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Communication Award - HMRC- Self Assessment Campaign
Self Assessment Online - Winner of the Communication Award, sponsored by COI
HMRC’s goal of increasing the usage of its online services started with the introduction of its Self Assessment Online Service in April 2008, replacing an existing service dating back to 2000. The aim was to achieve an increase in take-up of customers filing a Self Assessment Tax Return online by persuading them to switch from paper to online filing channels.
Prior to its launch we developed a communications plan following the principles of Engage (a cross-governmental framework to promote customer-focused communications).
In addition to addressing known issues with individual citizens and businesses, we had a problem with the media following some adverse reports around the reliability and complexity of the previous Self Assessment Online service.
We segmented our customers into specialists and non-specialists based on their IT use and behaviour. This segmentation allowed us to identify our target audience and develop specific products to change behaviour.
We launched an extensive TV, radio, newspaper and outdoor advertising campaign featuring a trusted media figure, Moira Stuart (a former BBC news presenter).
We conducted usability testing of our products covering content and method of delivery, refining the products before release.
To support frontline staff we worked with internal stakeholders identifying staff needs, arranging, developing and evaluating training; as well as providing guidance materials and support tools enabling them to promote and encourage migration to online and support customers.
Following the final filing deadline of 31 January 2009 and evaluation of the campaign, it is clear that outcomes have exceeded expectations.
This success demonstrates that it is possible to change customer behaviour and that citizens and businesses want to do business with HM Government online, provided we make it easy for them to do so.
An indication of its success was demonstrated when HMRC won the ‘Delivering Efficiency’ and ‘Winner of Winners’ award in the 2009 Government Computer Awards hosted by the Guardian, followed by the ‘Strategic Communications Campaign Award’ at the Good Communication Awards, which celebrate excellence in public sector communications.
Last updated 350 days ago by Kevin Sorkin