1. 3rd Nordic Marketing Conference, Workshop Report
Training the Staff with an Orientation for Growing Professionalism, Efficiency and Results in Building Customer Relations

2. Participants of the workshop
Lars Berglöf SCB
Ms. Lotte Buchbjerg Petersen DSt
Lars-Gunnar Strand SCB
Sirkka Sundman SF
Sara Tolkki SF

3. Main Topics Discussed
How will the structure of the organisation support CRM?
The commitment of the top management is a critical success factor
How can we change the attitude towards selling: not only staff who work directly with the customers, but all the other statisticians?

4. Main Topics Discussed
How to develop the attitudes at all levels of the organisation (especially the directors’ and the heads’) to be more customer oriented?
The training should not be 100 % voluntary: it should be everyone’s duty to develop one’s customer skills.
Internal training should be more systematic

5. Main Topics Discussed Learning from the customers:
Focus group interviews, workshops
Analysing and discussing previous cases/projects (both failures and successes)
The middle management are important players in encouraging both “traditional statisticians” and the customer oriented staff

6. Main Topics Discussed
What can we learn from the private sector, and other Central Statistical Offices
in the Nordic and Baltic countries?
in other countries?