Comments and Reflections

1
Comments and Reflections

• Discussion Topics at the UNECE Work Session on
  Gender StatisticsGeneva 11-13.9.2006
• Petteri Baer, Regional Adviser, UNECEItem 5
  Dissemination, Marketing and Use of Gender
  Statistics13.9.2006

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Introduction

• Thank you for inviting me as discussant
• Background info
• Dissemination as an item good choice!
• Only used statistical information is useful
  statistical information
• 9 presented papers
• 2 supporting papers
• Numerous interesting attachments

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Summary impression

• The presenters have accumulated an abundant
  quantity of materials for advocating the
  production and dissemination of gender statistics
• We have heard interesting examples of how gender
  statistics have emerged and developed in specific
  countries
• We have heard interesting information about the
  development of gender oriented databases and
  portals in specific countries, UNECE, Eurostat
  and OECD

4
However,

• Not too much has been presented on real
  dissemination activities, such as
• Definition of relevant target groups for gender
  statistics
• Structures of or results from information
  campaigns
• Success stories or failures from information or
  marketing campaigns
• Ways of systematic management of information on
  stakeholders, customer groups, customers
  mailing lists, customer databases, CRM

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Documentation subjective, for sure
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It happens pretty often

• that producers of statistical information are
  too content with their products
• believe that there is an automatic interest in
  them
• and thus do not perceive proactive dissemination
  being important

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How do we perceive ourselves? How do they
perceive our services?

• Do we know enough about our potential users, our
  potential customers?
• Do we have enough information even on our present
  users?
• Information accessibility on the internet is only
  part of the solution!

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Searching on Google

• Equal opportunities
• 12 Million answers
• Ergebnisse 1 - 10 von ungefähr 11'900'000 für
  Inflation. (0.05 Sekunden)
• Gender
• 229 Million answers
• Ergebnisse 1 - 10 von ungefähr 229'000'000 für
  Business Cycle. (0.29 Sekunden)
• For USA only 47 Million
• For UK only 57 Million
• For Switzerland only 12 Million

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So my main comment is Go ahead with developing
dissemination!

• Develop systematic marketing activities
• More interaction with critical users will bring a
  positive pressure on performing better

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More work has to be done on

• identification of user and customer groups
• developing difference service concepts for
  different user groups
• developing good services reflecting these service
  concepts
• using modern possibilities of visualisation, GIS
  and customizing the numeric information

• developing accessibility in an easy,
  understandable and user friendly way for all
  identified categories of users
• providing proactive information to existing and
  potential users about the existence of your
  gender services how to get them - efficiently
  and systematically

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Sub-Conclusion

• If you wish to have broad and frequent use of
  statistical information on gender issues
• you will have to do all the things mentioned
  above and probably even something more.
• As a result you will have development costs and
  you will have to consider these development costs
  as an investment for having good or excellent
  services.
• So take care of including dissemination costs
  into your budget and/or push your dissemination
  division with active proposals

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To develop efficient service concepts may not be
all that easy in the jungle of information
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Why segment customers?Shouldnt we serve
everybody equally?

• Different customer segments have different need
  structures of statistical information.
• Everybody benefits from developing the services
  and increased service ability according to
  institutional need structures!
• Media
• Government bodies
• Local administration bodies
• Corporations and enterprises
• Research institutions
• Educational institutions
• NGOs
• Others

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Dialogue with customer and analysisof customer
behaviour
More information about
Growth of customer loyalty
present and forthcoming
and consolidation of the
needs of the customer
customer relationship

Willingness of both parties
A LEARNING CUSTOMER RELATIONSHIP
to invest both time
More efficient marketing
and money in building the
and service profile to customer
customer relationship
The value of the customer
More activities responding to
relationship grows for
real customer needs
both parties
More efficient customer contacting and a
decline of contacts made in vain
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Conclusion

• A demanding customer is like a grain of sand
  within the mussel. It doesnt feel good but the
  result may be a beautiful pearl!Courtesy to
  Jarmo Lehtinen, Finnish CRM specialist

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And remember!

• Only used statistical information is useful
  statistical information!
• Thank you for your attention!
• petteri.baer_at_unece.org