egain digital day 2016 - keynote 3: hmrc: from paper and phones to a multi-channel digital service
TRANSCRIPT
Mark DearnleyChief Digital & Information Officer
HMRC: from paper and phones to a multi-channel digital service
8 March 2016
70%government transactions
of all
41mindividual customers
5mbusiness
customers
15%
Net reduction
in baseline costs by
2020
£1.3bnReinvestment in
digital transformation
£517.7bn revenue
HMRC at a glance
Our channels in 2014/15
220moutbound
letters
50minbound
calls
300m consumer
740m business
£74mprint costs
16minbound letters
online transactions
that supports our Making Tax Digital plans
Webchat Telephone Face to faceSocial media
Digital services
Co-browsing
Moving to a multi-channel approach
• We’re running (we believe) the largest virtual contact centre on the planet
• Can manage contact peaks more effectively• Integrating telephony with scanned mail and new
channels like webchat and social media• Rolled out to 22k staff• Configured the hosted service in 9 months, and
migrated it in just 9 weeks• And kept legacy service running while we
migrated!
A virtualised call centre
• Single, digital view of customer contact• Supports our virtual network – any adviser, any
time can tell you how we’re dealing with your query
• 8.9m live mail items scanned so far• 537k items scanned in January 2016• At peak, 7.2k items an hour being requested from
work queue for processing by our caseworkers
And scanning all our white mail
Personal tax account
Business tax account
Third party software
Multi-channel Digital Tax Platform (MDTP)
ITMP ETMP Customs andInt’l Trade
3 core tax platforms
APIs APIs
Integration layer
Digital Tax Platform: underpins new services
• Pilots for both began in 2015• For SA16:
600 staff trained on webchat
Webchat hours of service in offices were extended to 22:00
Working from home trial provided service until midnight during final weeks of the peak
Final chat finished at 1am on 1st Feb
Monitoring of social media for customer feedback, enabling rapid incident resolution
Webchat and VA: new ways to get help
• 257k interactions with ‘Ask Ruth’ virtual assistant
Main queries for Ruth were lost User ID and/or password
• 114k webchats between customers and HMRC advisers
Of these, over 77% confirmed they would otherwise have phoned - this translates to over 88k calls
Webchat and VA: seeing results during SA16
Launching co-browsing
• Sharing the customer’s screen during a webchat session
• We’re starting by supporting customers logging on to our digital services
• Next phases will help customers navigate their online returns, forms and calculators
• Customers will be able to exchange data securely with HMRC online
• Beta available for Personal Tax Account/ Agent Online Self Serve in early 2016/17
• Text or email will prompt customer they have a message in their secure inbox
• Will gather customer feedback at every stage of design via our research team
Secure messaging coming soon
HMRCCustomers• Can interact with HMRC via the
device of their choice• A better service: satisfaction scores
for digital services routinely 80%+• Help is available at the right time for
them• Enables them to stay in the digital
channel, which means their issue is resolved faster
• Can give one to many support, increasing our productivity
• Where possible we can direct customers to the relevant website pages so they can serve themselves
• But also provide one-to-one support where a customer needs extra help
What all of this means for:
480k more returns online(now 89% online)
paper down 21%
41kless calls(down 7%)
88kfurther callsdeflected by
webchat
Phone wait times
halved(down to 5.16 mins)
Channel shift: comparing SA15 to SA16
• SA16 has given us lots to build on • Business tax account users can already service
most of their basic needs through the account• 2016 will be about growing the functionality available
to users while ensuring it is increasingly tailored and personalised
• Personal tax account will see lots more services coming soon! – something for most UK indviduals to use and benefit from by the summer
• Now realising the HMRC ambition to provide the right channel, at the right time, on the right device to help our customers help themselves….
What comes next?
Thank you
Follow our progress at hmrcdigital.blog.gov.uk