1. 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, September 2005
Hannele Orjala
Director, Marketing Statistics Finland

2. 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

3. 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

4. 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

5. 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

6. Hannele Orjala

7. 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 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

8. Customer research and feedback system at Statistics Finland
Hannele Orjala

9. L
Hannele Orjala

10. 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

11. 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

12. 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

13. Thank you for your attention!
Hannele Orjala