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