CH600250 - The One to Many Approach: planning a one to many approach: who exactly are the customers you want to influence?

You need to think carefully about exactly what customer population you will focus on.

RIS can help you identify your population. You should consult with RIS in good time to allow them to build this into their wider workplan. Further consideration may need to be given to the new Caseflow process, see CH600700.

You may select a group of customers based on combinations of factors including:

• region
• trade sector
• customer groups, for example Individuals, partnerships, companies, and large businesses
• size of population
• tax they are registered for
• previous OTM contact history

Once you have your full population established you must consider who you will be contacting, for instance you may wish to take a randomised control trial approach to measure the effect of your approach in a statistically significant way. Knowledge, Analysis and Intelligence (KAI) can advise you on the appropriate methodology for your population.

Any customer population you choose will carry particular risks to HMRC’s reputation. This should not necessarily prevent your OTM approach going ahead.

You must prepare a risk assessment to make sure that you identify risks and can take action to counter them.