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United Nations Economic Commission for EuropeStatistical DivisionUnited Nations Economic Commission for EuropeStatistical Division

Why is it important to assess the state of USER RELATIONS

in a Global Assessment?

EFTA-Eurostat-UNECE Seminar on Global Assessments

Yalta, Ukraine 23 – 25 September 2009

Petteri Baer, Regional Adviser, UNECE

24.9.2009 Petteri Baer - UNECE Statistical Division Slide 2

Good user relations are important, because…

Only used statistical information is useful information

Statistics is mainly not produced for the archives

If statistics does not serve as a tool for decision making and helping to understand on-going phenomena, it has failed its core function


Basic statistics - an infrastructure of modern society

Basic statistical information is a tool for safeguarding democracy

• In order to participate in decisions of society, citizens should have access to basic information on structures, development

Statistics serves decision making• This infrastructural service of basic statistical information,

often generates demand for more sophisticated and customized statistical information on additional topics and phenomena

• More labour- and/or investment-intensive statistical services and service products are usually chargeable


In a world with growing information overflow a tough question is: Will Official Statistical Agencies in the

future have the role of a key provider of • correct, objective, non-partial, non-biased,

understandable, comparable and easily accessible information, relevant to stakeholder and user needs?

Or will they degenerate into• under-funded producers of historical data, • having a limited role as a background source for

users mainly in public administration and in institutions of economic and social history?


User relations are of strategic importance

• The question of the development of services, development of modern service products,

• the questions on marketing and dissemination of statistical information

Both are questions of a strategic importance for any National Statistical Agency.• They are not just side functions or minor activities. • They are questions about the future of any

statistical agency.


Proactive is the magic word

Statistical agencies need a well balanced, proactively communicative and professionally led and administered comprehensive approach to the development of their information services

The information services are, together with the data collection and production of statistical information, one of the CORE FUNCTIONS of any statistical agency

Reference is made to the • Fundamental Principles of the UN • The Generic Statistical Business Process Model,

developed by the UNECE and Eurostat


The importance of user friendly Database services Statistical agencies produce quite a lot of

statistical information Different users have different aspects of

interest, they want information• By industries, By enterprise sizes• By regions• Comparisons over different time periods• International comparisons• And numerous other aspects…

PC-Axis, PX-Web… User friendly services!


In the East European, Caucasus and Central Asian countries

…the top layer of the state administration is usually well served with statistical information

• President’s office • Ministries• Central Bank

But what about other stakeholders?

District and local administrations needs?


The media is our partner

In disseminating the main results of all your agency’s hard work on statistics

In making problematic issues known

Help the media to be well informed!


Relations with the business community – difficult but rewarding

The business community is a much broader target group than often believed

• Banks• Insurance companies• Big corporations• Medium sized enterprises• Chambers of commerce• Branch organizations• Employers organizations• Foreign companies• Etc.


The research community – aspects for building good relations Co-operation in methodological development Recruitment of new statistical professionals Promoting the use of statistical information in

general Continuous pressure for providing good

metadata Finding ways for a broader use of microdata

without violating confidentiality


Other important stakeholders and users of a statistical information

Libraries Educational institutions International organizations Non-governmental

organizations (NGOs)• Trade unions • Social issues• Environmental issues

Information brokers• Information service agencies• Business intelligence systems • Knowledge managements

systems


More and more statistical publication takes place on the internet…

This is a very positive development

Availability and accessibility of official statistics has grown substantially

In the beginning of the year 2008

• >500 Million internet hosts in the world!

This also increases pressure on timeliness

Internet hosts in the Worldin the beginning of each year

* Millions *

0.00002 0.03 0.716

147

433

0

50

100

150

200

250

300

350

400

450

500

1982 1987 1992 1997 2002 2007


But note:– There are traps on the way!

Just putting your information on your web site does not automatically mean it is utilized

Even though your web information is utilized, it does not mean that your most important users make use of it


All potentialusers

These guysare real users

Heavy user

Traps on the way, continued

You may cover only a tinyshare of your potential users- but not recognize it!


Traps on the way, continued

Counting the popularity of your web site by “hits” may deceive you because • a substantial part of

the “fabulous growth” comes from search engines checking if you have any new information


Very often you do not really know, who your users are, when you provide services on the internet


The importance of good contact information

User lists• Existing customers and

contacts• Regular and heavy users

of economical statistics Contact directories Feedback contacts Contact / Customer

database Customer

Relationship Management (CRM)


For good user interaction at least a Customer Database is needed

For contacting For surveys on

satisfaction or dissatisfaction

For presenting new targeted services

For other forms of interaction


Marketing

Customers

Mana-gement

Adminis-tration

Sales

Product development

Developmentprojects

Customerintelligence

Project intelligence

Contactintelligence

Lead intelligence

Informationretrievals Quote

intelligence

Campaignintelligence

Customer Database

Customerservice

Functions Information providers Information users

Projectgroups


Statistical agencies profit much from active and critical feedback (1)

Having more feedback will help us to develop our services

Interaction with critical customers will help us in having a positive pressure on performing better


Statistical agencies profit much from active and critical feedback (2)

A demanding customer is like a grain of sand within the mussel. It doesn’t feel good but the result may be a beautiful pearl!

