Transcript 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.

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:
 Dozens of separate customer lists and small
databases were in use in Statistics Finland with
no connection between them
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=>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
Petteri Baer - UNECE Statistical Division
Slide 2
Why a CRM-System? (2)

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
CRM assisted in strengthening the corporate
image of the NSI
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Petteri Baer - UNECE Statistical Division
Slide 3
Why a CRM-System? (3)


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
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Petteri Baer - UNECE Statistical Division
Slide 4
Why a CRM-System? (4)

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
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Petteri Baer - UNECE Statistical Division
Slide 5
Expected benefits

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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
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Petteri Baer - UNECE Statistical Division
Slide 6
Development process (1)

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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
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Petteri Baer - UNECE Statistical Division
Slide 7
Development process (2)


Decision on purchasing the Applix software in
1999
Start of the building of the customer database
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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
Petteri Baer - UNECE Statistical Division
Slide 8
System launch
and introduction process

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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
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Petteri Baer - UNECE Statistical Division
Slide 9
Obstacles on the path of the
introduction of the new system (1)


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)
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Petteri Baer - UNECE Statistical Division
Slide 10
Obstacles on the path of the
introduction of the new system (2)

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
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
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Petteri Baer - 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
intelligence
Administration
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Development
projects
Marketing
Project
Sales Petteri Baer - UNECE
Statistical Division
groups
Slide 12
Functions of the CRM System in Statistics
Finland (1)

Project management and
invoicing
•
•

Project -> Offer ->
Agreement -> Invoice
Easy to follow every stage of
the project
Campaign management
and target group
selection
•
Selected customers can be
searched by means of
customer database variables
for targeting marketing
campaigns
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Petteri Baer - UNECE Statistical Division
• Helps to divide campaigns
into different stages and
Slide 13
Functions of the CRM System in Statistics
Finland (2)

Campaign management
and target group
selection (continued)
•
Helps to divide campaigns
into different stages and
makes monitoring of each
stage easier
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Petteri Baer - UNECE Statistical Division
Slide 14
Functions of the CRM System in Statistics
Finland (3)

Reporting

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Large amount of
different reports
Reports can be
formed easily by
Statistics Finland
Several individual
important
functions

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
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Sales diary
Queries
User lists
Petteri Baer - UNECE Statistical Division
Slide 15
Three-dimensional account concept
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Petteri Baer - UNECE Statistical Division
Slide 16
Three dimensional account concept,
Contents of information

Account (principal
customer)
•
Principal branch, account
category, VAT-number…etc.
• Gathers customer information
together

Customer
• Address information, purchase
history, projects, offers,
agreements, segment …etc.

Contact person
•
Name, title, role, phone, mobile,
fax, e-mail, sales diary entries,
purchase history…etc.
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Petteri Baer - UNECE Statistical Division
Slide 17
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Petteri Baer - UNECE Statistical Division
Slide 18
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Petteri Baer - UNECE Statistical Division
Slide 19
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Petteri Baer - UNECE Statistical Division
Slide 20
Connections and updates of the CRMsystem in Statistics Finland (2005)
Intime
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
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Petteri Baer - UNECE Statistical Division
Ade
Eko
Slide 21
Gained benefits by the introduction of a
developed CRM System

Centralised system
•
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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
Petteri Baer - UNECE Statistical Division
Slide 22
Number and share of users of the
CRM System in Statistics Finland
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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
Petteri Baer - UNECE Statistical Division
Slide 23
Development made possible by the
CRM-System (1)

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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
Petteri Baer - UNECE Statistical Division
Slide 24
Development made possible by the
CRM-System (2)
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Continuous development of the system by
collecting information on different user and
user group’s needs
Integration into new and existing
administrative systems
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Petteri Baer - UNECE Statistical Division
Slide 25
Segmentation of customers
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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
Petteri Baer - UNECE Statistical Division
Slide 26
Number of customers according to
Segments, End of 2005
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Corporations and
13 466
enterprises
2 344
Educational Institutions
Local Government Bodies 2 258
1 464
Organisations
802
Foreign customers
681
Central Government
657
Libraries
520
Research Institutions
35
Others
1 433
Without segment value (in
2005)
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Petteri Baer - UNECE Statistical Division
Slide 27
The CRM-System is useful because…
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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
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Petteri Baer - UNECE Statistical Division
Slide 28
Conclusion



4-5.11.2008
You cannot
learn to swim
if you don’t
go into the
water!
Thank you
for your attention!
[email protected]
Petteri Baer - UNECE Statistical Division
Slide 29