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  • ATO Corporate Perceptions Survey 2017-18 executive summary

    Aim

    The ATO Corporate Perceptions survey provides overall community measurements of the ATO's reputation and the ATO's service delivery performance. This summary presents the annual 2018 results, with comparisons made with 2017.

    Method

    Millward Brown was commissioned by the ATO to undertake research focussing on enterprise wide issues relating to the ATO as a government agency and administrator. The survey involved interviews with 3,154 respondents. Fieldwork was conducted from 10 August 2017 to 25 July 2018 and covered customer interactions that occurred during the 2017-2018 financial year (July 2017 - June 2018). Customers who had a recent service experience with the ATO were surveyed.

    Results

    Overall satisfaction

    Overall satisfaction combined across all customer groups and channels have worsened since 2017 (down four points to 71%), driven by lower small to medium enterprise (SME) satisfaction (down 10 points to 71%) and lower satisfaction with the ATO's online services (down 11 points to 66%).

    Further analysis shows that the decline in satisfaction with online services is across multiple portals. Individuals' online satisfaction has dropped since 2017, as well as satisfaction among SMEs and tax agents. Microbusinesses' satisfaction has also fallen since 2016.

    Table 1: Decline in overall satisfaction since 2017 (driven by small to medium enterprises and online experiences)

    Channel

    Nett satisfied (%)

    Significant increase / decrease since 2017 (%)

    Significantly higher / lower than total (yes / no)

    Individual

    74%

    N/A

    Yes

    Microbusiness

    71%

    N/A

    No

    SME

    71%

    −10%

    No

    Large business

    73%

    N/A

    No

    Tax agent

    61%

    N/A

    Yes

    BAS agent

    73%

    N/A

    No

    Inbound phone

    76%

    N/A

    Yes

    Inbound correspondence

    60%

    N/A

    Yes

    Shopfront

    87%

    N/A

    Yes

    Online portal

    66%

    −11%

    Yes

    Outbound phone

    82%

    N/A

    Yes

    Audit

    71%

    N/A

    No

    Total satisfaction (ATO sample)

    71%

    −4%

    No

    Sample: Customers who have had a recent contact with the ATO (n=120 – 3,154)

    Service commitments

    Improvements in ratings of three service commitment standards were revealed since 2017, this includes staff knowledge, reliable information, and being kept informed. However, ratings for timeliness and ease of access to service and information declined since 2017.

    Improved perceptions of six service standards (responsiveness, knowledgeable staff, ease of meeting obligations, informed what to do, and information both sufficient reliable) among inbound phone customers since 2017. Further, outbound phone customers' perceptions have improved across three measures, including treated respectfully, responsiveness and reliable information.

    Worsened ratings of five service commitments among online customers were identified; including responsiveness, information both sufficient and reliable, ease of access, timeliness, and ease of meeting obligations.

    Table 2: Service commitments since 2017

    Service commitment

    Nett agree (%)

    Significant increase / decrease since 2017 (%)

    Nett disagree (%)

    Knowledgeable in dealings with me

    77%

    +4%

    10%

    Information I could understand

    77%

    N/A

    10%

    Information I could rely on

    76%

    +3%

    9%

    Information sufficient to meet needs

    75%

    N/A

    12%

    Easy to access info / service

    72%

    −3%

    14%

    Time taken was acceptable

    72%

    −4%

    15%

    Easy to meet my tax (and super) obligations

    70%

    N/A

    12%

    Kept informed about status / delays / issues

    60%

    +4%

    17%

    ATO would be responsive to feedback

    57%

    N/A

    18%

    Treated respectfully and courteously

    91%

    N/A

    4%

    Informed me of what I needed to do

    82%

    N/A

    9%

    Sample: inbound phone, inbound correspondence, shopfront, online, outbound phone, and audit (n= 1,794 – 3,096) in 2018.Please note that the following service commitments attributes were not asked of online customers: 'knowledgeable in dealings with me', 'kept informed about status / delays / issues', 'treated respectfully and courteously', and 'informed me of what I needed to do'.

    Inbound phone

    Results revealed 76% overall satisfaction with inbound phone services.

    Key shifts

    • 'Very satisfied' ratings of overall service quality have risen since 2015 (up 15 points to 45%)
    • Improved perceptions of knowledgeable staff, quality information (reliable and sufficient), ease of meeting obligations and being informed since 2017
      • This is driven by individuals and tax professionals
       

    Inbound correspondence

    Results revealed 60% overall satisfaction with inbound correspondence.

    Key shifts

    • Overall service quality ratings down 10 points since 2015.
      • This is driven by individuals
       
    • Fall in individuals' perceptions of being treated respectfully and ease of obligations since 2017
    • Rise in businesses' ratings of being treated respectfully and reliable information since 2017

    Shopfront

    Results revealed 87% overall satisfaction with shopfront services.

    Key Shifts

    • Rise in ratings for being kept informed since 2017
      • This is driven by micro businesses
       

    Online portal

    Results revealed 66% overall satisfaction with the online portal; this is lower than the overall satisfaction in 2017, with 77% overall satisfaction.

    Key shifts

    • Satisfaction has dropped since 2017 among individuals, SMEs and tax agents
    • Satisfaction has fallen since 2016 among microbusinesses
    • Ratings have declined in terms of ease (accessibility and meeting obligations), timeliness and quality information (sufficient and easy to understand)
      • This is driven by individuals and SMEs
       

    Audits and reviews

    Results revealed 71% overall satisfaction with audits and reviews. SMEs remain most satisfied at 75% overall satisfaction.

    Key shifts since 2015

    • Fall in perceptions of ATO staff being easy to deal with
    • Fall in perceptions of time taken being acceptable

    Outbound phone

    • Results revealed 82% overall satisfaction with outbound phone correspondence.

    Key shifts since 2017

    • Improved perceptions of respectful treatment and reliable information
    • Microbusinesses' ratings of timeliness and accessibility
      Last modified: 03 Sep 2018QC 56735