1. 3rd Nordic Marketing Conference 13 - 15 June 2005
Customer Research as a Source for New Developments within Central Statistical Offices
3rd Nordic Marketing Conference June 2005

2. Presentations Hannele Orjala
How to get weak and strong signals from customers and users of statistics?
Jaana Andelin
Customer survey experience of Statistics Finland
Anne Skranefjell
Communication with webusers
Per Thörn
Customer surveys - source of new development in the work of Statistics Sweden?
Hannele Orjala

3. How to get weak and strong signals from customers and users of statistics?
Hannele Orjala

4. operating environment
Experience and
knowledge
of the staff
Direct feedback
Knowledge and know-how
Customer orientation: attitude, skills, actions
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
BSC
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

5. Information categories in the SI portal
Market signals
Strategic documents
Reviews & analysis
Information categories in the SI portal
Relevant news sources, business news services, web pages, etc.
Theme and market analysis, documents, bench-marking reports, briefings, etc.
Scenarios, strategy documents, etc.
1) Politics and public administration
Policy programmes, domestic legislation, central government (ministries and authorities), regional government, research and education, etc.
2) EU/international
EU legislation, EU institutions, Eurostat, European Statistical System, Countries/NSIs, international statistical organisations, etc.
3) Information market
General economic development, supply of information, use of information, private sector customers, competition in the information market, statistical topics, etc.
4) Resources
Human resources, raw material issues (register and survey issues, confidentiality, information security), ICT, statistical methods, etc.
5) Critical/Strategic themes
Society’s megatrends, information society, e-government, electronic data collection and dissemination, new information services, role of statistics in decision-making
Hannele Orjala

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

7. Preconditions for better anticipation of customer needs
Customer relationship management
Customer capital
Customer database
Knowing and sharing customer information
Follow-up
Education and knowledge of the staff
Sufficient knowledge of the needs and requirements of customers
Knowing your services well
Important to the whole organisation
Internal marketing
Hannele Orjala

8. Research goals: Actions according customer segments
Hannele Orjala

9. Following presentations
What kinds of improvements have statistical offices made in consequence of customer surveys and customer communication?
How to communicate the results of the customer surveys in the organisation?
How to make the needed actions happen in statistical offices?
Hannele Orjala