Customer Relationship Management

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Customer Relationship Management
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Customer Relationship Management Staff

• The What Why of CRM
• The How
• Staff Activities
• The Future

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Census Bureau Organization
Associate Director Frederick T. Knickerbocker
Assistant Director Thomas Mesenbourg
Company Statistics Division Ewen Wilson
Foreign Trade Division Harvey Monk
Governments Division Gordon Green
Manufacturing and Construction Division William
Bostic
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Company Organization
Economic Units Companies, legal entities,
locations Business Register Organization,
changes, and linkages Meaningful reporting
units Classification Taxonomy What establishments
do SIC -- NAICS What they produce or sell --
Product, merchandise, and service lines Where
they are located
ABC Company
Firm
Legal Entities
EIN 1
EIN 2
Loc. 1
Loc. 2
Loc. 3
Loc. 4
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Census - Company Model . . . Before CRM
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Sudman Report Exploring Company Record Keeping

• 5 Tasks of the Reporting Process
• Select the respondent
• Schedule the work
• Identify data sources
• Acquire data and complete survey
• Verification

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Solution CRM
Improve Communication
Census Bureau Customer Relationship Management
(CRM)
Company Primary Contact
Reporting Calendar
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Census - Company Model . . . After CRM
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The Experts say...

• CRM begins with, "What does my customer really
  want from me?"
• CRM looks at your business from the point of view
  of satisfying customer needs.
• CRM adjusts to meet customer needs, so customers
  have a vested interest in their relationship with
  you.

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Where is CRM Being Practiced Now?

• Help Desk
• CSAQ and Internet Reporting
• Integrated Business Register
• Integrated Current Processing System (StEPS)

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The Experts say...

• CRM is about humanizing the relationship with the
  customer.

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Where is CRM Being Practiced Now?

• CRM Staff
• Help Desk
• CSAQ and Internet Reporting
• Integrated Business Register
• Integrated Current Processing System
• (StEPS)

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Customer Relationship Management Staff

• The What Why of CRM
• The How
• Staff and Activities
• The Future

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CRM Best Practices

• Select company
• Prepare reporting calendar

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CRM Best Practices

• Select company
• Prepare reporting calendar
• Recruit and/or visit company

• Recruit and/or visit company
• Followup activity
• Maintain the relationship

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Maintaining the Relationship

• Status checks
• Review of company changes
• Share findings
• Recognize opportunities
• Be there when youre needed

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Next Steps

• Deliberate expansion

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CRM Development Program

• 2 month cycle, 7-10 analysts (or more) per cycle
• CSD, MCD, SSSD, EPCD, NPC
• From first two cycles, 13 CRMs and 31 companies
• This is how we all will do business

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Challenges to Implementing CRM

• Internal
• Establishing a track record and trust
• Overcoming stovepipes
• Obtaining resources
• External
• Identifying the right person at the company
• Obtaining buy-in
• Communicating the benefits of CRM

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Feedback Companies tell us they like what they
see

• The reporting calendar is really helpful.
• My CRM is the first person I talk to.
• You said Greenspan uses this information...that's
  important.
• In meeting with you, we brought together parts
  of our own organization that had never met
  before.
• We got a new form and weren't sure how to
  complete it. I was told to call my
  CRM ... I got the right answer, right away.
• If I could request one thing...More electronic
  reporting.

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Customer Relationship Management Staff

• The What Why of CRM
• The How
• Staff Activities
• Intranet site
• Enhancing directorate resources
• 2002 Census Response Improvement
• The Future

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CRM Intranet Site

• Tools
• Lists
• MA
• BBS

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CRM Intranet Site

• Tools
• Lists
• MA
• BBS

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CRM Intranet Site

• Tools
• Lists
• MA
• BBS

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CRM Intranet Site

• Tools
• Lists
• MA
• BBS

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CRM Intranet Site

• Tools
• Lists
• MA
• BBS

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Enhancing Directorate Resources

• StEPS Search Across Surveys
• Burden Database

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2002 Response Improvement

• Advance Information
• Account Manager Program
• Publicity and Advertising

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2002 Response Improvement

• Advance Information
• A heads-up for 8,000 L and M companies
• Get contact name and address for census mailing
• Steer toward web and helpdesk
• Piggyback on 2001 COS
• 1000 largest get introduced to their account
  manager
• Remainder get a general contact

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2002 Response Improvement

• Advance Mailing
• Account manager program
• Answer questions
• Help with filing
• Help obtain and use electronic reporting tools
• Integrated with CRM program
• 2002 Improvements
• Software
• Training and Resources
• Timing!

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2002 Response Improvement

• Advance Mailing
• Account Manager Program
• Publicity and Advertising
• Themes and messages
• Target audiences
• Media and timing
• Coordinate with PIO, CLO, CAO, MSO, etc.
• Ride decennial coattails
• Promotion of econ programs

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The Future

• With integrated company information,
• develop company portals
• find new ways to reduce burden
• With integrated dissemination,
• justify business investment in Census reporting