1. Karin Hansson, Statistics Sweden, karin.hansson@scb.se
“An outgoing expert personality” ̶ using a brand platform as a tool to improve external communication
Karin Hansson, Statistics Sweden,
27 June 2018 12

2. Statistics Service
Gabriel Wentz

3. Process of improvement
Initial audit
Problems
Diagnosis
Statistics Sweden’s personality
Guidelines
Solution
Follow-up audits
Changes
Results

4. Diagnostic audit: strong points
No superfluous information
The most important information first
Not more formal than necessary
Gabriel Wentz

5. Diagnostic audit: the problem
70 % not helpful enough
Gabriel Wentz

6. A typical question
My name is N N and I am a writer with the Economist Intelligence Unit currently working on a report about Sweden. I would like to get the most recent figures on the number of part-time and temporary workers in Sweden, with a comparison to the number for the same period last year.   
If it is possible to get back to me by the end of the day tomorrow I would appreciate it.
Thank-you in advance for your help.
Best regards,
N N

7. A typical reply
Dear N,
The figures are available in our database: TART__AM__AM0401__AM0401I/NAKUSysselAnk M/?rxid=866f6595-6db b9f41c2c602d
Kind regards,
Statistics Sweden

8. Statistics Sweden’s personality
Statistics Sweden is an outgoing expert personality
that
is passionate about their job
instils great confidence
is contemporary in expression
participates in the public discourse

9. Gabriel Wentz

10. A typical reply: improved version
Dear N,
The statistics you are looking for are available in our database. Here are the figures on the number of persons in temporary employment: AM0401__AM0401I/NAKUSysselAnkM/?rxid=866f6595-6db b9f41c2c602d   
I hope this answers your question. If you need any further assistance, please do not hesitate to contact us.
Kind regards,
Statistics Sweden

11. Gabriel Wentz

12. The finished guidelines
At Statistics Service, we
Explain what the recipients get from us
Include links – not just the figures
Express that we understand the scb.se can be tricky
Express regret if we are unable to help
Apologise if something went wrong
Invite the recipients to get back to us if they have more questions.

13. Follow-up audits Guideline Follow-up audit 1 Follow-up audit 2
1 Explain what the recipients get from us
80%
75%
2 Always include links to the statistics
90%
3 Express that we understand that scb.se can be tricky to use
20%
40%
4 Express regret if we are unable to help
56%
5 Apologise if something went wrong
0%*
100%**
6 Invite the recipients to get back to us if they have more questions
78%
*) There were only 3 instances where the guideline could be applied.
**) There was only 1 instance where the guideline could be applied.

14. Karin Hansson, Statistics Sweden, karin.hansson@scb.se
“An outgoing expert personality” - using a brand platform as a tool to improve external communication
Thank you
Karin Hansson, Statistics Sweden,