Focus Session Report

E-Competency and the TSI

In the 29 September plenary and focus sessions of the Executive Forum on Export Development in the Digital Economy, the focus was on E-Competency and the Trade Support Institution (TSI).

RELEVANCE OF CURRENT TRADE SUPPORT SERVICES

Most agreed that traditional export development services (e.g., paper catalogues, trade fairs, specialized product information, logistics, etc.) are, indeed, still relevant. The most important factor is how the service is delivered in light of new forms of communication and technology.

THE NEW ROLE OF TSIs

One participant indicated that with such easy access to information available from a myriad of sources, exporters' needs have changed and, therefore, adding value is essential when providing services. Another suggested that TSIs must filter and select valuable and relevant information for dissemination available on the Internet. Another stated that most demand from exporters is for training on how to use Internet. Regarding trust, most agreed that "credibility certification" is likely to be a key service offered by the TSI.

NEW WAYS OF DELIVERING TRADITIONAL SERVICES

Some suggestions included online exporter directories with active links, e-communities, online tutorials and training material, online response to queries, online matching of supplier and buyer, business-oriented search engines, build a network of specialized organizations, share information among members of a TSI network, etc. An important point was that TSI need to move from using the web as an information tool to one that helps establish relationships with customers. However, many clients continue to request services be delivered in more traditional methods (e.g., in person, hard copy, etc.).

HOW CAN TSIs MEASURE IMPACT OF WEB SITES AND USER SATISFACTION?

Most agreed that the number of site visits or hits is just daw data with no analysis or explanation. Feedback loops (on service, content and web site design) are important along with client satisfaction surveys. An important point from this discussion was that TSIs need to form a network for face-to-face and virtual meetings.

TRADE REPRESENTATION

Conclusions drawn: Internet has not changed the role of trade representatives; the Internet has increased the customer base of people who are seeking information but exporters what value-added information, not just access to it. TSI representatives abroad needs current market information.

Important point that the customer base is increasing due to the Internet.

There may be increasing need to limit the customer base to those exporters important to trade development. Also, the trade representative abroad should refocus his or her attention from a diplomatic role to a trade assistance role (i.e., shift from hiring from the ministry of foreign affairs to the ministry of commerce).

NEW WAYS OF DELIVERING TRADE REPRESENTATION SERVICES

Quicker dissemination of information, focus on most important countries, sharing information among countries, and improving government's trust so companies can rely on services of trade reps located abroad.

Drawn from reports by: M. Borgeon, Y. Gibb, L. Naas, I. Worrel (ITC Staff)

Sincerely,
N. Domeisen, S. McCue, ITC Moderators