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Who are our customers? Steps towards effective customer management

Discover how to improve customer management through user surveys, analyzing user characteristics, and validating results. Gain insights on improving services and enhancing customer relations.

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Who are our customers? Steps towards effective customer management

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  1. Who are our customers?Steps towards effectivecustomer management CCSA Session on Making Statistics Meaningful for Users – Luxembourg, 8 September 2011

  2. Contents • Starting from zero • User surveys • Other sources of user information • Improving our services • Conclusions

  3. Starting from zero • We started disseminating our database on the Internet in 2005 • The number ofdownloads grewrapidly • We knew nothingabout these users • How could weimprove our dissemination service?

  4. User survey • Launched autumn 2007 • Now annual • Web-based • 10 questions • E-mail to registeredusers • Box on website inviting other users to take part

  5. Responses • Target = 100 • 2008 – no“incentive”offered! • 2010 – surveyopen for shorter period due to website upgrade

  6. Value of “incentives” • We offer a free publication to all who complete the survey • ... and give their name and address! • Clearly has an impact on response rates • But does it have an impact on the results? • No clear evidence either way

  7. Sample size • Tens of thousands of database users • < 200 responses is a tiny percentage • Issues of possible bias? • Do incentives reduce bias? • How reliable are the results? • Can we validate them?

  8. Validating results (1) • Compare user characteristics with other data, e.g. from Google Analytics • Geographic spread similar

  9. Validating results (2) • Compare with expectations • Growing proportion of academics / students / researchers • Public sector rate quality higher • Private sector less happy with quality, particularly timeliness • Improvements to database interface increase perception of user-friendliness • These results agree with ad-hoc feedback

  10. Validating results (3) • Low sample size: • Results need caveats • Small changes can not be seen as significant • But, this survey is the best source of information we have • When combined with other data, the results seem plausible

  11. Using the results • Results feed through to annual quality improvement programmes Do

  12. Improving our services • Improved timeliness • Quick access to key indicators • New “Country Overview” data cube • “Quick Statistics” charts and maps • More content in Russian • More and better metadata • New glossary with links to / from data

  13. Conclusions (1) • We are just at the tip of the iceberg • but at least we are starting to know howlittle we know! • Use all available information sources to get a fuller picture • Visibility and Relevance are essential: • More users = more visibility • Happy users = more relevance

  14. Conclusions (2) Good customer knowledgeand relations are vitalfor improving quality

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