1. The role of a Customer Relationship Management system in follow-up and development of deeper customer relations Minna Purja-Roman 22 Sept 2015 + Addendum, provided 20 Nov SSSU of Ukraine at Statistics Finland

2. What is CRM? (1) － CRM= Customer Relationship Management ” …is an approach to managing a company’s interaction with current and future customers. It often involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support” (Wikipedia)customerssalesmarketingcustomer service technical support - CRM is much more than just the technology - ”The strategies and systems that can help company to build better relations with its customers.” 22 September 2015Minna Purja-Roman2

3. What is CRM? (2) － Customer-focused thinking through whole organization － Challenging cultural change － Succesfull CRM: –People –Processes –Technology 22 September 2015Minna Purja-Roman3

4. Where to start? -Customer database -Name, contact details, contact persons -To create 360 degree view, add: -Orders, offers, agreements, invoices, marketing activities etc. 22 September 2015Minna Purja-Roman4

5. Why need a CRM system? (1) － Need for centralising customer data to one location –Dozens of separate registers –Customer data decentralised to different locations with no connections between them –No means for centralised updating of data － Way to systematise customer service and marketing –To create customer profiles and segments –Means to improve inter-unit co-operation –Target group selection, reporting, analyses, customer feedback, project management 22 September 2015Minna Purja-Roman5

6. Why need a CRM system? (2) － Need for a modern invoicing and customer management system for customer projects － Possible to develop and work in interaction with the existing systems 22 September 2015Minna Purja-Roman6

7. Statistics Finland’s previous activities 22 September 2015Minna Purja-Roman7 － Collection of contact information from separate contact information registers during direct marketing campaigns –Waste of time? –Efficiency of campaigns impaired because of erroneous contact information － Little knowledge of the customer’s previous activities with Statistics Finland’s other units -> The customer forms a new customer relationship when contacting Statistics Finland’s different units － No comprehensive view of the customer’s activities with Statistics Finland

8. Benefits expected with CRM － 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 22 September 2015Minna Purja-Roman8

9. Benefits gained with CRM － Centralised system –Helps to co-ordinate joint activities － Monitoring of customer projects helps income estimates － 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 to plan future actions 22 September 2015Minna Purja-Roman9

10. Possible obstacles of the introduction of the system － The system is a tool for the whole organization, not just for individual units => Active user groups remain small － External customer registers are not updated to the system － Technical problems － Users do not take care of the maintenance of the most important data － Users do not have enough time for learning to use the system and for using it continuously 22 September 2015Minna Purja-Roman10

11. Key numbers of chargeable customers at SF 22 September 2015Minna Purja-Roman11 Own customer database –About 15,200 accounts (principal customers) –About 30,000 establishment customers –About 45,000 contact persons –About 3000 invoices (year 2014) － 1% customers bring 60% of the income － The most significant customers have several roles － Customers have several contacts to Statistics Finland

12. Segments 22 September 2015Minna Purja-Roman12 Central government Local government Educational institutions Research institutes Enterprises Libraries Organisations Foreign customers Others Without segment value Citizens - Large municipalities - Small municipalities - Employment and Economic Development Centres - Regional councils - Joint municipal boards - Comprehensive schools - Upper secondary schools - Vocational schools and colleges - Polytechnics - Universities - Other research institutes - End-users - Resellers - Suppliers & other values available in the Customer Database

13. Sales by segments in 2014 (1000 €’s) (publications not included) 22 September 2015Minna Purja-Roman13 Central Government2 443 Research Institutes1 160 Local Government1 115 Enterprises813 Organizations371 Foreign Customers207 Libraries103 Educational Institutes85 Citizens24 Total6 320

14. Classification of customers by value segment and size of the segment 22 September 2015Minna Purja-Roman14 Strategic customers Key customers Big customer (measured by sales per 24 months) Middle size customer (-”-) Small customer A (-”-) Small customer (-”-) Non-active Others Prospective

15. Roles of the contact person 22 September 2015Minna Purja-Roman15  Decision-maker  Influential person  Buyer  Statistics contact person  Co-operative partner  Billing contact person  IT person

16. 22 September 2015Minna Purja-Roman16

17. New steps of SF’s CRM in 2015-2016 － Re-newing our CRM system － Interviews with management and staff, creating overview of current situation, collecting needs and expectations － Getting to know the current market and systems available － Use of an experienced CRM-consultant － Now in the process of making the requirement analysis material ready for tendering/competitive bidding for system vendors － We should have decicion ready in the beginning of 2016 － Start to build new system immediately after decicion and be up and running just before summer holidays. 22 September 2015Minna Purja-Roman17

18. New steps of SF’s CRM in 2016 － System launch and introduction process –Infomeetings in auditorium –System user-support –Instructions for use –Training events in computer classes 22 September 2015Minna Purja-Roman18

19. New features? － On cloud － Stronger management of our 6 main processes － Stronger leads － Possibility to expand to different social media tools etc. 22 September 2015Minna Purja-Roman19

20. The End － CRM way of thinking and CRM system is THE KEY in follow-up and development of deeper customer relations! THANK YOU!!! 22 September 2015Minna Purja-Roman20

