HMRC commissioned Ipsos MORI to conduct research to test customers’ understanding of a revised version of its Customer Charter. The study explored understanding and interpretation of the key messages proposed in the Charter, clarity of language and appropriateness of tone.
Specifically, this study aimed to explore the following:
- responses to the rights and obligations statement headings – with a particular focus on the addition of further obligations
- responses to the narratives (the explanation of the statement), and how far (and effectively) these supported understanding
- reactions to the possible online format of the Customer Charter