Petteri Baer 15 6 2005 1 Summarising the

Petteri Baer 15. 6. 2005 1

Summarising the Results of the 3 rd Nordic Marketing Conference on Statistical Products and Services Petteri Baer Helsinki 13 -15 th of June 2005

Our Conference has produced tangible and non-tangible results. . . 7 Country presentations n 3 Main presentations and 5 other presentations in the plenary sessions n 10 Workshop introductions and reports n l plus 15 prepared presentations and numerous other presentations in the Workshops Altogether 35 documented materials + discussions, discussions. . . n 4 happy hours learning to know each other better and also small parts of Finnish history by visiting Suomenlinna Fortress and cruising in the Helsinki archipelago n One discussion group established n Petteri Baer 15. 6. 2005 3

Findings in the discussions of the Conference (1) The importance of understanding the work of Central Statistical Offices (CSOs) as processes n Dissemination, marketing, building customer relations and the service ability is [or should be] considered as a core strategic process of the CSOs n The importance of systematic approach to building customer relations n Petteri Baer 15. 6. 2005 4

Findings in the discussions of the Conference (2) n Important prerequisites for good results in the work with customers and in achieving strategic goals of CSOs are l Building a system of Customer relationship management (CRM) l Obtaining / efficient use of CRM software The importance of organisational culture and organisational forms were strongly discussed n The development of the strategic concepts into a more customer oriented direction should be reflected in the organisational structures of our CSOs n Petteri Baer 15. 6. 2005 5

Findings in the discussions of the Conference (3) Taking responsibility for the complexity of new challenges n The importance of databases for developing our customer oriented work and the service ability needed for that n The importance of good and customer friendly web sites n A discussion group on web site created - Moderator: Lotte Buchbjerg Petersen, Statistics Denmark n New solutions for “old” questions - learning new things about the use of microdata for research purposes n Exchange of ideas and experience on customer surveys, pricing and many other things n Petteri Baer 15. 6. 2005 6

The web site as a good source of information n Most of the materials of our Conference can be found on the Conference web site, www. stat. fi/nmc 2005 Do make use of it yourself in your future work l Please recommend to bookmark it also for your colleagues at home! l Photographs taken during the Conference l Documentation of the previous Conferences? n Links to the International Marketing and Online Databases Conference tradition: Wellington 1994, Kirkebaerklaustur 1996, Mont Tremblant 2001, Annapolis 2002, Bath 2003, Oslo 2004, The Hague 2005 n Petteri Baer 15. 6. 2005 7

Finalising the results of the 3 rd Nordic Marketing Conference on Statistical Products and Services n Please write down two deadlines l l Tuesday, the 21 st of June l Deadline for finalisation of the our Workshop Reports l Send comments to petteri. baer@stat. fi Tuesday, the 9 th of August l Deadline for development proposals to the Nordic Contact Group on Marketing questions l From the participants of this Conference l Comments are also invited from the readers of the Conference web site www. stat. fi/nmc 2005 l Send your comments to the members of the Nordic Contact Group on Marketing questions, addresses, see web site! Petteri Baer 15. 6. 2005 8

What’s next? n The Nordic Group for Marketing Questions will have its next meeting in Stockholm on the 12 th of August 2005 Summing up the results of this Conference l Deliver recommendations of action to the Assembly of the Director Generals of the Nordic CSOs in September 2005 l Plan and make suggestions for topics of future co-operation for developing the know-how and skills in building customer relations and marketing in the Nordic CSOs l Discuss the perspectives of developing the co-operation with our Baltic colleagues l n International Marketing and Online Databases Conference (IMAODBC) in The Hague, September 5 -9 th 2005 Petteri Baer 15. 6. 2005 9

Petteri Baer 15. 6. 2005 10

So - We come to the final conclusions. . . We should look upon our interactions with customers as a learning process n We should develop big ears and an open mind and n l …listen … and listen again We should learn from each other and maybe meet more often n We should make use of existing scientific basis for our work n l The Nordic School of Relationship Marketing l Christian Grönroos, Ewert Gummesson and others l From 4 P: s to 30 R: s Petteri Baer 15. 6. 2005 11