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

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

3. 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

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

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

6. 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

7. 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

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

9. 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

10. 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

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

12. 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

13. 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

14. 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