Prepared for the Canada Revenue Agency
Supplier name: Kantar TNS
Contract Number: # 46575-192282/001/CY
Contract value: $54,910.03
Award date: May 15, 2018
Delivery date: August 22, 2018
Registration number: POR 009-18
For more information on this report, please email media.relations@cra-arc.gc.ca
Ce rapport est aussi disponible en français.
Final Report
Prepared for the Canada Revenue Agency by Kantar TNS
September 2018
The Canada Revenue Agency (CRA) commissioned Kantar TNS to conduct a public opinion research survey of Canadians’ expectations when contacting a call centre. The aim of this research was to generate impartial data to provide the CRA with evidence to support the revision of service standards in order to meet taxpayers’ expectations when dealing with the CRA’s enquiries lines. A total of 804 Canadians, aged 18 or older, who called one of the CRA’s enquiries lines between July 3rd and July 17th, were surveyed by telephone in August 2018. This publication reports on the findings of that public opinion research survey.
Permission to Reproduce
This publication may be reproduced for non-commercial purposes only. Prior written permission must be obtained from the Canada Revenue Agency. For more information on this report, please contact the Canada Revenue Agency at: media.relations@cra-arc.gc.ca
© Her Majesty the Queen in Right of Canada, as represented by the Minister of National Revenue, 2018
Catalogue Number: Rv4-121/1-2018E-PDF
International Standard Book Number (ISBN): 978-0-660-27790-5
Cette publication est aussi disponible en français sous le titre : Attentes à l’égard des centres d’appels de l’Agence du revenu du Canada – Rapport définitif.
Table of contents
The aim of this research was to provide the Canada Revenue Agency (CRA) with evidence to support the revision of service standards in order to meet taxpayers’ expectations when dealing with the CRA’s enquiries lines.
Canadians that call a CRA enquiries line (hereinafter “Canadians”) want to speak to an agent and they are willing to wait or phone back, even multiple times, to do so. Alternatives to speaking with a live agent are generally refused and this research suggests that by the time they have called an enquiries line, they have already attempted to use the alternative and thus believe their issue cannot be addressed in another way.
Virtually all Canadians would find it helpful knowing how long they would have to wait before speaking to an agent. On average, Canadians are willing to wait 12.5 minutes before hanging up and calling back at another time. Should Canadians find that the waiting time will exceed their maximum tolerable wait, they would mostly prefer an automated call back when an agent becomes available; however, some are willing to call back if instructed to do so in an automated message stating that all agents are busy. Few, however, are willing to attempt to complete the task in another way.
While some Canadians consider it unacceptable to receive a message indicating that all agents are currently busy helping other callers, only a few would be dissatisfied if they were required to call back. In addition to being willing to call back, many Canadians also indicate they could call again multiple times before becoming dissatisfied with the CRA’s service. In addition, most Canadians say they could place a call at a different time if it would result in faster service at that time.
Generally speaking, when Canadians call an enquiries line, they want to speak to a live agent. Few are interested in using the automated phone service. They believe their issue is too complex and/or that the automated phone service cannot address their need.
When it comes to personal identification, Social Insurance Number (SIN) and a series of other questions is most preferred, followed by the creation of a Personal Identification Number (PIN). Voice authentication was of interest to only a small portion of the population.
Regarding publishing service commitments, Canadians prefer to know their chances of reaching an agent within an acceptable timeframe, expressed as a percentage.
Canadians aged 35 and above have a lower tolerance for waiting, calling back and using alternative options or an automated phone service. They are also more likely to be dissatisfied if requested to call back.
Canadians calling the Individual or Benefits enquiries lines are more likely to be dissatisfied about having to call back at a later time, while Business enquiries callers are more tolerant. Business enquiries callers are, however, quite insistent on speaking to an agent. Callers to the Business enquiries line are more likely than other callers to believe the automated phone system cannot answer their questions and that their issues are either too complex or need multiple answers, thus requiring them to speak with an agent. It is, therefore, not surprising that Business enquiries callers are – as compared to Individual or Benefits enquiries callers – more likely to want to see the CRA publish a service standard which indicates the average number of calls required before reaching an agent.
A total of 804 telephone surveys were conducted with four target audiences: individuals (those who call the Individual enquiries line), benefit recipients, businesses, and tax intermediaries. Interviews were conducted using randomly selected telephone numbers of taxpayers who had recently called one of three dedicated CRA enquiries lines (Individual, Business, and Benefits enquiries lines).
A pre-test consisting of 13 English interviews and 10 French interviews was completed on July 26th, 2018. Minor changes were made before fully launching the survey on July 30th.
