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How service design can contribute to
create better tax services
Ronnie Nielsen & Louise Helmer Nielsen
Citizens Companies
1632
Who are our customers
?
Everyone is
under suspicion
We have
different types
of customers
Determined
not to
comply
Unwilling to comply,
but can be
influenced
Willing to comply, but
does not always
succeed
Willing and
able to comply
Audits &
prosecution
Raised
stakes
Information &
services
Every
customer is
different
Awareness: are taxpayers aware of
their obligations?
Ability: are taxpayers
able to comply?
Motivation: are taxpayers willing to
comply?
Why do some
taxpayers stumble
on the stairs?
”She actually seemed to really
care about my situation... It is
good to know that they pay
attention to how their actions
affect people... That left a really
positive impression.”
Recent initiatives
Customer panel
Customer segmentation
Customer analysis
Customer-oriented strategy
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