My Account Growth Potential

Prepared for the:
Public Affairs Branch
Canada Revenue Agency
FINAL REPORT
March 2008
POR# 345-07
Contract #46558-098177

Prepared by:
Phoenix Strategic Perspectives Inc.

Le rapport complet en français sera fourni sur demande.

To request a full copy of this report, please contact Library and Archives Canada at:
613-996-5115 or 1-866-578-7777 or www.collectionscanada.ca

Media Enquiries:
Media Relations
Canada Revenue Agency
4th Floor 555 MacKenzie Avenue
Ottawa ON K1A 0L5
media.relations@cra-arc.gc.ca

Executive Summary

Context

The Canada Revenue Agency (CRA) offers a number of on-line services, a key component of which is My Account for Individuals, an on-line tool that allows taxpayers and benefit recipients to manage their personal income tax and benefit account. To date, take-up of this offering is below expectations established when the service was first introduced in 2003.

The objectives of this research undertaking were to explore views of My Account users and potential users to assist in the development of marketing campaigns. The research explored the awareness of My Account service, and the appeal of My Account to both current users and non-users. It should be noted that there were some My Account users present in each of the non users groups, although this did not seem to have much, if any, impact on the group dynamic.

The findings presented in this report are drawn from a series of eight focus groups conducted February 20 to 26, 2008 in Montreal, Toronto, Calgary and Vancouver. Participants were segmented into Generation X-ers (aged 28 to 42) and Baby Boomers (43 to 62). All were Netfilers. Six groups were comprised of non users of My Account and two with users.

Findings

On-line experience and Netfile

Most participants were extremely comfortable Internet users. All but a small number, for instance, used Internet banking and had experience with on-line shopping. In most instances, the Internet was their preferred service channel for seeking information from governments, and had been for a number of years, and a good many also preferred this channel for transactional interactions with governments.

Participants interactions with CRA tended to be modest, with all but a few participants dealing with the Agency only when they file their income tax return or for seeking the occasional piece of straight-forward information.

Participants ranged in Netfile experience from one to five-plus years, and were overwhelmingly positive in their assessments of the service, although some of favourable attitudes had more to do with tax preparation software than with the Netfile service itself.

A variety of information sources were cited where they first heard of Netfile, including word-of-mouth, information from CRA and tax preparation software.

My Account — users

Most My Account users had been accessing the service for a year or two. The most commonly cited means by which they learned of the service were direct communications from CRA. Participants lent towards the point of view that there could be more information about the service and promotion in order to increase usage. Motivations for registering were dominated by having access to personal tax information, convenience driven and simplifying record keeping.

While difficult to state with great certainty, the sense from the discussion was that most users had visited My Account on one occasion if at all, with very few who had made frequent use of the service.

Users saw the site as easy to navigate, simple and clear and mentioned no issues with navigating it. They reported no security concerns of note prior to registering for My Account but many portrayed the three-step registration process as onerous and excessive.

My Account — non users

A small number of non-users had been aware of My Account, although most were uncertain of what services were in fact offered. CRA's website and word-of-mouth were cited as avenues whereby they had heard of the service.

When the site was described to them, a good number (particularly Baby Boomers) expressed healthy degrees of interest, notably in access to historical tax records, the change of address feature and RRSP information. Younger participants (in the Generation-X cohort) tended to be more tepid on the service, with the exception of newer and expecting parents who felt it held appeal. For those who remained uncertain as to their level of interest in My Account, an often-voiced comment was that they would need to see some clearer personal benefit before looking further.

My Account — possible improvements

The most frequently offered suggestion to encourage take-up of My Account was to include tax preparation and filing via My Account, although a small number countered that the Government of Canada should leave tax preparation software to the private sector firms who have invested in developing it.

A number of other suggestions of possible My Account features which would interest them were offered, including: Retirement planning tools, decision-making tools on various RRSP scenarios; tax tips; and the ability to access Netfile codes and Notices of Assessment.

Communications Materials

The Ad Card tested reasonably well, especially due to the calendar and prominence of the URL. The fridge magnets met with a tepid reception.

Moving Forward

There is clear growth potential for My Account, albeit some fairly unique communications challenges in the narrow window of time to reach potential users.

A clearer segmentation of the different groups of potential users could be developed to refine and hone future communications efforts.

A simple, narrative storyline on My Account should be developed which articulates the benefits of the service.

Date modified:

2010-02-16