The survey was conducted from July 30th to August 9th, 2018. The findings can be extrapolated to Canadians who called the CRA enquiries line from July 3rd to July 17th with a margin of error of +/-3 per cent, 19 times out of 20.
The total contract value for this project was $54,910.03 (including HST).
I hereby certify as Senior Research Director & Public Sector Practice Lead of Kantar TNS that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Policy on Communications and Federal Identity and Procedures for Planning and Contracting Public Opinion Research. Specifically, the deliverables do not include information on electoral voting intentions, political party preferences and standings with the electorate or ratings of the performance of a political party or its leaders.
Signed:
Tanya Whitehead
Kantar TNS
Senior Director & Public Sector Practice Lead
L’objectif de cette recherche était de fournir à l’Agence du revenu du Canada (ci-après appelée « l’Agence ») des éléments de preuve à l’appui de la révision de ses normes de service afin de répondre aux attentes des contribuables lorsqu’ils appellent les lignes de demandes de renseignements de l’Agence.
Les Canadiens qui appellent une ligne de demandes de renseignements de l’Agence (ci-après appelés les « Canadiens ») souhaitent parler à un agent et sont prêts à attendre ou à rappeler, même plusieurs fois, pour parler à un agent. Ces personnes refusent généralement les autres options qui leur sont offertes, car elles ont déjà épuisé ces solutions lorsqu’elles appellent une ligne de demandes de renseignements et elles croient que leur problème ne peut être réglé qu’en parlant directement à un agent.
Pratiquement tous les Canadiens jugent utile de connaître le temps d’attente avant de pouvoir parler à un agent. En moyenne, les Canadiens sont prêts à attendre 12,5 minutes avant de raccrocher et de rappeler à un autre moment. Si les Canadiens jugent que le temps d’attente dépasse le délai d’attente maximal qu’ils sont prêts à accepter, ils préféreront généralement recevoir un retour d’appel automatisé lorsqu’un agent se libérera. Cependant, certains Canadiens sont disposés à rappeler si on leur demande de le faire dans un message automatisé indiquant que tous les agents sont occupés. Peu de Canadiens sont toutefois prêts à essayer d’accomplir la tâche d’une autre façon.
Même si certains Canadiens estiment qu’il est inacceptable de recevoir un message indiquant que tous les agents sont actuellement occupés à aider d’autres appelants, seuls quelques-uns d’entre eux seraient mécontents s’ils devaient rappeler. En plus d’être prêts à rappeler, de nombreux Canadiens indiquent également qu’ils pourraient rappeler plusieurs fois avant d’être insatisfaits du service de l’Agence. De plus, la plupart des Canadiens disent qu’ils pourraient appeler à un autre moment si cela leur permettait d’obtenir un service plus rapide.
De façon générale, lorsque les Canadiens appellent une ligne de demandes de renseignements, ils veulent parler directement à un agent. Peu d’entre eux souhaitent utiliser le service téléphonique automatisé. Ils croient que leur problème ou leur question est trop complexe et que le service téléphonique automatisé ne pourra répondre à leur besoin.
Les Canadiens préfèrent surtout donner leur numéro d’assurance sociale et répondre à une série de questions pour confirmer leur identité, et la création d’un numéro d’identification personnel (NIP) est la deuxième méthode qu’ils préfèrent. Seule une petite partie de la population présentait un intérêt pour l’authentification vocale.
En ce qui concerne la publication des engagements pris à l’égard des services, les Canadiens préfèrent connaître le pourcentage de chances qu’ils parlent à un agent dans un délai acceptable.
Les Canadiens âgés de 35 ans et plus sont peu tolérants à l’égard de l’attente, des rappels et de l’utilisation d’autres options ou d’un service téléphonique automatisé. Ils sont également plus susceptibles d’être mécontents s’ils doivent rappeler.
Les Canadiens qui appellent la ligne de demandes de renseignements des particuliers ou des bénéficiaires de prestations sont plus susceptibles d’être mécontents de devoir rappeler plus tard, tandis que ceux qui appellent la ligne de demandes de renseignements des entreprises sont plus tolérants. Toutefois, les Canadiens qui appellent la ligne de demandes de renseignements des entreprises insistent beaucoup pour parler à un agent. Ceux-ci sont également plus susceptibles de croire que le système téléphonique automatisé ne peut pas répondre à leurs questions et que leurs problèmes sont trop complexes ou nécessitent des réponses multiples, ce qui les oblige à parler à un agent. Il n’est donc pas surprenant de constater que les Canadiens qui appellent la ligne de demandes de renseignements des entreprises sont plus susceptibles que ceux qui appellent la ligne de demandes de renseignements des particuliers ou des bénéficiaires de prestations de vouloir que l’Agence publie une norme de service indiquant le nombre moyen d’appels que doivent faire les contribuables avant de pouvoir parler à un agent.
