Nudging the Citizens in time and space
Personal presentation Chief advisor Danish Ministry of Taxation - -
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Work with innovation and knowledge sharing Innovation facilitator about design of citizen interaction processes Focus on the business segment through user interaction and co-creation Doing innovation across the ministries in Denmark Master in Leadership and innovation in complex systems (Aarhus University DPU) Master in Strategy, Organization and Management from CBS Owner of Talentleadership.com eikers@talentleadership.com Twitter: seikers Søren Eikers Soeren.eikers@skat.dk
Communication plan
2012
2008
Letter
Personal Meeting
Phone
Skat.dk Self-service
No touch
Cost of communication
Costs per communication channel
Letter 250 kr.
Desk service
100 kr.
Phone Self registration
< 10 kr. ?
0,3 mio.
2 mio.
4 mio.
5 mio. Units per year
Four bottom lines of success Administration
Internal Effectiveness
Service
Policy
Improvement in services for citizens and business
Outcome Ă ď&#x192; Changes of behaviour
Innovation is a new idea which is implemented and gives value
Democracy Legal certainty and transparency
Administration innovation
Service innovation
Policy innovation
Democratic innovation
Different degrees of user involvement
User driven innovation
User centred innovation
Expert
User User involving innovation
Expert innovation
Innovation proces
Innovation Proces
Solution
Å3
Forside
Årsopgørelse
• Periode: 2. marts 2013 – 2. marts 2014 • SKY har ikke tidligere fravalgt papir
Forskudsopgørelse
Betaling
• Alle ændringer fra 4.2 implementeret
Skatteoplysninger
Motor
Kontakt
Profil
Hjælp
Log af
Logget på: Jens Skov, j.skov@gmail.com, 23456789
Årsopgørelse Se årsopgørelsen
Se årsopgørelsen 2012
2011
2010
…
Ret årsopgørelsen/selvangivelsen Betal restskat Indberet servicefradrag (håndværkerfradrag) Se personlige skatteoplysninger Beregn skatten Se kvitteringer
Årsopgørelsen viser, at du mangler at betale 3.500 kr. for 2012
Tak du bruger TastSelv Huskfordi at tjekke, at vi har brugt de rigtige beløb til at beregne resultatet . > Betal restskat Du får ikke længere årsopgørelser, ændrede forskudsopgørelser og indbetalingskort til restskat med Meddelelser posten. I stedet sender vi en e-mail eller sms, når der er nyt om din skat. Årsopgørelse 2012 nr. 1 (pdf)
Du kan altid rette dine indstillinger under ‘Profil’ i menuen.
OK Hvert år bruger SKAT ca. 40 ton papir på at sende årsopgørelser mv. på papir. Tak, fordi du hjælper os med at > Hjælp til årsopgørelsen bringe mængden ned til gavn for miljøet. > PDF’en åbner ikke, se her hvad der er galt
SKAT: 72 22 18 18
Dato
05-05-2013
Case One: Paper default No paper letter 3000000 2800000 2600000 2400000 2200000 2000000 1800000 1600000 1400000 1200000 1000000 2009
2010
1011
2012
Cases two: End of firm activity Change tax deduction and your personal Income
ü
Make final accounting
ü
Calculate VAT – and calculate if you have transfered any assets to you private economy
ü
Measuring succes of nudging
Administration
Internal Effectiveness
Service
Policy
Improvement in services for citizens and business
Outcome Ă ď&#x192; Changes of behaviour
Democracy
Legal certainty and transparency
Input: 120 hours Letter: 78% Output: 250 kr. per letter and added costs
No info: 80% Survey: User experience
Nudge Letter:82% Interviews and internal analysis
Interviews
Nudge and the AIDA-model
Attention
Interest
Desire
High A w a r e n e s s
Low
Nudging
Action
Reward?
Case tree: Collecting media license fee Dear Marianne Ups – you seem to have forgotten to pay your media license. If you pay now – we won´t add a fee. The amount you must pay is 1.176 kr. We would like you to pay as soon as possible latest 2 th of march 2012. When you pay by your online bank – you will need these ID figures: +71<350316688350772 +82882499< Right now we consider it as you have just forgotten to pay us. If you don´t pay us this time, we will consider it as a deliberate choice. After this reminder it will be the Danish Tax authorities, who will collect the money and we will add the fee of 100 kr. again. Thank you very much for your cooperation Best regards Marianne Rasmussen + personal signature DR Licens
Dialogue!