Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Digital customer service channels and digital content at the Finnish Tax Administration

92 views

Published on

Presentation given by Seniha Cihangir at the J. Boye Aarhus 17 conference

Published in: Education
  • Be the first to comment

  • Be the first to like this

Digital customer service channels and digital content at the Finnish Tax Administration

  1. 1. Developing concepts and contents Finnish Tax Administration
  2. 2. Developing concepts and contents 1 Presentations and warming up 2 3 One-to-one (Chat, Answer bank) Tax.fi information service goals, measuring and lessons learned FTA and digital channel strategy
  3. 3. Us
  4. 4. in 2016 6031 4983 in 2007
  5. 5. Our customers = taxpayers 5 500 000 individuals 650 000 businesses and corporations
  6. 6. 780 000 tax office visits in 2016
  7. 7. 2 200 000 calls to our phone service in 2016
  8. 8. 21 000 000 visits to vero.fi
  9. 9. 213 000 chats
  10. 10. 12 800 questions answered in Answer bank
  11. 11. Helsinki Tax Office 1989
  12. 12. Tax Offices Phone Chat Social Media? Vero.fi Answer bank Self-service My Tax, Tax Card Online etc Traditional One-to-one digital
  13. 13. Happiness should be on the rise Time, energy and euros should be saved
  14. 14. ” make sure people know what they need to do” “ help them do it themselves and as easily as possible” Increase e-filing More correctly filed returns than before The number of contacts to other channels should be reduced Better taxpayer satisfaction - better tax compliance
  15. 15. Chat and Answer bank One-to-one digital customer service
  16. 16. Why?  goals - euros = cost-effective customer service (reduction in calls 30%) - happiness on the rise = better customer-satisfaction  also to replace – the personal guidance given via e-mail (around 16 000 year) – decrease in eService support requests (34 000 year) – suomi24.fi-channel (3000 Questions/year, 250 readers/answer) – tax.fi faqs  general level guidance
  17. 17. Chat and Answer bank – backend  Eight teams – 15-20 members in one team  Working in – call services (50%) and – chat and Answer bank (50%)  3-level service – Level 1: Customer service officers – Level 2: Taxation professionals – Level 3: Experts  Work queues – Officers are attached to different work queues by their different skillsets  Management – load balancing & queue management
  18. 18. Chat – concept
  19. 19. Chat – service goals 60 sek max. waiting time 120 chats /fte (corporations 100/fte) 2-5 chats open per officer at the same time 5 min lenght of the conversation
  20. 20. Answer Bank – concept
  21. 21. Answer Bank – Numbers 14 000 QA`s published 20 goal: questions answered per fte 10,5 questions answered per fte in 2016 330 000 unique visits in front page in 2017 (est.)
  22. 22. CHAT – Where to – conclusions Supports the use of e-services chat for logged in users display sharing make it even more efficient: piloting AI and model answers + Efficient compared to telephone New customer service channel has also created new demand + - Shortens queues for phone service during busy seasons+ longer service hours during busy seasons
  23. 23. Answer bank – Where to – conclusions the phone is far more cost-effective • taxpayers will be able to send questions only after logging in • most frequent questions will be edited and made public • make it even more efficient by developing the process - + taxpayers value the written answer
  24. 24. Tax.fi
  25. 25. 21 000 000 visits to tax.fi in 2016 Front page My Tax Tax card online Tax card guidance Businesses and corporations front page E-file Call us Katso-identification Forms Local tax offices top 10 pages popular tax topics Car tax Transfer tax Tax credit for domestic costs VAT Gift tax Inheritance
  26. 26. 0 100000 200000 300000 400000 500000 600000 700000 800000 Weekly visits 2016 Tax cards Filing tax reports Tax assessment decisions Public tax information release date* Tax returns 683 783 192 997
  27. 27. Site anatomy (Finnish site) 1236 guidance for taxpayers articles 1403 detailed guidance articles 243 forms 434 news item 65 contact detail language versions+
  28. 28. Renewall project – timeline  Concept – Autumn 2016  Requirement specification – Spring 2017  Competitive bidding; May – August 2017  Building the site; October 2016 – June 2017  beta.vero.fi launched – June 2017  the new vero.fi is launced at 26.6.2017
  29. 29. What we did in the project  massive content migration  new search  new concept and user experience – new visuals – new content structure – new navigation  new process for content production  launching also a new content strategy – 5 pilot subject areas – rolling out the rest just now
  30. 30. New model for content production  content designed and renewed in sprints  customer insight – web-analytics – chat – Answer bank – logging customer data – interviews of our customer service people – customer interviews  roles – customer service – communications/copywriter – substance – usability – ux, visual designer (outsourced) Also new writing guidelines for Vero.fi “You can't just write whatever you want on Vero.fi!”
  31. 31. Tax.fi – conceptual highlights
  32. 32. New concept for content – clear, reliable, understandable  focus on what is really important  clear and appropriate directions  e-filing  paths from the general to the specific  produce the information for the mainstream/ most general use cases – acknowledge exceptional use cases but do not let them cloud the mainstream process  no repetition reduce the amount of text radically also cut down on the visual stimulus and elements
  33. 33. Self-help tools – functional mini-apps  customise/personalize the content even though you are not logged in – answer tree/selection wizards  8863 unique users in the trial period (1.-24.2.)  10-20 % of users in Vero.fi sub-pages used the service  Calls answered -9,58 % – calculators
  34. 34. Faqs  questions based on – phone call volumes – visit doc entries – participating customer agents  measuring • hard to measure the impact on phone call volumes • the number of visits grows faster than elsewhere in tax.fi
  35. 35. Measuring tax.fi-project number of contacs (also quality), % of the use on e-services + ? + web analytics user testing surveys: customer satisfaction
  36. 36. Survey: Customer satisfaction 39 47 6 5 12 5 Very satisfied 4 Quite satisfied 3 Not satisfied nor unsatisfied 2 Quite unsatisfied 1 Very unsatisfied N/A Phone (has called sometimes) ka. 4,20 How well did you manage to find the information you were looking for at vero.fi
  37. 37. Tax.fi-project – web analytics 1.8.-25.9.2016 1.8.-25.9.2017 +11% visits +15% page loads +1 min 8 sek visit duration -1% bounce -5% interactions
  38. 38. Tax card -page Bounce 2016 39 % 2017 32 % Traffic from search engines 2016 20 % 2017 28 % Average time on page 2016 1:23 2017 00:45
  39. 39. Transfer Tax -page Visits +181 % Bounce -18 %
  40. 40. Mobile tax.fi +220 000 visits +6 % the share of mobile users (13 % > 19 %)
  41. 41. Tax.fi – Where to hard work  develop the content management system  make what you do visible/measurable  make sure we have enough resources
  42. 42. Facebook Twitter Linkedin Instagram 2015 2016 0 35K 70K 105K 140K 175K 210K 245K 280K 48,835 158,935 26,843 29,313 22,518 71,564 459 1,887 Value of our earned media 2016 (€) 261.7K +163.0K Our value in the four measured channels grew significantly in 2016. Largest growth took place in Facebook and LinkedIn, the value of which doubled in 2016 mainly due to earned visibility, increased link clicks and brand reactions. In addition to these, Twitter grew moderately, bringing in a quarter of the total value. Instagram is still a young channel in our use, and it has a lot of potential for growth. 2016 – social media results in euros (four channels)

×