Au total, 804 sondages téléphoniques ont été menés auprès de quatre publics cibles : les particuliers (ceux qui appellent la ligne de demandes de renseignements des particuliers), les bénéficiaires de prestations, les entreprises et les intermédiaires fiscaux. Ces sondages ont été menés en utilisant des numéros de téléphone choisis au hasard parmi les numéros des contribuables qui avaient récemment appelé l’une des trois lignes téléphoniques de l’Agence réservées aux demandes de renseignements (soit les lignes de demandes de renseignements des particuliers, des entreprises et des bénéficiaires de prestations).
Un essai préliminaire comprenant 13 entrevues en anglais et 10 entrevues en français a été effectué le 26 juillet 2018. Des modifications mineures ont été apportées au sondage avant son lancement complet le 30 juillet.
Le sondage a été réalisé du 30 juillet au 9 août 2018. Les constatations peuvent être extrapolées aux Canadiens qui ont appelé l’une des lignes de demandes de renseignements de l’Agence entre les 3 et 17 juillet avec une marge d’erreur de +/-3 %, 19 fois sur 20.
La valeur totale du contrat pour ce projet était de 54 910,03 $ (taxe de vente harmonisée comprise).
J’atteste, par les présentes, à titre de directrice principale de la recherche et chargée des pratiques dans le secteur public de Kantar TNS, que les produits finaux sont pleinement conformes aux exigences de neutralité politique du gouvernement du Canada établies dans la Politique sur les communications et l’image de marque du gouvernement du Canada et dans les Procédures de planification et d’attribution de marchés de services de recherche sur l’opinion publique. En particulier, les produits finaux ne contiennent pas de renseignements sur les intentions de vote électoral, les préférences quant aux partis politiques, les positions des partis ou l’évaluation du rendement d’un parti politique ou de ses dirigeants.
Signé,
Tanya Whitehead
Kantar TNS
Directrice principale de la recherche et chargée des pratiques dans le secteur public
The CRA is planning to begin to migrate its telephone enquiries call centres for businesses, individuals and benefit recipients to a new technology platform in 2018. This modern telephone technology will include a variety of new and different features that can be utilized. Prior to doing so, the CRA needed to fully understand the expectations and requirements of taxpayers (including those of tax intermediaries) who use the enquiries lines. This understanding will allow the CRA to better align these services with taxpayers’ expectations. Additionally, the CRA also wanted to understand which of the newly available features would be of most interest to, and benefit for, taxpayers when accessing the various enquiries lines.
The research will provide the CRA with evidence to support the revision of service standards in order to meet taxpayers’ expectations when dealing with the CRA’s enquiries lines.
The overall objective of this research was to better understand taxpayers’ expectations when calling the CRA’s telephone enquiry lines. To meet this overall objective, the study set out to answer the following questions:
A total of 804 telephone surveys were conducted with four target audiences: individuals (those who call the Individuals enquiries line), benefit recipients, businesses, and tax intermediaries. Interviews were conducted using randomly selected telephone numbers of taxpayers who had recently called one of three dedicated CRA enquiries lines (Individual, Business and Benefits enquiries lines).
A pre-test consisting of 13 English interviews and 10 French interviews was completed on July 26th, 2018. Minor changes were made before fully launching the survey on July 30th.
The survey was conducted from July 30th to August 9th, 2018. The findings can be extrapolated to Canadians who called the CRA enquiries line from July 3rd to July 17th with a margin of error of +/-3 per cent, 19 times out of 20.
The numbers presented throughout this report are rounded to the closest full number. Due to this rounding, in some cases it may appear that ratings collapsed together are different by a percentage point from when they are presented individually, and totals may not add up to 100%.
Analysis was undertaken to establish the extent of the relationship among variables such as gender, age, region, caller type (Individual, Benefit Recipient, Business, or tax intermediary), etc. Only significant differences at the 95% confidence level are presented in this report. Any differences that are statistically significant between sub-groups are indicated with a letter in the tables throughout the report. Using the example table below, Canadians aged 18-34 were significantly more likely than those aged 35+ to say “yes”. Please note that the table below is for illustrative purposes only and does not refer to actual data collected in the survey.
| Total | Age | |||
| Base = actual | Total | 18-34(C) | 35-54(D) | 55+(E) |
| (804) | (238) | (291) | (264) | |
| Yes | 85% | 92% DE | 70% | 71% |
| No | 14% | 5% | 29% C | 29% C |
| Don't know | 1% | 3% | 1% | 0% |
The following section presents the detailed findings of the research along with any significant differences that were found among the different groups.
