CLIENT RELATIONSHIP MANAGEMENT KEEPING TRACK OF REQUESTS THE EASY WAY Luxembourg | 1 April 2008 Workshop ESDS Best Practices Exchange Daniel O‘Donnell EDS European Data Service Statistisches Bundesamt

Structure of Presentation CRM: The idea of client relationship management What information needs to be compiled? How is information compiled? How can information be analysed? CRM: Advantages and disadvantages

The idea of client management

Client Relationship Management Basic features All requests stored in one central software system All forms of communication to and from user are recorded in central system Access of all team members to the system System can be adapted to suit the needs of each support team Facilitates marketing exercises such as customer satisfaction surveys or e-mail marketing campaigns Enables efficient analysis of all client communication

Client Relationship Management Conso Web System used by Statistics Office in Germany was co-developed by an external agency and Destatis It is a web-based solution, but similar stand- alone systems are also available Conso Web: being introduced progressively in all user support sections of the Federal Statistical Office of Germany Communication between different support services within our office is vastly improved by the new system

What needs to be compiled?

Data compiled Personal details (address, tel, fax, mail, web) Communication channel (entry via Eurostat portal, our ESDS Germany website, the Destatis website, e-mail, fax, telephone) Request type (standard or complex requests about data availability, methodology, data verification or technical aspects)

Data compiled Eurostat theme (main theme that the request relates to) User category (breakdown in our system more detailed than required for Eurostat reports) Type of advice or product provided (also not required by Eurostat report; we register whether data is sent, publication is sent, what type of advice is given etc.)

Data compiled Time spent on request treatment (total time of all individual contributions is recorded) Other info (CS number, reference number)

How is information compiled?

Conso Web: The Entry Page Currently being processed by  List of open requests   Entry date of request

Conso Web: Overview of client file  Personal details  Company details  Contact details  User group  List of all requests by this client

Conso Web: Typical request file User support section, type of request (advice, data delivery, publication)   Further info (Eurostat theme, requested countries)  Entry date of request  List of all actions linked to this request (e.g. e-mail with advice on database, extra question by user, mail to central support etc.)

Conso Web: The user request  Language  Request sent by user – fields are filled automatically if the online contact form is used

Conso Web: The “action plan” List of possible actions e.g. send a standard fax, send user mail asking for more details about request, email to central support, notify user that no data is available etc. 

Conso Web: Automatic data entry via web contact form  All data entered here is automatically entered into the CRM system  Also: system checks request for key words and automatically directs request to the most probable author service within Destatis

How can information be analysed?

Analysis using CRM software Most indicators required for Eurostat reports can be extracted almost automatically Some indicators require additional calculation steps (e.g. days taken to treat complex requests) You can determine exactly which data you want to extract and limit your analysis to whichever item you are particularly interested in (certain user group, certain time period etc.)

CRM | Advantages and disadvantages

CRM | Advantages Replies and processes that reoccur on a regular basis can be carried out more efficiently e.g. by using standard replies, standard invoice forms Requests can be analysed more easily and more comprehensively (any combination of indicators possible) Marketing campaigns can be targeted at certain clients e.g. send an e-mail informing users of a new Science and Technology Pocketbook if they have sent a request regarding this topic in the past

CRM | Advantages Support centre can analyse profile of frequent users e.g. similar request for foreign trade figures every April Standard replies reduce workload and can also increase level of professionalism (particularly when many requests are not sent in native language) All team members can access a given request and can see instantly exactly what has been sent so far from user, from the support centre or from any other third party

CRM | Disadvantages Data protection: Users must be informed that data is entered into client database Standard replies mustn’t lead to complacency Concern that team leader may use CRM to track the performance of team members

CRM | Sharing experience Our office has wide-spread knowledge with the introduction of CRM in a multi-faceted environment Development of current system took almost two years Progress is still on-going  Necessary improvements are still being implemented Colleagues in Wiesbaden have devised a manual and lots of FAQ for our intranet If you are interested, more information can be provided by my colleagues annette.pfeiffer@destatis.de daniela.hartmann@destatis.de

Thank you for your attention Daniel O’Donnell | i-Punkt Berlin | Destatis Tel +49 611 75 9450 | daniel.odonnell@destatis.de