United Nations Economic Commission for Europe Statistical Division

United Nations Economic Commission for Europe Statistical Division Building Relationships with Users Systematically A big Strategic Challenge for Statistical Agencies Training Workshop on Disseminating MDG Indicators and Statistical Information Astana, Kazakhstan, 23 -25 November 2009 Petteri Baer, Regional Adviser, UNECE

Why a CRM-System? (1) History: v Dozens of separate customer lists and small databases were in use in Statistics Finland with no connection between them w v v =>No means for centralised updating of data Efficiency of marketing campaigns was fairly low due to abundant quantities of erroneous contact information Need to centralize the whole organization’s customer data to one location 4 -5. 11. 2008 - UNECE Statistical Division Slide 2

Why a CRM-System? (2) v Introduction of the CRM System was a way to bring a more systematic approach to the customer service and marketing of the NSI Means to improve Statistics Finland’s inter-unit cooperation • Target group selection, reporting, analyses, customer feedback, project management • v CRM assisted in strengthening the corporate image of the NSI 4 -5. 11. 2008 - UNECE Statistical Division Slide 3

Why a CRM-System? (3) v v There was also a clear need for a modern invoicing and customer relationship management system • A separate Invoicing System (“Intime”) was in use Desirability to develop and implement the new system to be in interaction with the already existing systems 4 -5. 11. 2008 - UNECE Statistical Division Slide 4

Why a CRM-System? (4) v There was usually very little knowledge about the customer’s previous activities with other units in Statistics Finland => Every time when contacting Statistics Finland’s different units a “new” customer relationship was created • =>Confusion • 4 -5. 11. 2008 - UNECE Statistical Division Slide 5

Expected benefits v v v Improved customer satisfaction Way to strengthen customer relationships A systematic, uniform and clear customer process Clear monitoring and planning through the system Efficiency and better productivity 4 -5. 11. 2008 - UNECE Statistical Division Slide 6

Development process (1) v v v The CRM-project started in the year 1996 Interviews with management and staff, creating overview of needs and expectations, definition of need structures After 1½ years: A challenging work and implementation plan Excursions to companies having a CRM system Meetings with CRM system suppliers 4 -5. 11. 2008 - UNECE Statistical Division Slide 7

Development process (2) v v Decision on purchasing the Applix software in 1999 Start of the building of the customer database w v v v Initial data converted from the invoicing system Intime, crosschecked with Statistics Finland’s Business Register The system was customized for the operational environment of the CSO Instalment and testing of the new system 32 pilot users tested the pros and cons of different software 4 -5. 11. 2008 - UNECE Statistical Division Slide 8

System launch and introduction process v v v Launched in the year 2000 Information meetings for staff members introducing CRM and the benefits of the new tool Telephone and e-mail-support Personal guidance at user’s workstations Written instructions for use Training events organised in computer classes 4 -5. 11. 2008 - UNECE Statistical Division Slide 9

Obstacles on the path of the introduction of the new system (1) v v The system is a tool for the whole of Statistics Finland, not just for individual units => Active user groups could be larger External customer registers are not automatically updated into the system (both benefit and obstacle) 4 -5. 11. 2008 - UNECE Statistical Division Slide 10

Obstacles on the path of the introduction of the new system (2) v v v Technical problems Users do not care enough about the maintenance of the customer information Users do not have enough time for learning to use the system and for using it continuously 4 -5. 11. 2008 - UNECE Statistical Division Slide 11

Customer Database Functions Information providers Information users Customer service Customers Customer intelligenc e Management Lead intelligence Informatio n retrievals Contact intelligence Campaign intelligence Product development Project Quote intelligence Administration 4 -5. 11. 2008 Development projects Marketing Sales Project groups - UNECE Statistical Division Slide 12

Functions of the CRM System in Statistics Finland (1) v Project management and invoicing Project -> Offer -> Agreement -> Invoice • Easy to follow every stage of the project • v Campaign management and target group selection Selected customers can be searched by means of customer database variables for targeting marketing campaigns 4 -5. 11. 2008 - UNECE Statistical Division • Helps to divide campaigns into different stages and • Slide 13

