Customer Research as a Source for New Developments within Central Statistical Offices

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

2. Presentations • Hannele Orjala • How to get weak and strong signals from customers and users of statistics? • Jaana Andelin • Customer survey 2005 - 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. 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 andusers of statistics • Feedback channel on the Internet • Customer surveys • Media monitoring, etc. • Customer relationship management (strategic/key customers) • Interest groups, etc. Goals Plans Measures Focus Results Outcome Need for reacting Hannele Orjala

5. 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