1. SME Education
GovDelivery conference
21st November 2013
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2. HMG Digital Strategy




Revolution not evolution
'Create digital services that are so straight forward and
convenient that everyone who can use them chooses to
do so' (Digital by default)
Government savings
Citizen benefits
Cost of customer contact (from
survey of 120 local councils):
 Face to face = £8.62
 Telephony = £2.83
 Web = £0.15
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3. HMRC Digital Strategy
• To deliver a 21st century transparent tax system, enabled
by digital self service, which is safe and easy to use
• Develop digital capability throughout HMRC
• Support transition to GOV.UK
• Increase customer use of digital channel
• Provide support for those who need it
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4. Our role
We will close the tax gap by giving Business Customers
the ability and confidence to meet their tax obligations
on their own, customers will feel support is tailored to
their needs, available when they need it, and engaging
to use
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5. Our vision
REACTIVE
PROACTIVE
RESPONSIVE
Proving education to correct common
errors by groups of SMEs
Proving education to prevent common
errors by groups of SMEs
Proving targeted education to prevent
predicted errors by individual SMEs
2011
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20
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330
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2014
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edia
Assist
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413
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Customer reach
713k
5
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6. Strategic objectives
E01: Create a service business customers want to use by
designing engaging and innovative help which provides
recognisable value
E02: Help business customers understand when they need
help, giving them the ability and confidence to self-serve in
meeting their tax obligations
E03: Make more customers aware of the support that is
available and how to access it
E04: Support the less able in accessing an education service
appropriate to their needs and ability
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7. Customer reach
• 718k customer reach target in 2013/14
• How we reach our customers
• Where does email fit in
• GovDelivery
• Joined-up help across government
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8. Joined up help
Pyramid of Support
Level 1 Awareness:
Short YouTube clips, Twitter, Help Sheets
Signposting Emails
Level 2 Overview:
One hour Webinar with Q&A,
Long video clips
Level 3 Hands-on:
eLearning, webinars, interactive
modules
Level 4
Academic:
Legislation,
tax cases
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9. Our email capability
• Customer journey concept
• What people need when they need it
• What next? ……refining, expanding
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10. Our email capability
• How we use it: journeys and ad-hoc
• What it looks like
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11. Hello Subscriber,
HMRC has developed a range of tools to support employers, and make tax easier, quicker
and simpler for your business.
Below are two resources that employers have found helpful for managing employee
expenses and benefits:
1.Online seminars (‘webinars’) – pre-recorded videos lasting 30 minutes and live 60minute webinars, where you can ask experts questions. Find details on Expenses and
Benefits for Employers and the full range of webinars today.
2.Toolkits – Each of our toolkits cover a different tax topic and contain a checklist that can
help to prevent simple errors. Have a look at the 'Expenses and benefits from employment'
toolkit today
Finally, do you know that the Government offers support for firms that take on young
people? The Youth Contract provides incentives for firms that employ an 18-24 year old who
has been receiving benefits for at least six months through Jobcentre plus. 86% of
employers involved in the Youth Contract said they would be likely to take on another
person in the future through the scheme.
Colin Ford:
Head of SME Education

12. Our email capability
• Use of Nudge
• What we have learned through
experiments
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13. Subscriptions
Performance since 1st July
One
70 Hundred
k Thousand
Link clicks
Record keeping
app views
2,000
Additional YouTube
views
16,000
1,000,000
Emails sent since 1st July
373k
Emails
opened
34%
£8.3 million
Additional Revenue Benefit
£20 million
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Additional Revenue Benefit forecast for 2014/15