Customer Research as a Source
for New Developments within
Central Statistical Offices
3rd Nordic Marketing Conference
13 - 15 June 2005
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
29.6.2016
2
How to get weak and strong
signals from customers and users
of statistics?
Hannele Orjala
Experience
and
knowledge
of the staff
Monitoring of
operating environment
•Strategic/Business Intelligence
•Customer management systems
•Media monitoring, etc.
•Networks (national/international)
•Advisory Board of SF, etc.
Formulating
of strategies
Feedback from
customers and
users of statistics
•Feedback channel on the Internet
•Customer surveys
•Media monitoring, etc.
•Customer relationship management
(strategic/key customers)
•Interest groups, etc.
Need for reacting
•Direct feedback
•Knowledge and know-how
•Customer orientation: attitude, skills,
actions
Managing
the change
Managing
the performance
BSC
Focus
Goals
Plans
Measures
Hannele Orjala
Results
Outcome
29.6.2016
4
Market
signals
Information categories in
the SI portal





Relevant news
sources,
business news
services, web
pages, etc.
Reviews
& analysis
Theme and
market
analysis,
documents,
benchmarking
reports,
briefings,
etc.
Strategic
documents
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
29.6.2016
5
MUISTIO
9.6.2005
1(1)
YKSIKKÖ
Nimi
Yhteystiedot
Customer research and feedback system at Statistics Finland
RESEARCH
Target group
Image and familiarity
survey
VIP decision-maker
survey
A survey of the profile
and satisfaction of the
Stat.fi web service
Operating measurement
of webpages
Customer satisfaction
survey
Interest group survey
Citizens
Communication survey
Feedback channel
Anoppi
Policymakers
Visitors on webpages –
pop-up
Measurement survey:
number of visitors
Paying customers
Interest group interviews
Media, editors
Via the Internet
Hannele Orjala
29.6.2016
6
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
29.6.2016
7
Research goals: Actions according customer segments
Citizens
Central
Government
Local
Government
Enterprises & Educational
CorporaInstitutions
tions
Research
Institutes
Target
Teaching
citizens
to use
statistics
Availability
of free
statistics and
metadata
New
services
Web School,
Web flier,
new contents
free-of-charge
Provision of
accurate
data
for local
and
national
decisions
CRM,
work with
key
customers,
networking
Statistical
web services,
statistics by
sub-area
Promoting
the use
of statistics
in business
and
decisionmaking
Needs of
industries,
utilisation
of
mediators
Fast
indicators
on business
trends
Promoting
the use of
microdata
for new
knowledge
Main
focus
Provision of
topical statistics
to support
national decisions,
competitiveness,
EU level
decisions
CRM, networking,
work with strategic
customers,
follow-up strategic
intelligence info
Indices,
new statistical
topics
Promoting
the use of
statistics in
education
and in
monitoring its
productivity
Networking
with various
educational
institutions
Contents
in virtual
education
environment
Hannele Orjala
Availability
of microdata,
networking,
pricing
Survey
Laboratory,
longitudinal
data files
29.6.2016
8
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
29.6.2016
9