Thank you for your attention!

[email protected]

United Nations Economic Commission for EuropeStatistical DivisionUnited Nations Economic Commission for EuropeStatistical Division

Attachment An example of the benefits of having both chargeable and non-chargeable

statistical services

Building Relationships with Users as a Strategic Concept


Systematic customer contact building has given good results in Statistics Finland

More than 100 000 individual internet users monthly (with a population of 5 Million)

15 000 principal customers, 24 400 customers, 29 000 contact persons accumulated in the CRM system

1% customers bring 60% of the income ~ 50 customers were in 2004 nominated to be strategic

or key customers of Statistics Finland Customers have several ways of being in contact Many customers are in contact with the NSO in a

number of different roles


Responsibilityfor c-database

Resp. for cus-tomer portfolio

Resp. for customer

Responsibilities of customer carein Statistics Finland 1. Central government

2. Local government3. Corporations and enterprises4. Research Institutions 5. Educational Institutions6. Others

Strategic customers - 15 organisationsKey customers - 33 organisations

Centralised: customer process customer database


Number of customers according to Segments in Statistics Finland, End of 2005 Corporations and

enterprises Educational Institutions Local Government Bodies Organisations Foreign customers Central Government Libraries Research Institutions Others Without segment value (in

2005)

13 4662 3442 2581 464

802681657520

351 433


Different users prefer different services

Statistics Finland, Reporting of Sales in the years 2002-2005with a special focus on the year 2005

9.2.2006/Petteri BaerMost purchased product group

Purchases of Statistics Finland's chargeable products and services in 2005 Secondly most purchased product group

Thirdly most purchased product group

Central govern-Corporations Local Research NGOs & other Educational ForeignProduuct Group ment Administrationsand EnterprisesAdministrationInstitutions Organisations Libraries Institutions Customers Others TotalSpecial compilations 1,339,018 361,755 427,380 392,734 311,403 3,231 12,799 90,294 0 2,938,615Publications 186,282 567,916 266,499 64,085 173,986 156,861 95,961 19,636 4,788 1,536,014Interview services 603,870 93,150 15,200 488,500 106,582 25,228 0 13,000 0 1,345,530Network services 99,835 64,113 517,743 69,080 40,255 46,024 70,306 6,510 79 913,945Register services 38,692 404,707 107,529 58,147 28,319 0 16,306 3,471 0 657,171Other products and services 5,362 105,245 51,301 11,804 3,472 4,930 9,213 220 0 191,547Customer Training 31,966 32,849 16,992 7,847 12,972 1,173 8,065 0 0 111,863Miniserrvices 11,505 29,614 15,045 12,873 15,476 230 468 2,424 290 87,926Electronic publications 14,740 28,405 4,077 2,676 14,115 2,600 1,218 1,357 186 69,374Consultation services 3,298 4,036 14,100 0 7,000 0 0 8,275 0 36,709"Standard products" 2,078 19,643 6,825 2,651 1,987 477 140 759 0 34,560Commission services 616 5,048 2,562 0 268 112 8,094 0 0 16,700Other services 2,713 1,817 166 447 3,001 1,029 173 871 13 10,230Total 2,339,976 1,718,297 1,445,419 1,110,844 718,836 241,895 222,743 146,817 5,356 7,950,184

1. Notify the big differences in the most purchased product groups between the differnt Customer Segments!2. Observe the fact that "Special compilations" can range from the most complicated to the simpliest service, that doesn't fit in to the other definitions!3. Part of "Miniservices" include compilations, part of "Special compilations" include miniservices, part of Interview services include both4. The groups "Other products and services", "Standard products", "Network services" and "Electronic publications" are all mainly electronic services


Customer Relationship Management Systems used in modern organizations are useful because… The entire organisation benefits from the

information the system provides It helps to analyse the customer structures and

developments Direct- and telemarketing campaigns are much

more effective Helps to monitor the success (or non-success)

of different relation building activities taken Provides a good basis for customer surveys

and customer relations


Main steps in organising CRM-work

...to

organise

customer

segment

teams and

nominate

the people

in charge of

relations

with

customers

to list strategic and key customers

to analyse needs of strategic and key customers

to set goals for taking care of the customer relationships

to develop ways of measuring the results of interaction with customers

to define main customer groups

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Documents

use of statistical information

information services

basic information

web information

accessible information

growing information

statistical publication

official statistical