1. Statistics Finland Tuula Kuivalainen Luxembourg 4 & 5 May 2006
How to use Customer Satisfaction Surveys in Customer Relationship Management
Statistics Finland
Tuula Kuivalainen
Luxembourg 4 & 5 May 2006

2. Customer feedback system at Statistics Finland
Statistics Finland / TK

3. The Purpose of the Customer Satisfaction Survey
To develop the survey in compliance with Statistics Finland’s CRM strategy
To measure customer satisfaction and strength of customer relationships
To monitor the development compared to the previous survey conducted in 2003
To produce systematic and objective information on how customers evaluate
Statistics Finland as a co-operative partner and provider of services in its field
Statistics Finland’s products and services
To identify targets for improvement and development
To identify areas of strength from customers’ perspective in Statistics Finland’s activities
Statistics Finland / TK

4. Fieldwork Information
Internet survey on April 2005
The electronic questionnaire was produced with web inquiry software
The respondents were sent two reminders by
The inquiry was answered by 455 customers
Benefits of the web questionnaire
Questionnaire and grading scales
Statistics Finland / TK

5. Sampling method A random sample from
a sample of 1031 persons from customer database
The contact persons made purchases to the total value of at least EUR 100 were left
The hundred largest customers in terms of total purchases
strategic customers and
Employment and Economic Development Centres were included comprehensively.
The response rate
failed to reach 40 respondents due to technical and five respondents could not make the link work
The obtained response rate was 46.1% (received answers / successful transmissions)
Statistics Finland / TK

6. Representativeness of the survey data
Sample
Responses
size of sample %
number of respondents
Total
1032
100 %
455
Segments
Central government
153
15 % 59
13 %
Local government
313
30 %
145
32 %
Enterprises
224
22 % 92
20 %
Educational institutes 91
9 % 41
Libraries 14
1 % 7
2 %
Research institutes
131 67
Organizations
106
10 % 44
Statistics Finland / TK

7. Basic tool for customer relations management
Customers of services subject to charge
14,400 major customers
Approx. 29,000 contact persons
9,600 customers per year
APPLIX customer management software
Contains information on all Statistics Finland’s paying customers and their purchases from 1999 onwards
Contact details, purchasing history, campaigns, notes about dealings, agreed activities, offers, agreements, invoicing
Statistics Finland / TK

8. Fields of Activity of Statistics Finland
The Structure of the Study
Commitment and Loyalty
Real partner or
co-operration level
The irreplacability
of products and services of SF
Agreeability of
co-operation
Recommendation
Value of Customer Relationship
Overall estimate of SF as
provider of statistical services
Value for
money
Benefit, support to
activities of clients
Fields of Activity of Statistics Finland
Planning
and ordering
stage of
products
Implementation
of work and
products
Delivery of
products or
services
Marketing and
communication
of services
Contact persons
and their ways of
handling CR
Statistics Finland / TK

9. Different Approaches... The Management Team image overall satisfaction
loyalty and commitment
Director, Marketing
value of customer relationship
marketing and communication of products/services
Statistics Finland / TK

10. General grade for Statistics Finland’s services in 1992–2005, customers’ assessment
Statistics Finland / TK

11. Marketing and Communication of Products/Services
Activeness and sufficiency
Competence in selling products and services
Correct targeting of actions
Availability of information about novelties and changes
Communication and marketing on the Internet
Statistics Finland / TK

12. … Different Approaches
The Segment Teams /Segment Manager
fields of activity; a) ordering and planning stage
b) implementation of products and services c) delivery
the opinion of less satisfied customers and reasons for unsatisfaction
use segment groups as background information
The Key Account Manager
the handling of customer relationship
The Team of Web Page Development
web based services
Statistics Finland / TK

13. Handling of customer relationship
Strength
Area for development
Tilastokeskus 2005 n=
416
Tilastokeskus 2003
393
Activity level (%)
Weight coefficient
Poor / Satisfactory
Very good /
Excellent
0,5
0,4
0,3
0,2
0,1
0,0
-100
-75
-50
-25 25 50 75
100
Contact persons and handling of
customer relationship
Service attitude
Ease and flexibility of co-operation
Easily accessible contact persons
Receiving of answers
Closeness and adequacy of co-operation
Clearly defied responsibilities
Support in understanding/usage of data
Availability of help in problem situations
-13
-16 K 11 .
Yhteyshenkilöt ja asiakassuhteen hoito -9
-11 54 49
0,30
K11h. Palveluasenne -7
-10 54 55
0,17 K 11 d .
Yhteistyön helppous ja joustavuus -9 46 46
0,13 K 11 b .
Helposti tavoitettavat yhteyshenkilöt
-18
-20 40 42
0,12
K11e. Vastausten saaminen -9 51 53
0,10 K 11 c .
Yhteistyön tiiviys ja riittävyys
-16 39 36
0,07 K 11 a .
Selkeästi määritelty kuka vastaa mistäkin
-21
-22 34 35
0,04 K 11 g .
Tuki tiedon ymm
. /
hyödyntämiseen
-12
-14 42 44
0,01
K11f. Avunsaanti ongelmatilanteissa
-13
-15 46 48
Statistics Finland / TK

14. Free web-based services - www.stat.fin=
325
Activity level (%)
Poor / Satisfactory
Very good /
Excellent
-35 52 43 27
-20
-19
-100
-75
-50
-25 25 50 75
100 K 12 a .
Usefulness and
importance to own work b
Käytön helppous ja
toimivuus
K12c. Etsimienne tietojen
löytämisen helppous
K12a. Usefulness and importance to own work
K12b. Ease and functionality of use
K12c. Ease of finding sought data
Statistics Finland / TK

15. Charged web-based servicesn=
162
Activity level (%)
Poor / satisfactory
Very good /
exellent
-24 63 54 42
-11
-14
-100
-75
-50
-25 25 50 75
100 K 12 d .
Hyödyllisyys ja
merkittävyys oman työn
kannalta e
Verkkopalvelun käytön
helppous ja toimivuus
K12f. Etsimienne tietojen
löytämisen helppous
K12a. Usefulness and importance to own work
K12b. Ease and functionality of use
K12c. Ease of finding sought data
Statistics Finland / TK

16. Thank you!