics Finland the amount of staff amounts to approximately 1 000 persons

The CRM System has at the moment 250 users, around 100 of whom are active users• The object of further work is to integrate more daily

routines into the system• Invoicing and project management functions are used

particularly actively• This provides abundant information on customer

relations


Development made possible by the CRM-System (1)

Compilation of uniform practices and programmes for selected customer groups

More effective sales activities - e.g. cross selling between different products and different units

Profitability and efficiency can be attained by more accurate targeting of activities and campaigns


Development made possible by the CRM-System (2)

Continuous development of the system by collecting information on different user and user group’s needs

Integration into new and existing administrative systems


Segmentation of customers

A more detailed segmentation of the customer database is underway in 2005-2006

Executed with SQL-programming by means of different database variables e.g. business bookkeeping accounts, branches and partial name searches.

Also manual updating needed By segmenting our customer database we

are successful in achievement of deeper and more meaningful understanding of how customers interact with the CSO


Number of customers according to Segments, 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)

13 466

2 344

2 258

1 464

802

681

657

520

35

1 433


The CRM-System is useful because…

The entire organisation benefits from the information the system provides

Helps to analyse the customer structures and developments

Direct- and telemarketing campaigns are 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


Conclusion

You cannot learn to swim if you don’t go into the water!

Thank you for your attention!

[email protected]

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Documents

new system

system efficiency

crm system meetings

crm system suppliers

customer information

customer relationships

customer feedback

statistical information