Decoding Customer Contact: Insights from User Research

Synthesizing research to optimize HMRC's customer contact strategy.

Slide 1: Customer Contact: A Deep Dive

Understanding user research synthesis for HMRC.

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  • Introduction: Welcome to the presentation. We will explore customer contact strategies based on user research synthesis at HMRC in May 2025.
  • Objective: The aim is to optimize contact channels and improve customer experience through data-driven insights and recommendations.
  • Methodology: We will review data from ongoing analysis, customer surveys, and evidence reviews to gain a holistic understanding.
  • Scope: This presentation covers digital contact volumes, SMS notifications, customer preferences, and pain points.
  • Expected Outcome: To provide actionable recommendations for an enhanced customer contact strategy based on evidence.

Slide 2: Digital Contact Growth

Analyzing the increase in digital contact details.

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  • Digital Adoption: Explore the rapid increase in digital contact details as customers increasingly interact online.
  • Trend Overview: Discuss the trend of volume growth in digital contacts and the need to manage and optimize these channels.
  • Implications: The increase in digital contact details requires scalable and efficient communication strategies.
  • Key Question: How can we leverage the growing volume of digital contacts to improve customer service and satisfaction?
  • Future Focus: Highlight the importance of understanding and catering to the needs of digitally active customers.

Slide 3: Impact of Reassurance Messaging

Analyzing the effect on progress chasing calls.

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  • Spring Budget Impact: Digital claims surged by 112% post-Spring Budget, but progress chasing calls only increased by 2%.
  • Historical Trends: Historically, progress chasing calls mirrored claim submissions, a trend now disrupted.
  • Call Volume Discrepancy: The actual call volumes are significantly lower than predicted given the digital claims submitted.
  • Reassurance Messaging: Evidence suggests reassurance messages might reduce progress chasing calls, but causality needs further analysis.
  • Further Analysis: Extended analysis is crucial to confirm the direct impact of reassurance messaging on call reduction.

Slide 4: SMS Notifications Effectiveness

Reduction in progress chasing calls via SMS.

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  • Progress Chasing Reduction: SMS notifications have significantly reduced progress chasing calls compared to pre-digital claims era.
  • Customer Feedback: 98% of customers value reassurance when interacting with HMRC online, highlighting the impact.
  • Call Volume Changes: Call volumes didn't increase proportionately with claims after reassurance messages, indicating effectiveness.
  • Alleviating Frustrations: SMS notifications ease customer anxieties, reducing low-value calls and freeing up advisors.
  • Value-Add Support: Advisors can focus on higher value-add support due to reduced progress chasing calls.

Slide 5: Customer Survey Overview

Insights from March 2022 survey data.

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  • Participant Profile: Survey included 400 HMRC customers, both in the UK and abroad, who are part of HMRC user panel.
  • Digital Literacy Bias: Participants are sourced via HMRC user panel, indicating bias towards digital literacy and access.
  • Survey Objective: To understand customer preferences regarding communication channels and satisfaction levels.
  • Data Collection: Collected data aims to provide insights on optimizing HMRC's contact strategy.
  • Survey Limitations: The digital literacy bias should be considered when interpreting survey results for broader implications.

Slide 6: Preferred Communication Channels (1)

Customer preferences for contact methods.

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  • Channel Preference Analysis: Investigate the most preferred channels to cater the customer needs effectively.
  • Impact on Contact Strategy: Channel Preference Analysis affect the contact strategy of the HMRC.
  • Customer choice: Giving choices to the customer increases the satisfaction of customers.
  • Multiple Channels: HMRC should use multiple channels that are accessible to the customer needs.
  • Channel Optimization: Need to optimize channels according to the preference and needs of the customer.

Slide 7: Preferred Communication Channels (2)

Customer preferences for contact methods.