Functions of the CRM System in Statistics Finland (2) v Campaign management and target group selection (continued) • Helps to divide campaigns into different stages and makes monitoring of each stage easier 4 -5. 11. 2008 - UNECE Statistical Division Slide 14

Functions of the CRM System in Statistics Finland (3) v Reporting Large amount of different reports w Reports can be formed easily by Statistics Finland w v Several individual important functions Sales diary w Queries w User lists w 4 -5. 11. 2008 - UNECE Statistical Division Slide 15

Three-dimensional account concept 4 -5. 11. 2008 - UNECE Statistical Division Slide 16

Three dimensional account concept, Contents of information Account (principal customer) v Principal branch, account category, VAT-number…etc. • Gathers customer information • together v Customer • Address information, purchase history, projects, offers, agreements, segment …etc. v Contact person • Name, title, role, phone, mobile, fax, e-mail, sales diary entries, purchase history…etc. 4 -5. 11. 2008 - UNECE Statistical Division Slide 17

4 -5. 11. 2008 - UNECE Statistical Division Slide 18

4 -5. 11. 2008 - UNECE Statistical Division Slide 19

4 -5. 11. 2008 - UNECE Statistical Division Slide 20

Connections and updates of the CRMsystem in Statistics Finland (2005) Intime publication purchase history STOJ 1/ per day Operational Guidance and Planning System Blue book 1/ per day Saleslead register of potential customer 2 / per year Financial Administration System Account category 1 / per month Customer category 1 / per day 4 -5. 11. 2008 - UNECE Statistical Division Ade Eko Slide 21

Gained benefits by the introduction of a developed CRM System v Centralised system • v v Helps to co-ordinate joint activities Easier to avoid double entries More focused direct marketing by means of versatile target group selection Monitoring of customer processes considerably easier - possible to systematise activities Knowledge about previous actions with the customer helps plan future actions 4 -5. 11. 2008 - UNECE Statistical Division Slide 22

Number and share of users of the CRM System in Statistics Finland v v In Statistics Finland the amount of staff amounts to approximately 1 000 persons The CRM System has at the moment 250 users, around 100 of whom are active users The object of further work is to integrate more daily routines into the system • Invoicing and project management functions are used particularly actively • This provides abundant information on customer 4 -5. 11. 2008 relations - UNECE Statistical Division Slide 23 •

Development made possible by the CRM-System (1) v v v Compilation of uniform practices and programmes for selected customer groups More effective sales activities - e. g. cross selling between different products and different units Profitability and efficiency can be attained by more accurate targeting of activities and campaigns 4 -5. 11. 2008 - UNECE Statistical Division Slide 24

Development made possible by the CRM-System (2) v v Continuous development of the system by collecting information on different user and user group’s needs Integration into new and existing administrative systems 4 -5. 11. 2008 - UNECE Statistical Division Slide 25

Segmentation of customers v v A more detailed segmentation of the customer database is underway in 2005 -2006 Executed with SQL-programming by means of different database variables e. g. business bookkeeping accounts, branches and partial name searches. Also manual updating needed By segmenting our customer database we are successful in achievement of deeper and more meaningful understanding of how customers interact with the CSO 4 -5. 11. 2008 - UNECE Statistical Division Slide 26

Number of customers according to Segments, End of 2005 v v v v v Corporations and 13 466 enterprises 2 344 Educational Institutions 2 258 Local Government Bodies 1 464 Organisations 802 Foreign customers 681 Central Government 657 Libraries 520 Research Institutions 35 Others 1 433 Without segment value (in 2005) 4 -5. 11. 2008 - UNECE Statistical Division Slide 27

The CRM-System is useful because… v v v The entire organisation benefits from the information the system provides Helps to analyse the customer structures and developments Direct- and telemarketing campaigns are 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 4 -5. 11. 2008 - UNECE Statistical Division Slide 28

Conclusion v v v 4 -5. 11. 2008 You cannot learn to swim if you don’t go into the water! Thank you for your attention! petteri. baer@unece. org - UNECE Statistical Division Slide 29