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Transcript of Dutch Tax and Customs Administration (DTCA) “Although we cannot make it more fun, we can make it...
![Page 1: Dutch Tax and Customs Administration (DTCA) “Although we cannot make it more fun, we can make it easier for you.” Arjan Hoeffnagel Communication Advisor.](https://reader035.fdocuments.in/reader035/viewer/2022062321/56649e015503460f94aeaf2b/html5/thumbnails/1.jpg)
Dutch Tax and Customs Administration (DTCA)
“Although we cannot make it more fun, we can make it easier for you.”
Arjan Hoeffnagel
Communication Advisor DTCA
Budapest, 28/29 november 2008
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Build up
1. Short introduction DTCA and Department
Corporate Communications
2. Communication policy
3. Best practices Corporate communications:
1. Restitution Youth campaign
2. Introduction Care Insurance law
4. Personal observations…
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DTCA
• A short introduction…
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Structure of the Ministry of Finance
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Organisation chart
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Core tasks
• Assessing and collecting taxes for
central government
• Issuing income-related benefit payments
• Investigating fiscal, economic and
financial fraud
• Supervising the import, export and
transit of goods
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Types of national taxes in the Netherlands
• Private persons:
• Income tax
• Property tax
• Inheritance tax
• Vehicle Holder’s
tax
• Entrepreneurs:
• Turnover tax
• Corporation tax
• Profit tax
• VAT
• Environment tax
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Benefits
• DTCA is responsible for the
implementation of income-related
schemes, known as ‘benefits’
• These benefits provide for allowances
that households may obtain towards the
costs of childcare, rent or healthcare
• Over 6 million households receive a
benefit
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Customs
• Customs checks good flows for
compliance with Dutch and European
legislation
• Customs carries out non-fiscal tasks in
area’s of Security, Health, Economics
and Environment
• Customs uses the latest techniques and
electronic risk analyses
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The Administration’s voice: TaxLine
• The TaxLine is the unit of the Tax
Administration that people can contact
with questions
• TaxLine also answer questions
regarding Customs
• About 16 million calls a year.
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Figures 2006 (in millions)
• Benefits paid out: 6.2
• Tax declarations: 4.8
• Tax assessments: 9.7
• Tax returns: 4.1
• Calls to TaxLine: 15.9
• Cars registered: 9.2
• Staff in FTE: 29.750
• Expenses paid: 2.760
billion
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Centre for Professional Development and Communication
• The centre supports and advises the
Administration in three area’s:
• Communication to the public
• Teaching and informing the staff
• Personnel and organisational development
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Organisation Communication
• Approximately 300 employees working in
internal and external communication of the
Tax and Customs Administration
• Press information central at Ministry of
Finance
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Corporate Communication
• Corporate communication supports the primary process
• Supported by publicitycampaignes, materials of enlightenment (brochures, leaflets, internet, callcenter, forms etcetera)
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Department Corporate Communication
• 15 Communication advisors
• Advice internal and external
• Communication matters
• Develop mass media campaigns
• Design, develop and manage the intranet and
internet www.Belastingdienst.nl
• Develop forms and documents
• Design of new returns, brochures, leaflets,
envelops and so on
• Daily news
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Government Communication
• Communication policy based on this
• Right to information (art. 110
Constitution)
• Actively disclose government
information
• Providing information should be
comprehensible, timely, focussed and
not superfluous
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Government Policy: Easy
• Tax relief for citizens and companies
• Minimum of administrative actions
• Starting point: citizen only has to
provide information to the government
once
• Government exchanges information
amongst itself
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Compliance…
Citizens/companies are burdened by:
• Long waiting periods
• Cumbersome procedures
• Mistakes by payment (extra) allowances
• Mistakes by processing assessment
• Complicated processes
• Cause: complexity of the ICT
• Risk: compliance reduction
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Simplification plan
• Goal: offer citizens and companies
better and faster service when they
follow up on their obligations
• Communication policy supports this
goal of compliance
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Communication policy
The communicationpolicy of DTCA is to
deliver a contribution to the willingness
of taxpayers to the obligation of paying
tax (compliance).
This means: information available on
time, correctly and complete.
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Desired image
• Taxpayer experience DTCA as careful,
reliable, responsible and - if necessary –
severe
• Enlarge compliant behaviour through a
positive image
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But…
• Relationship with DTCA will not be
realized only through tv-commercials,
radio, internet, ads in newspapers but
even more in personal contacts by
phone, inspections, letters, taxforms
and – documents and so on…
• Employees are of vital importance for a
positive image
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Strengthen image
• All our means of communications deepen or confirm this wished image and will be tested on expected image-effects
• DTCA can’t control it’s own image fully • Internal communication plays a major
roll in this case
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Pay-off
• “Tax and Customs: Although we cannot make it more fun, we can make it easier for you.”
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Communication policy
• Until ‘70 imageis unimportant to Tax and
Customs Administration
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Communication policy
• Citizen starts to demand good service
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Communication strategy
• Positioning the DTCA as a service oriented
organization with a more friendly face
• Start campaign with pay-off “Although we
cannot make it more fun, we can make it
easier”
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New concept
• Concept provides little room for messages
other than for the private person
• Pay-off maintained
• Tax payer central in communication
• Tone more objective & business like
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The window concept (1)
• Standard form to enlarge recognizability
• DTCA positioned as ‘service providing
judicial maintenance’
• Proposition: DTCA provides clarity and
security
• Due to cost economy much of
communication is efficiency based:
internet etc.