On average, Canadians who call a CRA enquiries line are willing to wait 12.5 minutes to speak with an agent before hanging up and calling back at another time. There is, however, a fair bit of variation from the average (standard deviation[1]: 11 minutes), suggesting the maximum wait time varies quite widely among callers (from 1 to 60 minutes).
Two-in-five Canadians are willing to wait five minutes or less (39%), while another 25 per cent are willing to wait between six and ten minutes. The bulk of the remaining third are willing to wait between 11 and 30 minutes before hanging up and calling back (29%), while 4 per cent would wait longer than 30 minutes. This means that a wait time of eleven or more minutes is acceptable to one-third (33%) of Canadians while a wait time of six minutes or longer will be acceptable to 58 per cent of Canadians and a four-minute waiting time acceptable to 87 per cent of Canadians.
Interestingly, as Canadians age, the length of time they are willing to wait to speak to an agent decreases (14.5 minutes for those 18-34, 12.9 minutes for those 35-54, and 10.2 minutes for those 55+).
Maximum acceptable wait times also vary among the different CRA enquiries lines. More specifically, fewer callers to the Business enquiries line are willing to wait more than 10 minutes compared to callers to the Individual enquiries lines (24% vs 35%).
Exhibit 4.1.1 Maximum Acceptable Wait Time
| Total | Age | Enquiries Line | |||||
| Base = actual | Total | 18-34 (C) | 35-54 (D) | 55+ (E) | Individual(M) | Benefit Recipient(N) | Business(O) |
| (804) | (228) | (298) | (267) | (217) | (217) | (370) | |
| 3 Minutes or less | 10% | 6% | 11% | 12% | 9% | 11% | 12% |
| 4-5 Minutes | 29% | 29% | 23% | 37%D | 30% | 25% | 28% |
| 6-10 Minutes | 25% | 22% | 30% | 22% | 21% | 29% | 32%M |
| 11-30 Minutes | 29% | 33% | 29% | 25% | 31%O | 27% | 22% |
| More than 30 Minutes | 4% | 6% | 4% | 2% | 4% | 6%O | 2% |
| Don't Know | 4% | 4% | 4% | 3% | 4% | 2% | 4% |
| Mean | 12.5 | 14.45E | 12.87E | 10.21 | 12.65 | 13.12 | 11.27 |
Q4. What is the longest you would be willing to wait to speak with an agent before deciding to hang up and call back?
Base: All respondents
Note: Numbers are rounded to the closest full number. Totals may not add up to 100%.
If Canadians knew the wait time would exceed their maximum tolerable wait time, most (72%) would prefer to receive an automated call back once an agent becomes available. Four in ten (41%) would hang up and call back at another time, while almost one quarter (24%) would like to receive a message indicating that all the agents are currently busy helping other callers and suggesting that they call back at a later time. One in five (21%) would be willing to try to complete the task in another way, such as online or using the automated telephone service.
Younger Canadians (29% vs. 14% of those 55+) and males (25% vs. 16% of females) are more likely than their counterparts to complete the task in another way. Without surprise, willingness to complete their task in another way is higher among those who indicate willingness to use the automated phone system (27% vs. 18%).
Exhibit 4.1.2 Actions Taken If Had to Wait Longer
| Total | Age | Gender | Willing to use automated phone system | |||||
| Base = actual | Total | 18-34(C) | 35-54(D) | 55+(E) | Male (F) | Female (G) | Yes(A) | No(B) |
| (776) | (218) | (291) | (257) | (377) | (399) | (188) | (533) | |
| Receive automated call back once an agent available | 72% | 71% | 76% | 68% | 70% | 73% | 74% | 71% |
| Hang up and call back at another time | 41% | 47% | 37% | 38% | 37% | 44% | 44% | 40% |
| Message that all the agents are currently busy helping other callers/ suggest call back | 24% | 25% | 21% | 26% | 23% | 25% | 32% | 21% |
| Try to complete the task in another way | 21% | 29%E | 21% | 14% | 25%G | 16% | 27%B | 18% |
| Don't know | 2% | 0% | 1% | 5%D | 2% | 2% | 0% | 3% |
Please note: Percentages do not add up to 100% due to multiple mentions allowed for this question.
Q5. If you knew you had to wait longer than [INSERT RESPONSE TO Q4] minutes, which of the following, would you choose?
Base: Respondents who specified a maximum wait time.
