Personal Tax Account/Digital Segmentation/ Contact

Assignment under the Market Research Framework MR130001

HMRC’s vision is to deliver a 21st century transparent tax system, enabled by digital services which are safe and easy to use for the customer, inexpensive for HMRC and ensures revenue sustainability. The research will support HMRC’s objective to reduce contact and migrate customers to digital channels by understanding how to achieve this for the flagship Personal Account that will be accessible by all individuals. The research will identify the varying needs and preferences of the digital account for the customer groups targeted for migration in private and public beta. HMRC’s aim is to offer individual customers a ‘Personal Account’ through which they will access services in a personalised way. This account will allow customers to manage their HMRC affairs securely in one place, while better meeting customer needs, as well as delivering business benefits to HMRC.