HMRC published, on 13 July 2017, a research report, commissioned by HMRC and conducted by Ipsos Mori, which explored perceptions of ITA (Intelligent Telephony Automation) on HMRC helplines.
The research was qualitative rather than quantitative in nature and involved in depth interviews with 45 individuals. The key findings were:
The report included suggestions on what an ideal ITA system would look like, based on the experiences of interviewees:
Members in practice have expressed frustration about messages on helplines being too long, particularly messages directing callers to go online when this has already been tried or is not an option for the query concerned. Please comment below on any experiences, good or bad, with ITA.
If I make a telephone call it is because I have a problem and want to speak to a human being. Nothing less is acceptable and the last thing I want is to be repeatably told about some web page when I do not want to use a computer. Many, if not most, taxpayers are either elderly or not computer literate or they are busy people who just want a quick and immediate answer from someone who can be expected to know what they are talking about. If they get given a list of options or are put through to a computer they just hang up. The only option they should have is to be put through directly to an adviser who can then redirect it immediately to another adviser if the question is beyond their capability to answer.