Building Relationships with Users and Customers in a Systematic Way Meeting on Dissemination and Marketing issues at the SSSU 13 November 2015 Petteri Baer

What do we want as statisticians? － Mission The main task of any Statistical Agency is to provide reliable and objective information about the nation … about the observed phenomena – for everyone The word “Statistics”, what it originally meant … and today? － Vision Official statistics should be seen as a brand in competition with other information providers. Official statistical information should be developed into being the primary source of reliable information – for everyone Nota bene: Both these points have a strong influence on our service development. How do we find out the best way for development? Whose voice will be heard? Aren’t there numerous voices to be heard? Petteri Baer 13 November 2015

Yesterday evening I received a new document with a very interesting headline… － ПОЛИТИКА РАСПРОСТРАНЕНИЯ СТАТИСТИЧЕСКОЙ ИНФОРМАЦИИ ОРГАНАМИ ГОСУДАРСТВЕННОЙ СТАТИСТИКИ － 2 pages － Altogether 15 paragraphs Petteri Baer 13 November 2015

My first reaction on this recently worked out SSSU Strategy Document on Dissemination － I’m sorry to say the following –It is just a smooth and very general enlisting of very general principles –It is not providing clear information about what the goals are, what the next targets will be, which sort of implementation sequence is expected to be worked out –It’s passive, not proactive –So – much still to be done! 13 November 2015

We can learn much from other’s experience – e.g. the very interesting results of a recent User survey in an earlier Soviet Republic Petteri Baer13 November 2015 The role most characteristic of the Statistical Agency in users’ opinion

Customer Service Principles of Statistics Finland We are easy to approach We serve our customers flexibly and efficiently We attend carefully to the needs of our customers We operate fast and with precision We keep our customers up-to-date We learn continuously from our customers 6Petteri Baer13 November 2015

Why segment users? Shouldn’t we serve everybody in the same way? Different user segments have different need structures of statistical information. Everybody benefits from developing increased service abilities for the different users of statistics! Media Government bodies Local administration bodies Corporations and enterprises Research institutions Educational institutions Non-Governmental organizations (NGOs) Others Petteri Baer7

Different user groups have different need structures Consequently they have varying demands for statistical services Business people versus researchers Local authorities – comparisons with other local authorities and with the average NGOs, lobbyists – focus on the themes, relevant for their interest group It is not wise to serve them all with the same common approach 8Petteri Baer13 November 2015

Dialogue with customer and analysis of customer behaviour More information about present and forthcoming needs of the customer More efficient marketing and service profile to customer The value of the customer relationship grows for both parties Willingness of both parties to invest both time and money in building the customer relationship Growth of customer loyalty and consolidation of the customer relationship More activities responding to real customer needs More efficient customer contacting and a decline of contacts made in vain A LEARNING CUSTOMER RELATIONSHIP 9Petteri Baer13 November 2015

Three magic letters in support of a systematic approach towards users C R M ” …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 Petteri Baer1013 November 2015

What is Customer Relationship Management - CRM? 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 so far been done in building customer relations. It makes it possible to PLAN and perform new interactions more effectively taking into account the accumulated experience. 11Petteri Baer 13 November 2015

CRM – A Technical Tool? CRM is NOT only or mainly a technical tool… It is… a sophisticated system and work culture, where customers and potential customers can be dealt with, assisted by modern information technology, according to their own customer behaviour the Statistical Agency’s own definitions of customer relationship levels and -policies the self-expressed wishes of customers – recorded and taken note of by the Statistical Agency 12Petteri Baer 13 November 2015

Customer-oriented services and products by means of CRM The goal of Customer Relations Management 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 All this helps to build relations between users and producers of statistical information in a good and for everybody more satisfactory way Systematically and with good results obtained 13Petteri Baer 13 November 2015

How to find out users’ and customers’ needs? Previous use and purchases of statistical information Focus groups Personal contacts (seminars, visits, customer training etc.) Interviews Development Projects Simply comparing similar customers 14Petteri Baer 13 November 2015

By With a web form Ask about statisticsAsk about statistics By telephone , from Monday to Friday between 9 am and 4 pm Through a chat service Service point at Statistics Finland’s library is open on weekdays as agreed Help and support is provided to users for information search and use of statistics 13 November 2015Petteri Baer15

The Chat Channel appears automatically on the web when the customer visits certain web pages Information professionals answer from Monday to Friday between 9 am and 4 pm At other times, the question is forwarded to a mailbox and it is responded to on the next weekday Around 150 questions arrive to the service every month The Chat Channel in the web service of Statistics Finland makes contacting easy 13 November 2015Petteri Baer16

Intermediate conclusion In the SSSU there is a need to build up a system and a corporate culture, which supports systematic work in developing customer and user relations. 13 November 2015

Intermediate conclusion (2) Wasn’t that what was strongly highlighted in the Concluding Session of the Twinning project yesterday? By ALL presenters! 13 November 2015

We have trade-offs in providing statistical services - almost on a daily basis Accuracy is a must – but what about timeliness? Relevance is a must – but what about needs specific only to one or a few users? Remember: Only used statistics are useful statistics! 13 November 2015

Basic quality demands for providing good statistical services Q= Relevance Accuracy Timeliness Punctuality Accessibility Clarity and Comparability 20Petteri Baer13 November 2015

Who bears the responsibility that communication with users works well? Is it the individual statistician, the subject- matter expert? Program managers? Information & PR Unit? Or – Is it a challenge for the top management? Who should bring in a systematic approach on building user relations, if it is missing? 13 November 2015

User relations are a strategic issue User relations are directly linked to the strategic scope of the Agency: Mission, Mandate Capabilities Responsibilities Resources Vision about the future Corporate values 13 November 2015

Back to the basics: Who are our stakeholders? Government & Ministries Parliament The National Bank & other central government agencies Regional & local governing bodies Is THIS the list? 13 November 2015

One way to categorize users Central administration Local administration Corporations and enterprises Educational institutions and public libraries Research institutions Organizations, NGOs Media 13 November 2015

A modulated approach - Basics for efficient user services The importance of A good information architecture Effective databases Metadata information available Linking identifications exist between different data XML helps to build electronic bridges 13 November 2015

Goals related with the development of the relations to users of statistics + Defining the next steps how to get there  To increase the knowledge about official statistics and the usage of statistical products and services.  To develop as the provider of information service, providing statistics in user-friendly ways.  To became a customer-oriented and learning institution that provides customers with statistics which meet the different users’ needs.  To increase the financial resources of the Statistical Agency in support of development and proactivity in building relations to users and customers. Petteri Baer13 November 2015

Product development/ planning workflow (from up to down) 1.User needs 2.Output description (statistical programme) 3.Design principles 4.Interviewer or self service, client support and specifying Petteri Baer13 November 2015

Statistical production workflow (from bottom to top) A.Filled questionnaire and changes in contact details B.Source data and quality report C.Output (cubes, articles, inquiry responses etc) and clarifications D.Products and services, customer support Petteri Baer13 November 2015

However – the organizational issues are already another story － Thank you for your attention － Remember: –Only used statistics are useful statistics － － Petteri Baer Marketing Manager & International Consultant － A learning Customer Relationship 13 November 2015

Remember: Only used statistics are useful statistics! Petteri Baer