Driving Customer Satisfaction: Addressing the evidence base A presentation to HMRC Michelle Harrison November

Overview The changing context of Governance The need for a micro view The external environment 2

The changing context of Governance 3

CUSTOMER Service transformation in 2006 TAXPAYER Shared records 1 stop shop Channel strategy Shared resources e-business Service Transformation Cost saving Improved service 4

Service reform in 2010 CUSTOMER Cost saving TAXPAYER Shared records 1 stop shop Channel strategy Shared resources e-business BIG SOCIETY Simplification & choice + 5

The Big Society An ecosystem of 3 levels where no one player dominates another… Citizens and neighbourhood groups 1 More effectively participating in the governance, design and delivery of services in their communities Social, private and public providers Government Collaborating in the design and delivery of complementary services and initiatives through a spectrum of service models encouraging testing and innovation of different approaches Protecting the vulnerable and ensuring essential services Facilitating the design and delivery of other services with diverse sector partners An approach to addressing the needs of society Policy designed and delivered in partnership across all 3 levels, with government as the enabler Policy and delivery closer to the issues on the ground and individuals Big Society policy agenda addresses two priorities Building the ecosystem Reconfiguring policy design and delivery 1 Neighbourhood groups comprise a broad range from those with an explicit social or activism mission to those focussed on local participation, engagement and community building whether informally through sports and interests or more formally in conjunction with local anchor institutions 6

5. More effective and efficient central Govt 4. More effective and efficient central Govt 3. More effective and efficient central Govt 2. More effective and efficient central Govt 1. More effective and efficient central Govt Greater transparency and choice Redistribute power away from the centre Build the Big Society Greater social mobility Cabinet Office Business Plans 7

Service co- creation and delivery? Local delivery and research needs Need for data and behavioural insights More effective and efficient central Govt Simplify and share services Collective operational leadership for depts Integrate ICT Channels: More online, more engagement i.e. remove costs More effective and efficient central Govt Build the Big Society Redistribute power away from the centre Greater transparency and choice 8

The cycle of service transformation First Time? Start here… Take action ExploreDefine Communicate and plan Qualitatively: Internal clients Customer Staff What/Who? Service Customers Internal clients Engage and discuss with: Internal clients Staff (all levels) Customers Uncover your insights Analyse and build: Segmentation Key drivers Further qual work Build other info in Find out what you know Insight audit: Admin data Complaints Previous surveys Other research Measure customer experience + 9

Need a strategic, end to end, flexible offer – Take action ExploreDefine Communicate and plan What? Who? Why? How? Customers, Staff, Stakeholders Qual, Cust. Journey Mapping, Segmentation, workshops etc With: Customers, Stakeholders, Staff, etc Uncover your insights Analyse and build: Segmentation Key drivers Further qual work Build other info in Find out what you know Insight audit: Admin data Complaints Previous surveys Other research Measure customer experience Stakeholder engagement + 10

To Review From Service Transformation to the Big Society A greater need for co-creation A new emphasis on behavioural insight 11

Walking in the customers shoes: How to improve the touchpoints 12

Small construction firm with employees 13

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Employee applying for tax credits 23

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To Review The Big Society techniques can be extremely useful Touchpoint Research allows us to understand how the service can be improved Transactional research can support this – the more real time the better But to understand the whole journey, more qualitative techniques are helpful: customer journey mapping, ethnography etc. 33

The wider context of serving the public 34

It is reasonable to expect the same level of speed and service from the public sector as we would from the private sector Base Size: 1,147 96% of year olds agreed, compared to 70% of year olds.

In the current economic climate, how well do you think HMRC are doing? Base Size: 1,265 There is very little variation in attitudes towards HMRCs performance across age and gender.

Which, if any, of the following influence your opinion of HM Revenue and Customs? Base Size: 1,265

When asked about your opinion of HMRC, who or what exactly were you thinking of? Base Size: 1,265

On a scale of 1-10 where 1 is poor and 10 is excellent, how do you rate the reputation of …? Base Size: 1,265 Mean

On a scale of 0 to 10 where 0 is not at all and 10 is completely, how well do you feel you understand the UK tax system? Base Size: 1,265 Mean:5.5

Thinking about the amount of tax you pay on your personal income. How do you feel about the amount you pay? Is it... Base Size: 1,265 Compared to a year ago, do you feel more positive or less positive about the amount you pay in tax?

Out of the following three options, which do you think HMRC should be prioritising at the moment? Base Size: 1,265

To review The wider environment matters. Overtime, changing attitudes to personal taxation, the role of government, or views on the economy may influence satisfaction with HMRC. This macro data is helpful to support the interpretation of customer survey data. At the same time, understanding consumer experience at key touchpoints provides helpful insights on how to continue to drive service improvement and support compliance. The publics expectations for the quality of service delivery remain very high. 43

Thank You… Dr Michelle 44