One half of Canadians (50%) believe it is acceptable to receive a message indicating that all of the agents are currently busy helping other callers and that they would need to call back at another time. Conversely, 38% find this unacceptable. Thirteen percent express a neutral opinion, finding it neither acceptable nor unacceptable or don’t know. Interestingly, callers to the Benefits enquiries line are more likely to consider calling back acceptable (59%), compared to callers to the Individual (48%) or Business enquiries lines (43%).
As mentioned above, some do consider a request to call back at another time to be unacceptable (38%) and this opinion is even more prevalent among older Canadians (51% of those aged 55+ vs. 38% of those 35-54 and 24% of those 18-34). Furthermore, those who are unwilling to use the automated phone system are also more likely to find a request to call back unacceptable (42%) compared to those who are willing to use the automated phone system (28%).
Exhibit 4.2.1a Acceptability of Being Asked to Call Back Later
| Total | Age | Enquiries Line | Willing to use automated phone system | ||||||
| Base = actual | Total | 18-34(C) | 35-54(D) | 55+(E) | Individual(M) | Benefit Recipient(N) | Business(O) | Yes(A) | No(B) |
| (804) | (228) | (298) | (267) | (217) | (217) | (370) | (193) | (555) | |
| Acceptable | 50% | 63%DE | 47% | 39% | 48% | 59%MO | 43% | 58%B | 46% |
| Neither acceptable nor unacceptable | 11% | 9% | 15% | 9% | 11% | 9% | 15%N | 11% | 11% |
| Unacceptable | 38% | 24% | 38%C | 51%CD | 39% | 30% | 40%N | 28% | 42%A |
| Don't know | 2% | 4% | 1% | 1% | 2% | 2% | 2% | 4% | 1% |
Q6a. If you received a message that all the agents are currently busy helping other callers and you had to call back at another time, how acceptable do you feel it would be to have to call back? Would it be …?
Base: All respondents
Note: Numbers are rounded to the closest full number. Totals may not add up to 100%.
Findings indicate that, like most Canadians (72%), those who find it unacceptable to be required to contact the CRA again when agents are all busy would prefer an automated callback (74%) rather than having to call back themselves (34%). However, this group is significantly less likely than those who find calling back an acceptable option to consider other alternatives such as, hanging up and calling back another time (34% vs 45%); completing the task in another way (15% vs 25%) and/or receiving a message advising them they should be calling back at a later time (15% vs 31%). This suggests that once they have made the initial attempt, they are less willing to make a second or alternate attempt. Those who find it unacceptable to call back are also less likely to say they would use the CRA’s automated phone service instead of a live agent (75% vs 62% very/somewhat unlikely) compared to those who find it acceptable. This suggests that there is a small group of Canadians who continue to prefer personal help and that it be on demand.
Exhibit 4.2.1b Actions Taken If Made to Wait Longer Than Own Specified Maximum Waiting Time
| Base = actual | Total | Acceptable to call back(P) | Not Acceptable to call back(Q) |
| (776) | (375) | (291) | |
| Receive automated call back once an agent available | 72% | 67% | 74% |
| Hang up and call back at another time | 41% | 45%Q | 34% |
| Message that all the agents are currently busy helping other callers/ suggest call back | 24% | 31%Q | 15% |
| Try to complete the task in another way | 21% | 25%Q | 15% |
| Don't know | 2% | 1% | 4%P |
Q5. If you knew you had to wait longer than [INSERT RESPONSE TO Q4] minutes, which of the following would you choose?
Base: Respondents who specified a maximum wait time.
Note: Numbers are rounded to the closest full number. Totals may not add up to 100%.
Exhibit 4.2.1c Likelihood to Use Automated Phone Service Instead Of Live Agent
| Base = actual | Total | Acceptable to call back(P) | Not Acceptable to call back(Q) |
| (804) | (391) | (300) | |
| Very likely (5) | 11% | 15%Q | 6% |
| Somewhat likely (4) | 15% | 15% | 14% |
| Neither likely nor unlikely (3) | 6% | 7% | 5% |
| Somewhat unlikely (2) | 15% | 16% | 13% |
| Very unlikely (1) | 52% | 46% | 62%P |
| Don't know | 1% | 2% | 1% |
| NET: Very/somewhat likely | 26% | 30%Q | 19% |
| NET: Very/somewhat unlikely | 67% | 62% | 75%P |
Q10. How likely would you be to use the CRA’s automated phone service instead of talking to a live agent? Would you say you are … ?
Base: All respondents
Note: Numbers are rounded to the closest full number. Totals may not add up to 100%.
