HMRC commissioned research to understand how customers can best be supported to resolve their issues online rather than by calling the helpline. The research sought to provide evidence on how to build reassurance into HMRC’s digital services for mutual customer and business benefit.
The key overall objectives for this project were to:
- understand the customer need for reassurance, certainty and trust within HMRC digital channels and specifically within the Personal Tax Account
- identify what drives customers to seek reassurance through traditional channels, such as telephone helplines
- explore how these specific reassurance needs can be addressed by HMRC to encourage confident use of digital services
The research was conducted from July 2017 to January 2018 by Ipsos Mori and the report was completed in February 2018. Ipsos MORI conducted 40 interviews and six discussion groups with Tax Credits, Self Assessment and PAYE customers.