Research and analysis

Customer experience of Intelligent Telephony Automation

Research to understand customer perceptions of, and behavioural responses to, Intelligent Telephony Automation used on HMRC customer helplines.


Customer experience of Intelligent Telephony Automation

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Intelligent Telephony Automation (ITA) is a voice recognition technology programmed to respond to the caller and is in use on various HMRC helplines. The purpose of this qualitative research was to explore customer perceptions of ITA, including customer experiences, views and behavioural responses to ITA messages.

The objectives of this study were to understand:

  • how well ITA messages meet customer need and how satisfied customers are with the information received
  • how far HMRC can consider customers who hang up following an ITA message to have had their call handled
  • the effectiveness of ITA messages in encouraging customers to use other methods to resolve their query

The report contains findings from 45 telephone depth interviews with customers who had called HMRC’s telephone helplines in November 2016.

Published 13 July 2017