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Communication of MDG Goals and MDG Indicators
Building Relationships with Users as a Strategic Concept
Training Workshop on MDG Indicators in CIS countries and Georgia
Geneva 8 – 11 November 2010
Petteri Baer, Marketing Manager, Statistics Finland
3-7 October 2010
Why is it so important to communicate and build relationships? (1)
MDG Indicators should not live a separate life of their own
They are ment to serve as Information sources of the situationBasis and guidelines for focusing on improvements
Assist in monitoring the development after the proclamation of the Millenium Development Goals on an international and national level
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Why is it so important to communicate and build relationships? (2)
MDG Indicators are important for policy making in a modern society
MDG Indicators are vital for monitoring the development and the effects of policies
MDG Indicators are crucial for understanding the society in emerging and developing economies
Comparable statistics and indicators across countries and regions are a necessity in a globalizing world
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3-7 October 2010
Why is it so important to communicate and build relationships? (3)
Evidence-based decision making needs facts and not beliefs or prejudges
Decision makers need indicators and statisticsThis is crystal clear especially in the world of
BusinessResearch
But also: Politicians, Ministries and central administration bodies, NGOs, Trade unions, Employers’ organizations, Lobbying, Local governments, Educational institutions – you name it!
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How to find out user needs on MDG Indicators?
Previous contacts and meetingsLists of participants
Focus groupsPersonal contacts in meetings, seminars, visits etc.)
Interviewing important stakeholdersPress releasesParticipating in and organizing seminars and workshops on relevant themes
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8.10.2009
Outcome N:r 7 of the UNECE Expert Group Meeting on MDGs in Astana in October 2009
Conclusions from three Working Groups:Education of main users of MDGs into using indicators and statistical information
Different content for different user groupsDecision makersMediaSpecialists in relevant important fieldsNGOs
Seminars sharing best practices
8.10.2009
Outcome N:r 8 of the UNECE Expert Group Meeting on MDGs in Astana in October 2009
Conclusions from three Working Groups:Good quality of the presented indicators
Presented with good graphics and visualityWith metadata
Good and easy accessibility Proactive disseminationAll the three factors are important at the same time!
3-7 October 2010
Tools assisting in the work of contact building
Simple, but well structured MS Excel tablesUse of MS Access structuresCustomer databases
Information on regular and heavy users of MDG IndicatorsCustomer Relationship Management system （ CRM）
For good and systematic follow-up and planning of interaction with important users and potential users
NSIs of Canada, Finland, Estonia can serve as examplesBusiness Intelligence systems
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3-7 October 2010
What is CRM? (1)
Customer Relationship ManagementNot marketing in generalTheoretical roots: Nordic School of Marketing
Service marketingOne to one marketingRelationship marketing
Building relations with usersInternet and interactionNew ways of communication, W2, Social media...
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Dialogue with customer and analysisof customer behaviour
More information about present and forthcoming needs of the customer
More efficient marketingand service profile to customer
The value of the customer relationship grows for both parties
Willingness of both partiesto invest both time and moneyand money in building thecustomer relationship
Growth of customer loyalty and consolidation of thecustomer relationship
More activities responding toreal customer needs
More efficient customer contacting and a decline of contact built in vain
A LEARNING CUSTOMER RELATIONSHIP
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3-7 October 2010
What is CRM? (2) CRM stands for SYSTEMATIC work with existing and potential
customers which are divided into different customer segments which are approached and interacted with in different ways because the need structures - and hence the service structures - for the customers in the different segments are different.
Part of CRM is the building up of and existence of a Customer Database into which all contact information and communication information is put with the aim of making it possible to build up the relations with the customers SYSTEMATICALLY.
This way of acting makes it possible to KNOW what has been done in building customer relations. It makes it possible to PLAN new interactions more effectively taking into account the accumulated experience.
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In Statistics Finland…
Both old and new challenges emphasised in the 1990’ies the need and importance of Customer Relationship Management
In the mid 1990’ies an understanding of the need for CRM emerged
Not so much in the top managementBut in the practical work heading for clear user
orientationIn developing and disseminating improved statistical
products and services
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CRM – A Technical Tool?
CRM is NOT only or mainly a technical tool… BUTas a sophisticated system, where customers and potential customers can be dealt with according to
their own customer behaviourthe CSO’s own definitions of customer relationship levels
and -policiesthe self-expressed wishes of customers
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3-7 October 2010
Customer-oriented services and products by means of CRM
The goal of CRM is toUnderstand the needs of different user groupsSegment customers into groups with similar need structures
Keep the information on interaction with customers in good shape and order
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User friendly and customer-oriented information services and products, assisted by CRM
Set goals for meeting customer requirements advance the use of MDG Indicators develop well working and efficient information services
encourage new product development ideas and innovations
create new co-operation modes or partnerships with customers and stakeholders
…and to do this work systematically15Petteri Baer
3-7 October 2010
User needs on MDG Indicators are specific – not “general”
All user needs are specificTheir satisfaction should be developed in communication and cooperation with the users
When the number of contacts grows, you must create a systematic way to keep track
No errors in basic data
Delivery on time
Delays re reported
Data supplied in desired form
Comparability of data
Customer is taken into consideration
Friendly staff
Finding the right persons
Accessibility of staff
Data delivered with speed
Data up-to-date
Information about the data/service
Data meets demand
Tailored data value for money
Further processing of data sufficient
6 7 8 9 10
6 7 8 9 10
3-7 October 2010
Wise Words of Dr. Samuel Johnson (1709-1784)
“Knowledge is of two kinds. We know a subject ourselves, or we know where we can find information upon it “
What does this mean in the world of today?
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3-7 October 2010
But – that’s once again another story
Thank you for your attention Remember:
You cannot learn to swim if you don’t go into the water
www.unece.org/stats
A learningCustomerRelationship
Attachment More detailed information about successful
practices of working systematically with users and customers of statistical
information
Building Relationships with Users as a Strategic Concept
3-7 October 2010
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
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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
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Number of customers according to Segments in Statistics FinlandEnd 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
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Different users prefer different servicesStatistics 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
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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
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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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