Who are our customers? Steps towards effective customer management CCSA Session on Making Statistics Meaningful for Users – Luxembourg, 8 September 2011

Contents Starting from zero User surveys Other sources of user information Improving our services Conclusions 02 December 2018

Starting from zero We started disseminating our database on the Internet in 2005 The number of downloads grew rapidly We knew nothing about these users How could we improve our dissemination service? 02 December 2018

User survey Launched autumn 2007 Now annual Web-based 10 questions E-mail to registered users Box on website inviting other users to take part 02 December 2018

Responses Target = 100 2008 – no “incentive” offered! 2010 – survey open for shorter period due to website upgrade 02 December 2018

Value of “incentives” We offer a free publication to all who complete the survey ... and give their name and address! Clearly has an impact on response rates But does it have an impact on the results? No clear evidence either way 02 December 2018

Sample size Tens of thousands of database users < 200 responses is a tiny percentage Issues of possible bias? Do incentives reduce bias? How reliable are the results? Can we validate them? 02 December 2018

Validating results (1) Compare user characteristics with other data, e.g. from Google Analytics Geographic spread similar 02 December 2018

Validating results (2) Compare with expectations Growing proportion of academics / students / researchers Public sector rate quality higher Private sector less happy with quality, particularly timeliness Improvements to database interface increase perception of user-friendliness These results agree with ad-hoc feedback 02 December 2018

Validating results (3) Low sample size: Results need caveats Small changes can not be seen as significant But, this survey is the best source of information we have When combined with other data, the results seem plausible 02 December 2018

Using the results Results feed through to annual quality improvement programmes Do 02 December 2018

Improving our services Improved timeliness Quick access to key indicators New “Country Overview” data cube “Quick Statistics” charts and maps More content in Russian More and better metadata New glossary with links to / from data 02 December 2018

Conclusions (1) We are just at the tip of the iceberg but at least we are starting to know how little we know! Use all available information sources to get a fuller picture Visibility and Relevance are essential: More users = more visibility Happy users = more relevance 02 December 2018

Good customer knowledge and relations are vital for improving quality Conclusions (2) Good customer knowledge and relations are vital for improving quality 02 December 2018