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  • Channel Preference Analysis: Investigate the most preferred channels to cater the customer needs effectively.
  • Impact on Contact Strategy: Channel Preference Analysis affect the contact strategy of the HMRC.
  • Customer choice: Giving choices to the customer increases the satisfaction of customers.
  • Multiple Channels: HMRC should use multiple channels that are accessible to the customer needs.
  • Channel Optimization: Need to optimize channels according to the preference and needs of the customer.

Slide 8: Preferred Communication Channels (3)

Customer preferences for contact methods.

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  • Channel Preference Analysis: Investigate the most preferred channels to cater the customer needs effectively.
  • Impact on Contact Strategy: Channel Preference Analysis affect the contact strategy of the HMRC.
  • Customer choice: Giving choices to the customer increases the satisfaction of customers.
  • Multiple Channels: HMRC should use multiple channels that are accessible to the customer needs.
  • Channel Optimization: Need to optimize channels according to the preference and needs of the customer.

Slide 9: Key Insights

Summarizing the core findings from the research.

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  • Main Discoveries: Overview the insights such as customer preferences, channel effectiveness, and areas for improvement.
  • Strategic Implications: Show how these findings can influence and refine HMRC’s customer contact strategy.
  • Improvement Areas: Highlight specific areas needing attention based on the insights gained.
  • Impact Measurement: Insights are measured by customer satisfaction, call volume reduction, and service efficiency.
  • Forward Planning: Use the findings as a base to optimize strategies and enhance customer interactions.

Slide 10: Providing Contact Details (1)

Customer experiences and expectations.

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  • Customer Expectations: Understand the expectations regarding contact preferences and what customers want.
  • User Experience: What is the overall experience of users about providing contact details.
  • Preferences: How can customer preference affect the contact details and its providing.
  • Channel Optimization: Optimize the channel according to the customer needs and preferences.
  • Impact Measurement: Measure satisfaction by contact, call volume reduction and service efficiency.

Slide 11: Providing Contact Details (2)

Customer experiences and expectations.

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  • Customer Expectations: Understand the expectations regarding contact preferences and what customers want.
  • User Experience: What is the overall experience of users about providing contact details.
  • Preferences: How can customer preference affect the contact details and its providing.
  • Channel Optimization: Optimize the channel according to the customer needs and preferences.
  • Impact Measurement: Measure satisfaction by contact, call volume reduction and service efficiency.

Slide 12: Providing Contact Details (3)

Customer experiences and expectations.

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  • Customer Expectations: Understand the expectations regarding contact preferences and what customers want.
  • User Experience: What is the overall experience of users about providing contact details.
  • Preferences: How can customer preference affect the contact details and its providing.
  • Channel Optimization: Optimize the channel according to the customer needs and preferences.
  • Impact Measurement: Measure satisfaction by contact, call volume reduction and service efficiency.

Slide 13: Providing Contact Details (4)

Customer experiences and expectations.

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  • Customer Expectations: Understand the expectations regarding contact preferences and what customers want.
  • User Experience: What is the overall experience of users about providing contact details.
  • Preferences: How can customer preference affect the contact details and its providing.
  • Channel Optimization: Optimize the channel according to the customer needs and preferences.
  • Impact Measurement: Measure satisfaction by contact, call volume reduction and service efficiency.

Slide 14: Providing Contact Details (5)

Customer experiences and expectations.

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  • Customer Expectations: Understand the expectations regarding contact preferences and what customers want.
  • User Experience: What is the overall experience of users about providing contact details.
  • Preferences: How can customer preference affect the contact details and its providing.
  • Channel Optimization: Optimize the channel according to the customer needs and preferences.
  • Impact Measurement: Measure satisfaction by contact, call volume reduction and service efficiency.

Slide 15: Providing Reassurance

Customer experiences and expectations.

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  • SMS Notifications: SMS notifications have been effective in reducing progress chasing calls.
  • Reduction in Progress Chasing Calls: Since the implementation of reassurance messages, there has been a significant reduction in these calls.
  • Customer Feedback: A large majority of customers (98%) have indicated that reassurance is important when dealing with HMRC online.
  • Impact on Call Volumes: The relationship between digital claims submitted and progress chasing calls has changed.
  • Overall Impact: The implementation of SMS notifications has helped alleviate customer frustrations and anxieties.

