Effective Communication of Statistical Information Consultation Mission on Promoting the activity and Creating a positive image of the Ukrainian State Statistical bodies Kiev, Ukraine 9 – 12 December 2014 Petteri Baer, Marketing Manager, Statistics Finland

Kiev 9-12 December 2014 How do we perceive ourselves? How do they perceive our services? Are we too content with the present state of affairs? Do we know enough about our potential users, our potential customers? Do we have enough information even on our present users?

Kiev 9-12 December 2014 To develop understandable messages may not be all that easy in the jungle of statistical information Petteri Baer3

Kiev 9-12 December 2014 It is not enough to be content with the high status we may have… We should learn to know the need structures of our important users and user groups We should make our information easily accessible for them And we should put ourself in continuous interaction with them in order to get to know them better

Kiev 9-12 December 2014 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 Baer5

Kiev 9-12 December 2014 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 Petteri Baer6

Kiev 9-12 December 2014 If you don’t know your users… You will have difficulties in learning to know their needs Your can interact with them only sporadically and unsystematically – mainly only when they contact you Your possibilities to invite them to your occasions or to send them questionnaires will be limited

Kiev 9-12 December 2014 If you don’t know your user… …she/he is almost as good as dead for you You cannot customize or mass customize anything for him without interaction You cannot approach him with your interesting offers because you don’t have the contact information

Kiev 9-12 December 2014 How to find out customers’ needs? (1) Previous purchases and use of statistical information Focus groups Personal contacts (seminars, visits, customer training etc.) Interviews Comparing similar customers 9Petteri Baer

Kiev 9-12 December 2014 Tools assisting work for better satisfaction of user needs Simple, but well structured MS Excel tables Use of MS Access structures Customer databases Information on regular and heavy users Customer Relationship Management system （ CRM ） For good and systematic follow-up and planning of interaction with regular and heavy users Example NSI:s: Canada, Finland, Estonia Additionally: Business Intelligence systems 10Petteri Baer

Kiev 9-12 December 2014 What is 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 been done in building customer relations. It makes it possible to PLAN new interactions more effectively taking into account the accumulated experience. 11Petteri Baer

Kiev 9-12 December 2014 CRM – A Technical Tool? CRM is NOT only or mainly a technical tool… BUT as a sophisticated system, where customers and potential customers can be dealt with according to their own customer behaviour the NSO’s own definitions of customer relationship levels and -policies the self-expressed wishes of customers 12Petteri Baer

Kiev 9-12 December 2014 Customer-oriented services and products by means of CRM The goal of CRM 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 13Petteri Baer

Kiev 9-12 December 2014 Systematic contact building has given good results in Statistics Finland More than individual internet users monthly on the web site I n the CRM system there were (end of 2005) principal customers, customers, contact persons ~ 50 customers were in 2004 nominated to be strategic or key customers of Statistics Finland Many customers are in contact with the NSO in a number of different roles 14Petteri Baer

Kiev 9-12 December 2014 Remember! Only used statistical information are useful statistical information!