Developing concepts and contentsFinnish Tax Administration

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

Us

in 2016

6031

4983

in 2007

Our customers = taxpayers

5 500 000 individuals

650 000 businesses and corporations

780 000

tax office visits in 2016

2 200 000calls to our phone service in 2016

21 000 000visits to vero.fi

213 000chats

12 800questions answered in Answer bank

Helsinki Tax Office 1989

Tax Offices

Phone

Chat

Social Media?

Vero.fi

Answer bank

Self-service

My Tax,

Tax Card Online etc

Traditional One-to-one digital

Happiness should be on the rise

Time, energy and euros should be saved

” 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

Chat and Answer bankOne-to-one digital customer service

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

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

Chat – concept

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

Answer Bank – concept

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.)

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

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

Tax.fi

21 000 000visits 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

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

Site anatomy (Finnish site)

1236 guidance for taxpayers articles

1403 detailed guidance articles

243 forms

434 news item

65 contact detail

language versions+

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

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

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!”

Tax.fi – conceptual highlights

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

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

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

Measuring tax.fi-project

number of contacs (also quality), % of the use on e-services

+

?+

web analytics

user testing

surveys: customer satisfaction

Survey: Customer satisfaction

39

47

65 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

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

Tax card -page

Bounce

2016

39 %2017

32 %

Traffic from search engines

2016

20 %2017

28 %

Average time on page

2016

1:232017

00:45

Transfer Tax -page

Visits

+181 %Bounce

-18 %

Mobile tax.fi

+220 000 visits

+6 % the share of mobile users (13 % > 19 %)

Tax.fi – Where to

hard work

develop the content management system

make what you do visible/measurable

make sure we have enough resources

Facebook Twitter Linkedin Instagram

2015 20160

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 whichdoubled 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 potentialfor growth.

2016 – social media results in euros (four channels)