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The window concept (2)
• Tax payer central
• But: too distant, no univocity, every time
a different concept, few internal
connections
• Unfit for extra allowances
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2004
• Start thinking of re-positioning DTCA
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Conclusions brainstorm sessions
• Though automatic character DTCA distance
enlarged
• Current way of campaigning does not reduce
the distance
• Work is not from a thought
• Co-workers have little feeling for
‘advertising’
![Page 40: Dutch Tax and Customs Administration (DTCA) “Although we cannot make it more fun, we can make it easier for you.” Arjan Hoeffnagel Communication Advisor.](https://reader035.fdocuments.in/reader035/viewer/2022062321/56649e015503460f94aeaf2b/html5/thumbnails/40.jpg)
A new direction…
• Assignment: make DTCA more personal,
enlarge connection with campaign,
• Campaign should be applicable for all
elements: Tax service, (extra)
Allowances and Customs
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A new concept
• ‘Easy’ is given a new impuls and
becomes leading for the new campaign
• New ‘proposition’: ‘We of the DTCA are
constantly working to make the
necessary interaction with us as easy as
possbile for you’
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New massa media concept
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Allowances campaign
• Tv (4 commercials)
• Radio
• Print (magazines, dagbladen en h-a-h-
bladen)
• Dag-tv
• Banners
• Outdoor (abri’s, busreclame,
schoolcards)
• Below the line
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Return Youth Campaign
• Make Tax payers aware of their fisical
obligations but also on their rights
• To few youth make use of the refund
regulation
• How can the DTCA make sure that the
youth apply for refunding of surplus
paid salary taxes?
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Image
• Association with DTCA: problems,
paying bills and fuss
• Overcome thresholds with Youth
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Target Group
• Young people of 15 to 17 years of age
having had a holiday or part-time job
and have paid surplus salary taxes
(source: market research office).
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Objective
• Make sure the youth in 2007 request
10% more Tj-forms
– Average is currently 100.000 forms
(2006)
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Communication strategy
• Emphasize ‘receiving’
• Internet most important medium
• Youth sites (Eg sugababes.nl, spunk.nl)
• TV-spots op TMF (‘The power of Tj’)
• Radio538, FunX
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Planning implementation
• Use of media and means during
September - October 2007
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Results
• In total 120.000 Tj-forms have been
requested
– Increase of 19%
– Based on campaign period
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Evaluation
• During campaign period Tj-form 17.000
times requested
– Increase of 553%(!)
• Source: market research organisation
for youth
• Youth brought into movement
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Health Care Insurance Act• On 1 January 2006, the Health Care
Insurance Act entered into force. Anyone who is insured under the Exceptional Medical Expenses Act will be obliged to take out basic insurance with a care insurer.
• In addition to the nominal premium, every person obliged to take out insurance has to pay an income-related contribution. The Tax and Customs Administration has been designated as the administration agency imposing and collecting the income-related contribution.
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Motive
• Demographic ageing of teh population
• Increase of number of medical
treatments
• Increase of need for care
• Care increasinly more expensive,
ultimately too expensive
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Target groups
• Citizens/people obliged to insurance
• Health insurers
• Care providers
• Employers(-organisations)
• Employees(-organisations)
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Main streams communication
• Mass media campaigns
• Door-to-door newspapers/special
interest magazines
• Two websites on internet
• Mailing door-to-door (letter +
newspaper)
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Communication objectives
• Knowledge: 90% of the target group
knows the health care insurance law is
to be implemented
• Attitude: 60% of the target group is
moderately positive towards this
implementation
• Behaviour: 80% of the health insurers
contribute actively to the customer
information on the implementation and
consequences of the law
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Communication strategy
• Integrated communication
• Convenience (timely information)
• Emphasize attention and information
• Target group oriented approach
• Mass media campaigns
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Communication means
• Via internet (all target groups can find
information here)
• Mass media information (radio, tv, print,
telephone)
• Series of articles in door-to-door
newspapers
• Free publicity
• Via branche and umbrella organisations
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Planning implementation
• Introduction on 1 Januari 2006
• As from spring 2005 until spring 2006
• Timing:
– Phase 1: global information to society
– Phase 2: global information per partie
involved
– Phase 3: specific information per partie
involved
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Bottle necks
• Cooperation Ministry of VWS (Health,
Welfare and Sports)
Many parties involved/consulted
• Difficult message for DTCA
• Communication with those unable to
take care of themselves
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Research
• Perceptions monitor (monthly)
• Monitoring of date PO BOX 51, websites
and letters citizens
• Pre-tests
• Effect research
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Results
• Implementation results in few problems,
partly due to extensive campaigns of
health insurers
• Internal and external communication went
well
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Personal observations…
• Fragmentation of communication function
• Lack of integral policy
• Attention for communication at the end of
a process
• Position/task Center for Professional
Development and Communication
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• Thank you for your attention and good
luck with your education in government
communication!