It should be noted however, that few Canadians would be dissatisfied (8%) if they were required to call back. Furthermore, many are willing to call back multiple times before becoming dissatisfied with the CRA service. In fact, 70 per cent of Canadians would be willing to call at least two times (2.7 times on average) before becoming dissatisfied with the service while 13% would be dissatisfied after calling back just one time.
Canadians 35 and older are willing to call back fewer times before becoming unsatisfied compared to those aged 18-34 (2.5-2.7 vs. 3.0.). Furthermore, those who call the Individual enquiries line, or the Benefits enquiries line are more likely than those who call the Business enquiries line to be dissatisfied before having to call back even once (10% and 6% vs. 2%).
Exhibit 4.2.1d Number of Callbacks Before Deeming Unacceptable
| Total | Age | Enquiries Line | |||||
| Base = actual | Total | 18-34(C) | 35-54(D) | 55+(E) | Individual(M) | Benefit Recipient(N) | Business(O) |
| (789) | (221) | (293) | (264) | (213) | (213) | (363) | |
| I would already be dissatisfied | 8% | 4% | 6% | 13%CD | 10%O | 6%O | 2% |
| 1 | 13% | 12% | 13% | 15% | 13% | 10% | 18%N |
| 2 | 29% | 26% | 28% | 34% | 29% | 28% | 32% |
| 3 | 30% | 32% | 30% | 28% | 30% | 29% | 31% |
| 4 or more | 11% | 14% | 11% | 8% | 9% | 17%M | 12% |
| Don't know | 9% | 11%E | 12%E | 3% | 8% | 11%O | 5% |
| Mean | 2.7 | 3.0 | 2.7 | 2.5 | 2.6 | 2.9 | 2.7 |
Q6b. How many times would you need to call back before becoming unsatisfied with the service?
Base: Respondents who provided an acceptability rating for being asked to call back
Note: Numbers are rounded to the closest full number. Totals may not add up to 100%.
Most Canadians (90%) are also willing to call back at a different time if it would result in faster service at that time. The exception being those callers living in the Atlantic region who are slightly less willing to call back at a different time compared to those living in other regions (82% vs. 89-95%[2]).
Exhibit 4.2.2a Willing to Call Back At Different Time For Faster Service
| Total | Region | |||||
| Base = actual | Total | Atlantic (H) | Quebec (I) | Ontario (J) | Prairies (K) | B.C. (L) |
| (804) | (43) | (19)* | (388) | (224) | (115) | |
| Yes | 90% | 82% | 95% | 92% | 91% | 89% |
| No | 8% | 18%JKL | 5% | 7% | 7% | 7% |
| Don't know | 2% | 0% | 0% | 2% | 2% | 5% |
* Low Base less than 30
Q7a. If you could be served faster at a different time of day, would you call at a different time?
Base: All respondents
Note: Numbers are rounded to the closest full number. Totals may not add up to 100%.
Among those who are willing to call back at a different time to be served faster, many have no preference for when to call back, be it earlier in the morning or later in the afternoon (44%). Almost one third (32%) do, however, prefer to call back earlier in the morning while one in five (21%) have a preference for late in the afternoon.
Exhibit 4.2.2b Time of Day Prefer To Call The CRA
| Total | |
| Base = actual | (722) |
| Earlier in the morning | 32% |
| Later in the afternoon | 21% |
| It depends | 2% |
| Both | 39% |
| No preference | 5% |
| Don't know/neither | 1% |
Q7b. Would you prefer to call the CRA … ?
Base: Respondents who are willing to call at a different time of day for faster service
Note: Numbers are rounded to the closest full number. Totals may not add up to 100%.
Most Canadians (67%) are unlikely (very/somewhat) to use the CRA’s automated phone service instead of speaking to an agent. Older Canadians (55+) are particularly resistant towards the automated service (78% vs 60-63%). This is also the case for Business enquiries callers who would rather speak to an agent than use the automated phone service (74% vs 65% of both Individual and Benefit Recipient enquiries callers).
Exhibit 4.3.1 Likelihood to Use Automated Phone Service Instead of Live Agent
| Total | Age | Enquiries Line | |||||
| Base = actual | Total | 18-34(C) | 35-54(D) | 55+(E) | Individual(M) | Benefit Recipient (N) | Business(O) |
| (804) | (228) | (298) | (267) | (217) | (217) | (370) | |
| Very likely (5) | 11% | 8% | 15% | 9% | 12% | 11% | 8% |
| Somewhat likely (4) | 15% | 19%E | 18%E | 8% | 15% | 15% | 13% |
| Neither likely nor unlikely (3) | 6% | 11%D | 3% | 6% | 6% | 7% | 6% |
| Somewhat unlikely (2) | 15% | 15% | 14% | 16% | 15% | 16% | 15% |
| Very unlikely (1) | 52% | 45% | 49% | 61%CD | 51% | 49% | 59%N |
| Don't know | 1% | 1% | 2% | 0% | 1% | 1% | 0% |
| NET: Very/somewhat likely | 26% | 27%E | 33%E | 16% | 27.2% | 26.3% | 20.8% |
| NET: Very/somewhat unlikely | 67% | 60% | 63% | 78%CD | 65% | 65% | 74%MN |
Q10. How likely would you be to use the CRA’s automated phone service instead of talking to a live agent? Would you say you are … ?
