driving customer satisfaction: addressing the evidence base a presentation to hmrc michelle harrison...
TRANSCRIPT
Driving Customer Satisfaction: Addressing the evidence base
A presentation to HMRC
Michelle Harrison
November 2011
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Overview
• The changing context of Governance
• The need for a ‘micro’ view
• The external environment
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The changing context of Governance
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CUSTOMER
Service transformationin 2006
TAXPAYER
Shared records 1
stop
sho
pChannel strategy
Sha
red
reso
urce
s
e-business
Service
Transformation
Costsaving
Improvedservice
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Service ‘reform’ in 2010
CUSTOMER
Costsaving
TAXPAYER
Shared records 1
stop
sho
pChannel strategy
Sha
red
reso
urce
s
e-business
BIG
SO
CIE
TY
Simplification & choice
+
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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
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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
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
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Service co-creation and delivery?
Local delivery and research needs
Need for data and behavioural insights
2.
4.
3. More effective and efficient central Govt
More effective and efficient central Govt
More effective and efficient central Govt
More effective and efficient central Govt
More effective and efficient central Govt
More effective and efficient central Govt
More effective and efficient central Govt
Simplify and share services
Collective operational leadership for dep’ts
Integrate ICT
Channels: More online, more engagementi.e. remove
costs
More effective and efficient central Govt
More effective and efficient central Govt
Build the Big Society
Redistribute power away from the centre
Greater transparency and choice
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The cycle of service transformation
First Time?Start here…
Take action
Explore Define
Communicate and plan
Qualitatively:Internal clients CustomerStaff
What/Who?ServiceCustomersInternal clients
Engage and discuss with:Internal clientsStaff (all levels)Customers
Uncover your insights
Analyse and build:SegmentationKey driversFurther qual workBuild other info in
Find out what you knowInsight audit:Admin dataComplaintsPrevious surveysOther research
Measure customer experience
+
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Need a strategic, end to end, flexible offer –
Take action
Explore Define
Communicate and plan
What? Who? Why? How?Customers, Staff, StakeholdersQual, Cust. Journey Mapping, Segmentation, workshops etc
With: Customers, Stakeholders, Staff, etc
Uncover your insights
Analyse and build:SegmentationKey driversFurther qual workBuild other info in
Find out what you knowInsight audit:Admin dataComplaintsPrevious surveysOther research
Measure customer experience
Sta
keho
lder
eng
agem
ent
+
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To Review
• From Service Transformation to the Big Society
• A greater need for co-creation
• A new emphasis on behavioural insight
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Walking in the customers’ shoes: How to improve the touchpoints
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Small construction firm with employees
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Employee applying for tax credits
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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.
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The wider context of serving the public
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“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 55-64 year olds agreed, compared to 70% of 18-24 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 HMRC’s 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 4.8 4.7 6.8 5.5 5.8
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 public’s expectations for the quality of service delivery remain very high.
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