Research and analysis

Personal Tax Account - Digital Customer Segmentation research

Research to develop and understand a digital segmentation to better tailor communications and services for customers around the Personal Tax Account (PTA).

• From: HM Revenue & Customs
• Published: 23 July 2018

Documents

Personal Tax Account - Digital Customer Segmentation Research

Ref: HMRC Research Report 502

PDF, 637 KB, 17 pages

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Details

HMRC commissioned mixed methods research to support the development of the Personal Tax Account (PTA) and improve their understanding of preferences for various contact channels. In order to better understand the different needs and capabilities of its customers, a digital customer segmentation was generated to inform HMRC’s digital migration strategy.

The key overall objectives for this project were to:

• ensure the design of online services (especially the PTA) meets the needs and preferences of different customer types
• inform the model of digital migration by understanding the factors that influence customer preference towards digital services
• enable the development of tailored communication and marketing strategies for digital offers (especially the PTA)

The research was carried out by Kantar Public (formerly known as TNS BMRB) and was undertaken from January to November 2016. Qualitative fieldwork took place between 14th March and 15th April 2016. Quantitative fieldwork took place from 10th June to 27 June 2016. Inputs for the segmentation came from the Personal Tax Account survey, carried out using the Lightspeed Research online access panel from the 10th to 27 June 2016.

Published 23 July 2018