Base: All respondents
Note: Numbers are rounded to the closest full number. Totals may not add up to 100%.
Canadians willing to use the CRA’s automated phone service (26%), are open to using a variety of automated services. Individuals and Benefit enquiries line users would like to use the automated phone service to check the status of applications (88%) or instalment payment account balances (87%), to request a copy of a notice of assessment or re-assessment (85%), request a tax return package (78%), and/or request a T-slip (77%). Not surprisingly, Benefit recipients are more likely than Individual enquiries callers to use the automated service to check their account balance (98% vs 83%).
Exhibit 4.3.2a Expected Uses of Automated Phone System - Individual/Benefit Recipients
| Total | Enquiries Line | ||||
| Base = actual | Total | Individual(M) | Benefit Recipient(N) | ||
| (104) | (52) | (52) | |||
| Check your instalment payment account balance | 87% | 83% | 98%M | ||
| Check the status of applications, returns, adjustments or credits | 88% | 89% | 85% | ||
| Request a copy of your notice of assessment or re-assessment | 85% | 83% | 90% | ||
| Request a tax return package | 78% | 77% | 81% | ||
| Request a T slip such as a T4 | 77% | 77% | 79% | ||
Please note: Percentages do not add up to 100% due to multiple mentions allowed for this question
Q11a. Would you use the automated phone system to … ?
Base: Respondents likely to use automated phone service
Among Business enquiries callers, interest primarily lies in using the automated phone service to check a return or refund status (87%), instalment payment account balances (81%), account balances or last payments (78%), and/or to request remittance vouchers (66%).
Exhibit 4.3.2b Expected Uses of Automated Phone System - Businesses
| Total | |
| Base = actual | (77) |
| Check return or refund status | 87% |
| Check instalment payment account balance | 81% |
| Check account balance or last payment | 78% |
| Request remittance voucher | 66% |
Please note: Percentages do not add up to 100% due to multiple mentions allowed for this question
Q11b. Would you use the automated phone system to … ?
Base: Respondents likely to use automated phone service
Canadians who are uninterested in using the CRA’s automated telephone system provide a variety of reasons for their lack of interest. Many prefer to talk to a person (43%) while others believe the automated system cannot answer their questions (32%) or that it is slow or frustrating (18%).
The system being unable to answer their questions is more prevalent for Benefits and Business enquiries callers compared to Individual enquiries callers (39-43% vs 26%). It is thus not surprising that Business enquiries callers are significantly more likely than other callers to believe that their issues require to speak to an agent (24% vs 15-16%) and that their queries are complex or require multiple questions (18% vs 5-11%).
Exhibit 4.3.3 Reason for Not Using Automated Telephone System
| Total | Enquiries Line | |||
| Base = actual | Total | Individual(M) | Benefit Recipient(N) | Business(O) |
| (605) | (155) | (157) | (293) | |
| I prefer talking to a person/Don't like automated systems | 43% | 46%O | 46%O | 32% |
| Automated system can't answer my questions/Doesn't have the answers I need | 32% | 26% | 43%M | 39%M |
| Automated system is slow/Frustrating | 18% | 20% | 14% | 14% |
| My issue requires an agent | 17% | 16% | 15% | 24%MN |
| I can get the same information online/On the website | 15% | 16% | 9% | 21%N |
| My issue is complex/I have multiple questions/etc. | 11% | 11% | 5% | 18%MN |
| Automated system doesn't have the options I need | 8% | 9% | 6% | 6% |
| Automated system is confusing/Complicated/Complex | 7% | 6% | 10% | 8% |
| Automated system does not understand me | 4% | 5% | 5% | 2% |
| Disability/Hearing impairment | 1% | 1% | 0% | 0% |
| Other | 8% | 8% | 8% | 7% |
| Don't know/Refused | 1% | 1% | 3% | 0% |
Q13. Why wouldn’t you be willing to use the CRA’s automated telephone system?
Base: Respondents not likely to use automated phone service
Note: Numbers are rounded to the closest full number. Totals may not add up to 100%.