Slide 16: Providing Reassurance (2)

Customer experiences and expectations.

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  • SMS Notifications: SMS notifications have been effective in reducing progress chasing calls.
  • Reduction in Progress Chasing Calls: Since the implementation of reassurance messages, there has been a significant reduction in these calls.
  • Customer Feedback: A large majority of customers (98%) have indicated that reassurance is important when dealing with HMRC online.
  • Impact on Call Volumes: The relationship between digital claims submitted and progress chasing calls has changed.
  • Overall Impact: The implementation of SMS notifications has helped alleviate customer frustrations and anxieties.

Slide 17: Providing Reassurance (3)

Customer experiences and expectations.

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  • SMS Notifications: SMS notifications have been effective in reducing progress chasing calls.
  • Reduction in Progress Chasing Calls: Since the implementation of reassurance messages, there has been a significant reduction in these calls.
  • Customer Feedback: A large majority of customers (98%) have indicated that reassurance is important when dealing with HMRC online.
  • Impact on Call Volumes: The relationship between digital claims submitted and progress chasing calls has changed.
  • Overall Impact: The implementation of SMS notifications has helped alleviate customer frustrations and anxieties.

Slide 18: Providing Reassurance (4)

Customer experiences and expectations.

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  • SMS Notifications: SMS notifications have been effective in reducing progress chasing calls.
  • Reduction in Progress Chasing Calls: Since the implementation of reassurance messages, there has been a significant reduction in these calls.
  • Customer Feedback: A large majority of customers (98%) have indicated that reassurance is important when dealing with HMRC online.
  • Impact on Call Volumes: The relationship between digital claims submitted and progress chasing calls has changed.
  • Overall Impact: The implementation of SMS notifications has helped alleviate customer frustrations and anxieties.

Slide 19: Providing Reassurance (5)

Customer experiences and expectations.

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  • SMS Notifications: SMS notifications have been effective in reducing progress chasing calls.
  • Reduction in Progress Chasing Calls: Since the implementation of reassurance messages, there has been a significant reduction in these calls.
  • Customer Feedback: A large majority of customers (98%) have indicated that reassurance is important when dealing with HMRC online.
  • Impact on Call Volumes: The relationship between digital claims submitted and progress chasing calls has changed.
  • Overall Impact: The implementation of SMS notifications has helped alleviate customer frustrations and anxieties.

Slide 20: Evidence Review Context

Details on the Customer Contact Channels Evidence Review.

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  • Review Purpose: To assess the effectiveness of various customer contact channels within HMRC's operations.
  • Team Collaboration: Collaborative effort including Behaviour, Insight and Research team, CIDD, CDIO, FP&P, KAI.
  • Data Sources: Evidence gathered from diverse sources including CDIO, FP&P, KAI, and other teams.
  • Sensitivity Level: Document is classified as OFFICIAL SENSITIVE, requiring careful handling and distribution.
  • Date: Review data gathered on December 2020.

Slide 21: Contact Strategy Implications

Recommendations for optimizing customer contact.

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  • Data Interpretation: Understand data to ensure smooth operations through communications.
  • Customer Experience: By optimising the data, HMRC can enhance customer experience.
  • Enhance communication: Provide proper communication so the customers are fully aware of it.
  • Future plans: Make further plans by gathering the required data of customer satisfaction and needs.
  • Improve operations: Improve operations to cater the customer effectively by using the data and improve communication.

Slide 22: Contact Strategy Implications (2)

Recommendations for optimizing customer contact.

