Statement of Intent 2007-10: Part three - Our strategic direction

Target and tailor our activities through understanding our customers

Targeting and tailoring^[18] our services to meet our customers' needs will help us to increase the level of voluntary compliance over time. To achieve this, we need to understand their perspectives and expectations and to take account of these in developing effective and efficient services.^[19]

Our Customer Insight group, working closely with our customers and community organisations, provides the information that we need to understand:

• behaviour patterns and attitudes towards compliance with tax and other legislation
• what services or support customers want
• how we can design cost-effective services and compliance improvement approaches that will increase compliance.

Our understanding of our customers makes an important contribution to our service design processes and our approach to improving compliance. We will also use our understanding of customers as part of our day-to-day decision-making processes.

This will help us to improve our overall effectiveness by:

• providing additional perspectives into the development of policy
• helping us design future systems and processes that make it easy for customers to comply and hard for them to avoid their obligations
• helping us respond to new or changing needs and develop innovative solutions and delivery channels that meet both the customers' and our needs.

We will continue to build our organisational ability to understand customers' perspectives by generating information and analysis from our new Customer Insight group. Our success with small and medium enterprises is an example of this approach.

¹⁸ Targeting relates to identifying particular customer groups, such as small and medium enterprises. Tailoring relates to providing services that meet different service needs within a customer group.
¹⁹ We will deliver services tailored to meet the needs of large groups of customers, rather than delivering a personalised service.

Other pages in: Part three - Our strategic direction

• Introduction
• Optimise organisational efficiency and reduce compliance costs over time
• Create an environment which promotes compliance
• Continually invest in our people and the tools to deliver our future outcomes

Date published: 24 Jun 2007

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