Customer Experience of ITA messages

Assignment under the Market Research MR130001 Agreement Contract.

This qualitative research will look to understand customers' experience of Intelligent Telephony Automation (ITA) on various HMRC helplines. In particular, it will seek to understand: • How well automated messages meet customer need and how satisfied customers are with the information received; • Whether customers who hang up following an ITA message have had their query resolved; and • The effectiveness of ITA messages in encouraging customers to self-serve for future queries.