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  • Data Interpretation: Understand data to ensure smooth operations through communications.
  • Customer Experience: By optimising the data, HMRC can enhance customer experience.
  • Enhance communication: Provide proper communication so the customers are fully aware of it.
  • Future plans: Make further plans by gathering the required data of customer satisfaction and needs.
  • Improve operations: Improve operations to cater the customer effectively by using the data and improve communication.

Slide 23: Contact Strategy Implications (3)

Recommendations for optimizing customer contact.

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  • Data Interpretation: Understand data to ensure smooth operations through communications.
  • Customer Experience: By optimising the data, HMRC can enhance customer experience.
  • Enhance communication: Provide proper communication so the customers are fully aware of it.
  • Future plans: Make further plans by gathering the required data of customer satisfaction and needs.
  • Improve operations: Improve operations to cater the customer effectively by using the data and improve communication.

Slide 24: Contact Strategy Implications (4)

Recommendations for optimizing customer contact.

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  • Data Interpretation: Understand data to ensure smooth operations through communications.
  • Customer Experience: By optimising the data, HMRC can enhance customer experience.
  • Enhance communication: Provide proper communication so the customers are fully aware of it.
  • Future plans: Make further plans by gathering the required data of customer satisfaction and needs.
  • Improve operations: Improve operations to cater the customer effectively by using the data and improve communication.

Slide 25: Contact Strategy Implications (5)

Recommendations for optimizing customer contact.

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  • Data Interpretation: Understand data to ensure smooth operations through communications.
  • Customer Experience: By optimising the data, HMRC can enhance customer experience.
  • Enhance communication: Provide proper communication so the customers are fully aware of it.
  • Future plans: Make further plans by gathering the required data of customer satisfaction and needs.
  • Improve operations: Improve operations to cater the customer effectively by using the data and improve communication.

Slide 26: User Pain Points

Challenges and frustrations.

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  • Identifying Pain Points: Identify the key customer needs and their pain points.
  • Addressing Needs: HMRC should work for the needs of the customer.
  • Enhance communication: Communicate with customer to address their issues.
  • Future plans: HMRC should make future plans by customer data.
  • Improve operations: Operations should improve to cater the customer.

Slide 27: User Pain Points (2)

Challenges and frustrations.

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  • Identifying Pain Points: Identify the key customer needs and their pain points.
  • Addressing Needs: HMRC should work for the needs of the customer.
  • Enhance communication: Communicate with customer to address their issues.
  • Future plans: HMRC should make future plans by customer data.
  • Improve operations: Operations should improve to cater the customer.

Slide 28: User Pain Points (3)

Challenges and frustrations.

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  • Identifying Pain Points: Identify the key customer needs and their pain points.
  • Addressing Needs: HMRC should work for the needs of the customer.
  • Enhance communication: Communicate with customer to address their issues.
  • Future plans: HMRC should make future plans by customer data.
  • Improve operations: Operations should improve to cater the customer.

Slide 29: User Pain Points (4)

Challenges and frustrations.

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  • Identifying Pain Points: Identify the key customer needs and their pain points.
  • Addressing Needs: HMRC should work for the needs of the customer.
  • Enhance communication: Communicate with customer to address their issues.
  • Future plans: HMRC should make future plans by customer data.
  • Improve operations: Operations should improve to cater the customer.

Slide 30: User Pain Points (5)

Challenges and frustrations.

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  • Identifying Pain Points: Identify the key customer needs and their pain points.
  • Addressing Needs: HMRC should work for the needs of the customer.
  • Enhance communication: Communicate with customer to address their issues.
  • Future plans: HMRC should make future plans by customer data.
  • Improve operations: Operations should improve to cater the customer.

Slide 31: Thank You

Gratitude for your attention.

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  • Appreciation: Thank you for your time and attention to this presentation.
  • Further Inquiries: We welcome any questions or further discussion on this topic.
  • Collaborative Efforts: This research is a part of collaborative efforts to ensure customer satisfaction.
  • Continued Improvements: We are committed to implementing these insights for continual improvements.
  • Contact Information: For more information, contact us to discuss further improvements and planning.