21. Addendum provided on request by SSSU 20 November 2015, Minna Purja-Roman & Petteri Baer

22. Three-dimensional account concept in the present Applix CRM system of Statistics Finland Principal Customer Establishment Customer Contact person

23. VARIABLES OF THE APPLIX CUSTOMER MANAGEMENT SYSTEM (1) PRINCIPAL CUSTOMER LEVEL － Account ID － Key customer name － Key customer category － Salesleads number － Alphabetical name － Responsibility person － Business ID － Value Added Tax number － WWW address － Telephone number － Turnover category PRINCIPAL CUSTOMER LEVEL, Continued － Personnel category － Principal activity category － Business bookkeeping accounts 2322 September 2015Minna Purja-Roman

24. VARIABLES OF THE APPLIX CUSTOMER MANAGEMENT SYSTEM (2) ESTABLISHMENT CUSTOMER LEVEL － Customer number － Customer name － Customer category － Segment － Salesleads number － Visiting address － Postal address － Postal code － Post office － Municipality code － ESTABLISHMENT CUSTOMER LEVEL, Continued － Region code － Sub-regional unit code － Industry code － Country code － Personnel category － Turnover category － Telephone number － Telefax number － Business bookkeeping account of Statistics Finland 2422 September 2015Minna Purja-Roman

25. VARIABLES OF THE APPLIX CUSTOMER MANAGEMENT SYSTEM (3) ESTABLISHMENT CUSTOMER LEVEL, Continued － Type of establishment (main establishment or secondary establishment) － Domicile － Language 2522 September 2015Minna Purja-Roman

26. VARIABLES OF THE APPLIX CUSTOMER MANAGEMENT SYSTEM (4) CONTACT PERSON LEVEL － Contact person number － First name (Given name) － Last name (Surname) － E-mail address － Telephone number － Mobile telephone number － Telefax number － Job title － Occupational code － Role in decision making － Department － Salesleads number － 2622 September 2015Minna Purja-Roman

27. Name Responsibility person Principal cust. No VAT number Projects Offers/Contracts Sales diary Contact persons PurchasesHierarchy Ended contracts Establishments Other info MemoBranch Activity category Alphabetical name Principal Customer Level Every tab contains information Salesleads No Business ID Business bookkeeping account

28. Customer No Name Visiting address Phone Postal address Postal code Purchases in last 24 months Segment Postal code Website Type of establisment Province Municipality Region code Country Personnel Turnover Domicile Account category Foreign address Every tab contains information Memo Other offices Contact persons Projects Offers/Contracts Billing address Purchases Invoicing date Product No. Product name Number of items Price without tax Price with taxSales No. User lists Ended contracts Branches Establishment Customer Level Salesleads No Customer category from 1 to 9 Business bookkeeping account

29. Firstname Lastname Phone Mobile E-mail Sales diary Contact person No User listsCampaignsCourses PurchasesSend e-mail References Contact information Memo E-mail marketing permission Direct marketing prohibition Contact Person Level Salesleads No Principal cust. name Principal cust. No Customer No Customer name Visiting address Postal code Municipality Account category ’Other info’ tab contains the contact person’s title and role.

30. Please, take note of the following － What has been presented above is the way the Customer Relationship Management system, presently in use in Statistics Finland is working today － However, also note that this system was obtained and fine-tuned for our interests 15 years ago, so both the technique and the need structures are fairly old. Some of the elements start to be obsolete － This is why Statistics Finland today (autumn 2015, winter 2016) is in the process of obtaining a new, more modern CRM system － So do NOT copy directly the way we are working now – make efforts to find a new and modern CRM system, which works well and has support services in YOUR work environment ! － And remember – CRM is NOT mainly about technology, it is about organizational culture. But technology can certainly be of good assistance in renewing the organizational to focus on users. 22 September 2015Minna Purja-Roman30

31. With renewing its CRM software, Statistics Finland aims at the following goals (1) － Improved assistance in controlling the flow of complicated assignments and preparation processes so that the flow “Lead  Business opportunity  Offer  Service providing  Invoicing  Feedback & Follow-up  New Round and New Level of Service providing” will work well and in a user friendly way － Better possibilities to predict the Offer and ongoing Assignment Stock and the needed Work Hours, based on information from other operative software systems － Basic templates for making offers and agreements directly integrated to our e-mail system (Microsoft Outlook in our case) － Automatic production of Distribution lists of statistical information materials (both electronic and printed materials!), based on existing assignments and orders 22 September 2015Minna Purja-Roman31

32. With renewing its CRM software, Statistics Finland aims at the following goals (2) － Easy working bridges to the e-mail system Statistics Finland is presently using (i.e. Microsoft Outlook) － Invoicing ability, together with a checking ability of the invoice and assignment being in harmony with each others － Control and follow-up of both chargeable and non-chargeable service providing with the same tool in an integrated way － Also a more direct connection to the web site is planned to be organized, e.g. a person who has registered him/herself for participating in a training event or a presentation, would also be sent a reminder or/and an invoice through a semi-automatic part of the communication process － New features of CRM, related to now developments in social media 22 September 2015Minna Purja-Roman32