Measuring Experiences of UK Taxpayers

1. Measuring Experiences of UK Taxpayers • The HMRC Customer Survey Daniel Alford KAI Personal Tax Team HM Revenue and Customs 22 September 2009

2. The need Provide actionable insight into HMRC customer services to drive service improvements Track changes in perceptions of HMRC and of the experience of dealing with the Department. To measure SO 2.1 ‘Improve customer perception of their experience of dealing with HMRC’ Provide supporting measures such as customer segmentation sizing and reputation

3. Meeting the challenge Survey for a developing measure The value of the survey: improving the product and convincing others • Clear messages • Timely delivery • Product view vs. customer view • Fitness for purpose

4. Survey method Computer Assisted Telephone Interviewing 15-20 minute interview Random Probability sampling – known probability of selection Individuals - EPSEM Random Digit Dialling SMEbusinesses – HMRC SA database, and IDBR Agents – IDBR

5. Survey structure At non-reputation quarters, option to ask topical module questions

6. Survey scope Dealings with HMRC Last 12 months and recent (last 3) Specific products and more general dealings Nature of dealings and contact Customer Experience 12 key attitude statements (including 4 for SO 2.1) Overall ratings Reputation Familiarity and favourability Trust, customer focus, compliance, support Segmentation and demographics

7. Customer focused survey Recognisable and understandable questions Broad measures of experiences • Generic • Diagnostic 12 Dimensions of experience • Cover all aspects of service considered important by customers • Common themes and issues associated with each dimension • Distinct with some overlap

8. Dimensions of experience results Keeping you well informed Flexibility Individuals SME Agents OVERALL RATING OF EXPERIENCE Ease of understanding what to do Ease of completing process SIMPLE Ease of getting in touch Service designed with your needs in mind How well staff treated you Giving all the answers needed RESPONSIVE Doing everything they said they would RELIABLE Consistency How good they are at getting things right How quickly dealt with issue SPEED How quickly responded to you Key: Red – under 60% positive scores Orange – 60-74% positive scores Green – 75%+ positive scores Arrows indicate direction of any significant change Q4 07/08 to Q4 08/09 HMRC Customer Survey: Agents and SME |June 2009 |8

9. Summary of dimensions of experience Individuals SME Agents Overall Rating Simple Responsive Reliable Speed Key: Red – under 60% positive scores Orange – 60-74.9% positive scores Green – 75%+ positive scores Arrows indicate direction of any significant change Q4 07/08 to Q4 08/09 HMRC Customer Survey : Individuals |June 2009 |9

10. HMRC customer experience priorities SO 2.1: ‘Improve customer perception of their experience of dealing with HMRC’ • composite measure designed to fit with HMRC Vision: Simplicity: • Ease of understanding what to do • Ease of getting in touch • Ease of completing the processes • Providing a service designed with your needs in mind Simplicity measure comparable to customer priorities

11. SO2.1: Performance 2008/09

12. SO2.1 Performance: Individuals

13. SO2.1 Performance: SME Business

14. SO2.1 Performance: Agents

15. Adding value Survey meeting its brief as a performance measurement tool • Initial requirements effectively addressed • Customer perceptions sensitive to service delivery change Using supporting information to gain deeper insight • why are we doing so well? • what do we need to do to maintain improvements • predict perceived impact of delivery strategy

16. The End • The HMRC Customer Survey Daniel Alford KAI Personal Tax Team HM Revenue and Customs 22 September 2009