1 Work Session on Statistical Dissemination and Communication (12-14 September 2006) topic (i) Communicating effectively on the Web

2 Chez INE Our Statistical Restaurant: how to serve and present our courses Dissemination Technologies Unit Dissemination Technologies Unit Statistical Dissemination Directorate INE - Spain keep the customer satisfied and keep the customer satisfied

3 Two completely different types of business: Chez gourmet (Gastronomy) -A professional and balanced team of waiters, cooks, sommeliers, chef.. -Good ingredients -Appropriate preparation -Meticulous presentation -Quickly served -Suitable prices -Pleasant and enjoyable atmosphere Goal: satisfied customers, who also come back again. Chez INE (Statistics) -Professional team of designers, developers, statisticians... -Correct data -Appropriate processes -Easy to find information -Timely published -Free of charge -Other data of interest Goal: satisfied users, who also come back again. … or maybe not so different?

4 Questions, or most frequent doubts in users of both businesses, along with answers provided in our website (1): 1.- An easily readable menu, where 'dish' content can be understood both by experts and neophytes: For a specialist: The same, but for non specialists is: 2.- Keeping national users in mind, and users in other languages too: Possibility of switching languages in practically the whole web, not just the Home page.

5 Questions, or most frequent doubts in users of both businesses, along with answers provided in our website (2): 3.- Providing customers (users) with an easy way of repeating their choices in their next visit: Making our website almost totally 'bookmarkable' 4.- Enabling users to choose how they want to receive their data requests Easily configurable results screen

6 Questions, or most frequent doubts in users of both businesses, along with answers provided in our website (3): 5.- Making choices easier... through Chef suggestions: - Recommended links in the search section - Or, predefined series lists in our Series Bank 6.- A complaints 'book' (constantly attended) is available for customers. By filling out an e-form which is recieved in the proper department, depending on the question asked.

7 Questions, or most frequent doubts in users of both businesses, along with answers provided in our website (4): 7.- How to try to make users understand our menu or offer of new services: a. using user friendly icons: b. testing our web in main browsers: Cart or basket Series Delete some item

8 Questions, or most frequent doubts in users of both businesses, along with answers provided in our website (5): 8.- Taking care of the way we present our 'dishes': Working meticulously in the way we present our services ( ex.: exports in enriched Excel format ) a. Index of an excel book: b. An Excel worksheet from the previous book:

9 Questions, or most frequent doubts in users of both businesses, along with answers provided in our website (6): 9.- How to make the time spent in our website more enjoyable: Providing complementary information: some odd data, other indicator synthesis… a. Odd data: b. Synthesis of national economic data: 10.- Finally, as in a restaurant, we provide information on the 'date of preparation' of our data.

10 Final Summary We use some easy creative tricks in order to improve the success of our website, thats in order to communicate efficiently our data on Internet.

11 Fernando Villa Benito Dissemination Technologies Unit Statistical Dissemination Directorate INE - Spain Conclusion: as the song goes … Keeping the customer satisfied is our main objective. Thank you very much for your attention Chez INE