Customer Service 2005
- Experiences of Statistics Finland
3rd Nordic Marketing Conference
14th June 2005, Helsinki
Jaana Andelin
Statistics Finland’s goals as the basis of the survey

To develop the survey to correspond to Statistics Finland’s customer relationship
management strategy and find out how we have succeeded in producing value for
customers amongst different customer groups

To measure customer satisfaction and the strength of customer relationship and to follow
their development

To produce information in a systematic and measured way about how customers assess

Statistics Finland as a co-operation partner and provider of services in its field

Statistics Finland’s products and services

To identify improvement and development targets and strong areas for Statistics
Finland’s activity from the customer viewpoint

To prepare reporting so that the results could be utilised as easily as possible for
developing the activity on the organisation’s different levels
Jaana Andelin
14th June 2005
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Implementation of the survey

Random sample of 1,031 contact persons from CRM-system Applix.

Information by email from SF to all respondents beforehand (6.4.2005)

Invitation by email from the research partner, Add Value Ltd. This email included an
individual link to get to web questionnaire. (12.4.2005)

Data collection was implemented via Internet in two weeks (12.4. – 26.4.2005.)

Respondents who had not answered were reminded two times (18.4, 22.4.2005)

46,1 % replied

Presentation of the report to SF’s directors and whole personnel (23.-24.5.2005)

Presentations and discussions both in customer segment teams and in divisions of SF
(3.6.2005--)

Main challenges 1.6.2005 - 1.6.2007 are to communicate and benefit the results in SF
Jaana Andelin
14th June 2005
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Research model
L
Com mitment a nd loyalty
Real partner or
co-operation level
Agreeability of
co-operation
The irreplacability o f
products and services of
Statistic Finland
0,21
Leading pr oducer of informa tion
Custome r -or ie nte d
0,20
Efficient s erv ic e pr ov ider
0,15
Provides a clea r im age of the state of s oc ie ty0,10
Profes sional and compete nt
0,10
Fast re acting a nd active
0,08 *
Constantly renewing
0,05 *
Re liable
0,00 *
0,00 *
Cost-e ffic ie nt se rvice provider
Value of customer r elationship
0,13
Value for money,
products and services with
respect to their price
0,19
Overall estimate of SF as
provider of statistical
services
0,43
Benefit,
support to
activity
* = Not statistically significant
Fields of activity of Statistics Finland
0,20
Marketing and
communication
of services
0,32
Planning and
ordering stage of
information and
products
0,35
Implementation
of work and
products
IMAGE
Recommendation
0,26
0,23
Delivery of
information and
products
Contact persons and
their ways of
handling customer
relationships
Vari ous activity sectors and
bene fit a nd imag e facto rs have
diffe rent effe ct o n commitment
and loyalty. The weighting
coefficients express the size of
the e ffect of each fa ctor.
Weighting coefficients were produced with regression analysis. Correlation analysis generated the corresponding coefficients,
the method does not distinguish different ways.
Tilastokeskus, asiakastutkimus 2005
2
Jaana Andelin
14th June 2005
4
Results and findings
Strengths to be maintained
 Development areas
 Improvements and impairments (compared with 2003)
 Main results according to background groups
 Ability to meet customer benefit expectations, strengths and development
areas by segment
 Changes in results by background group
 Segment-specific results proved to be especially valuable
 Further clarification and comments from open questions

The overall estimate of 3.50 for Statistics Finlandas a provider of information
services, on a scale 1 -5, is quite good!
Jaana Andelin
14th June 2005
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