Customer information and knowledge of the Strategic Intelligence (SI) system - a way to develop better statistical services International Marketing and Output Database Conference, The Hague, Netherlands, 5 - 9 September 2005 Hannele Orjala Director, Marketing Statistics Finland Email: hannele.orjala@stat.fi

Presentation structure Changes in the operating environment Central elements in the monitoring of the operating environment at Statistics Finland Monitoring of operating environment - including StatIntelligence Feedback from customers and users of statistics Experience and knowledge of the staff Customer Relationship Management - the Finnish model Hannele Orjala 28.12.2018

We have to change due to changes in the operating environment Changes in social and economic structures, challenging the relevance of statistical descriptions Information overflow has increased, making identification of official statistics difficult International information needs grown, economic and political weight of statistics increased Changes in information technology More information accessible free of charge Habits of the users have changed Demands and expectations of the users have grown Importance of information grown, both as a production factor and as national intellectual capital Hannele Orjala 28.12.2018

Status of the statistical agency on the information market Major users of statistical data regard Statistics Finland as the leading information producer 40 per cent of Statistics Finland’s customers reckon their purchases of information services will increase from 2005 to 2006 40 per cent of customers think their co-operation with the agency will intensify They also estimate that they will use Statistics Finland’s services in 2006 more than in 2005 Source: Customer Survey of Statistics Finland 2005 May, AddValue Hannele Orjala 28.12.2018

operating environment Experience and knowledge of the staff Direct feedback, interaction Knowledge and know-how, renewal Customer orientation: attitude, skills, actions Outlook on the information society Monitoring of operating environment Strategic/Business Intelligence Customer management systems Media monitoring, etc. Networks (national/international) Advisory Board of SF, etc. Formulating of strategies Managing the change Balanced Scorecard Managing the performance Feedback from customers and users of statistics Feedback channel on the Internet Customer surveys Media monitoring, etc. Customer relationship management (strategic/key customers) Interest groups, etc. Focus Goals Plans Measures Results Outcome Need for reacting Hannele Orjala 28.12.2018

Hannele Orjala 28.12.2018

Case: SI news “ The internet download of publications and tables from the ABS - covering most aspects of the Australian economy and society - has been made free on their web site () from 1.7.2005. Members of the public will still be able to use the ABS's e-commerce facility to buy their own printed publications if they prefer to receive them that way.” Source: ABS Media Release, 1 July 2005 “Government ministers of New Zealand has unveiled a new 2,84 million NZD, four-year package aimed at reducing compliance costs and improving access to business information. One of the aims is being able to benchmark the performance of small and medium sized enterprises against industry norms. Statistics New Zealand is also planning to extend the amount of social, economic and trade information it makes available free of charge.” Source: Factiva/Press Release, New Zealand Government, 19 July 2005 “The StrikeIron US Census Premium Web Service is a new easy-to-use service facilitating diversified analysing of population census data (Census 2000). It is perfect for anyone who is co-ordinating customer segmentation analyses, mailings and telemarketing, market identification studies and demographic research. It has been built by StrikeIron(R) Inc.m, the developer of StrikeIron Web Services Business Network.” Source: Factiva/Business Wire, 14 June 2005 Hannele Orjala 28.12.2018

Customer research and feedback system at Statistics Finland Hannele Orjala 28.12.2018

L Hannele Orjala 28.12.2018

Customer relationship management at Statistics Finland Key Account manager/ Key account team Customer segment manager/team Customer relations management group Process owner - Director, Marketing Links Development of customer relations Managing of customer relations Follow-up /indicators Development of segment programmes Follow-up /indicators Identification and selection of customers Follow-up /indicators Practices and follow-up Customer processes Strategy Management Monitoring operating environment Communications strategy Customer feedback and surveys Distribution strategy Hannele Orjala 28.12.2018

Preconditions for better statistical services Customer relationship management model - CRM Customer capital Customer database Knowing and sharing customer information Follow-up Knowledge sharing, attitude of the staff Sufficient knowledge of the needs and requirements of customers Knowing your services and strategy well Internal and external co-operation Management’s support Strategy supporting activity and process guidance Monitoring of operating environment Hannele Orjala 28.12.2018

Conclusions Although leading information producers, we must gather and analyse information about operating environment exhaustively and systematically SF: a model, that combines systematic monitoring, collection of feedback from users of statistics and utilisation of knowledge and experience of the staff Finnish focus on Customer Relationship Management Background scientific theories: Knowledge Management and Customer Relationship Management Hannele Orjala 28.12.2018

Thank you for your attention! Hannele Orjala 28.12.2018