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So who are all these customers anyway? First steps towards effective customer management

Learn how to improve customer management by understanding their needs, preferences, and usage patterns. Discover strategies to enhance services and build strong customer relationships. This session was held at the UNECE Work Session on Statistical Dissemination and Communication in Geneva in May 2008.

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So who are all these customers anyway? First steps towards effective customer management

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  1. So who are all these customers anyway?First steps towards effectivecustomer management UNECE Work Session on Statistical Dissemination and Communication – Geneva, 13-15 May 2008

  2. Contents • Starting from zero • Our first user survey • Other sources of user information • Improving our services • Conclusions

  3. Starting from zero • We started disseminating data on the Internet in 2005 • The number ofdownloads grewsteadily • We knew nothingabout these users • How could we improve our dissemination service?

  4. Our first user survey • Launched Autumn 2007 on database web site • 10 questions • 162 responses(target 100)

  5. Results:Type ofuser

  6. Results:Frequencyof use

  7. Results:Location

  8. Results:Data quality

  9. Results:Userinterface

  10. Other sources of information • Marketing exercises • Highlighted low awareness of UNECE data • Data extraction records • 85% on screen, 10% to Excel • Web addresses stored – many downloads from universities • Google analytics • Free service analyzing web site hits

  11. Google Analytics – website hits

  12. Google Analytics – website hits

  13. Improving our services (1) • New “Country Overview” data cube to give quick access to key indicators • More content in Russian • More and better metadata • Statistical literacy • New “Statistics Explained” series of articles • Improved timeliness

  14. Improving our services (2) • Simplified user registration • Additional functionality for registered users • Alerts (RSS feeds?) • Data quality improvement strategy • Annual user surveys • Targeted marketing

  15. The impact of targeted marketing Downloads (Index)

  16. Conclusions (1) • We are just at the tip of the iceberg • but at least we are starting to know howlittle we know! • Building customer knowledge and relations is vital for effective marketing • Use all available information sources to get a fuller picture

  17. Conclusions (2) • More users = more visibility • Happy users = more relevance • Visibility and Relevance = Survival! Good customer knowledge and relations are a vital part of future strategy

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