How will technological developments and organisational digital transformation impact customer contact demand patterns and productivity? (For example, will the queries advisers handle become increasingly complex with customers using digital self-serve to handle less complex queries?).

Background

As part of HMRC’s vision to be a trusted, modern tax and customs department, our strategy is to deliver more of what our customers need through digital services whilst retaining advisor-led services for those who need them, for example those who need assistance to use our digital services, are digitally excluded, vulnerable or have complex tax affairs. Research would consider how we deliver this modernisation effectively to improve customer experience, building on existing evidence and research to understand customer needs, preferences and behaviour.