Getting the message across - the importance of good communications
A HMRC case study

Page 0: Introduction

The Inland Revenue delivers important services to the community, and requires a clear, efficient multi-channel communication system through which to make contact with its stakeholders. These communications are at least two-way. For example:Inward people tell the Inland Revenue about changes in their household circumstances to find out how these affect their entitlement to tax creditssmall...
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Page 1: Today´s Inland Revenue

The range of work undertaken by the Inland Revenue is broadening. It includes helping people to pay the right amount and receive what they are entitled to by providing clear advice and literature about: Income Tax - Advising people how and when to pay. Helping taxpayers to calculate their tax liability. Publishing the tax rates. Tax Credits - Paying child tax credits directly to families...
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Page 2: Communication

Now that the Inland Revenue plays a much wider role in society it must inform major stakeholders, crucially the public, what this new role involves. The communication process needs to define and explain: WHAT the Inland Revenue wants to achieve - The Business Direction WHY it exists - The Core Purpose HOW it is going to do it - The Core Traits. What? The Inland Revenue's Business...
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Page 3: Internal and external communication

Organisations communicate: internally - within the organisation itself externally - with stakeholders and customers. Internally, the Inland Revenue needs to ensure that all its employees understand the new developments and the changing nature of their responsibilities. External communication involves ensuring that stakeholders and customers are kept informed. For example: Business...
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Page 4: Methods of communication

The best communication methods succeed in putting across the right message in a clear, unambiguous way that gets noticed by the target audience, whilst also saving on time and cost. Good communicators succeed in choosing the best medium of communication for the particular purpose in mind. For external communications, the Inland Revenue typically uses: Written communications dispatched by mail...
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Page 5: Communicating the process of culture change

One of the Inland Revenue's biggest communications exercises recently has involved explaining to its staff the details and the implications of the organisation's ongoing culture change. This exercise in 'spreading the message' has involved approximately 80,000 staff based at over 150 sites across the UK. The key idea to put across was that the Inland Revenue has an increased emphasis on being...
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Page 6: Conclusion

It is particularly important for a customer service organisation to develop good communication channels and processes with all of its stakeholders and especially with its customers and employees. The Inland Revenue operates in a fast changing world and its culture is changing to become more customer-focused. It has assumed responsibility for new areas of work, and has developed sophisticated...
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