Respondents who were willing to use the automated phone system had very few suggestions for additional features. In fact, most (79%) were unable to cite anything else that they would like to have (none or don’t know). A small minority of callers provided a few suggestions for improvement. These included general enquiries (4%), updating information (3%), obtaining benefit information (2%), changing an address (2%), resetting a password (2%), and other miscellaneous mentions (8%).
Exhibit 4.3.4 Other Uses of Automated Phone System
| Total | |
| Base = actual | (193) |
| No/None | 76% |
| General enquiries/Information (unspecified) | 4% |
| Update information -- Other mentions | 3% |
| Have the option to reset password | 2% |
| Request a callback if agents are too busy | 2% |
| Information on benefits | 2% |
| Change/Update address | 2% |
| Misc. other mentions | 8% |
| Don't know/Refused | 3% |
Please note: Percentages do not add up to 100% due to multiple mentions allowed for this question
Q12. Are there any other things that you would like to do using the CRA’s automated phone system?
Base: Respondents likely to use automated phone service
Canadians were asked about the way in which they would like to see the CRA’s service level commitment published on the website. Two scenarios were presented:
1) a chance of getting through to the service needed as a percentage or;
2) the average number of times they would have to call before being connected to the service they needed.
Preference favours wanting to know the chance of getting through as a percentage with more than half of Canadians (52%) choosing this option, while close to one-third (31%) would prefer to know the average number of times one would have to call before being connected to an agent. A small but significant number of Canadians (17%) did not know what their preference was or did not understand either of the service level commitment options. This tended to include predominantly older Canadians (55+) compared to their younger counterparts (22% vs 11% of those 18-34).
While overall preference is for chances of getting through as a percentage regardless of enquiries line, callers to the Benefit Recipient enquiries line were more likely to choose the option of knowing the number of times to call before being connected (38% vs 27-29%) compared to callers to the Individuals and Business enquiries line, and less likely to choose “don’t know”.
Exhibit 4.4.1 Format Preference for Service Level Expectation Message on Website
| Total | Age | Enquiries Line | |||||
| Base = actual | Total | 18-34(C) | 35-54(D) | 55+(E) | Individual(M) | Benefit Recipient(N) | Business(O) |
| (804) | (228) | (298) | (267) | (217) | (217) | (370) | |
| Chances of getting through as a percentage | 52% | 58%D | 47% | 55% | 52% | 51% | 56% |
| Average number of times would have to call before being connected | 31% | 31% | 35%E | 24% | 29% | 38%MO | 27% |
| Don't Know | 17% | 11% | 18% | 22%C | 19%N | 11% | 17%N |
Q8. The CRA wants to establish and publish its service commitments on their website. If you checked the website before calling the CRA, which of the following would you prefer to know?
Base: All respondents
Note: Numbers are rounded to the closest full number. Totals may not add up to 100%.
Virtually all Canadians (94%) would find it helpful (very/somewhat) to know how long they would have to wait before speaking to an agent.
Exhibit 4.4.2 Helpfulness of Knowing Wait Time Before Speaking with Agent
| Total | |
| Base = actual | (804) |
| Very helpful (4) | 78% |
| Somewhat helpful (3) | 16% |
| Not very helpful (2) | 3% |
| Not at all helpful (1) | 3% |
| Don't know | 1% |
| NET: Very/somewhat helpful | 94% |
| NET: Not very/ at all helpful | 5% |
Q9. When calling a CRA call centre, how helpful would it be for you to know how long you will have to wait before you reach an agent? Would it be …?
Base: All respondents
Note: Numbers are rounded to the closest full number. Totals may not add up to 100%.
In order for the CRA to share personal information over the phone, they need to confirm a caller’s identity. Exploring the preferred method of doing so revealed that most Canadians (59%) prefer to be asked for their Social Insurance Number (SIN) and a series of other questions. Many Canadians (38%) also find a Personal Identification Number (PIN) to be a viable option, and to a lesser extent, voice authentication (28%).
Exhibit 4.5.1a Preferred Methods for Confirming ID
| Total | |
| Base = actual | (403) |
| Be asked for your Social Insurance Number plus a series of other questions such as a specific amount on your previous tax return, date of birth, name, etc. | 59% |
| Set up a personal identification number or PIN, like you would have on a bank card or telephone banking. | 38% |
| By voice authentication. This is a type of user authentication that confirms your identity through the unique patterns of your voice, similar to a finger print. | 28% |
| Don't know | 3% |
Q14. Before sharing any personal information over the phone, the CRA must ensure they are talking to the right person. To do this, they need to confirm a caller’s identity. Which of the following would you want the CRA to use to confirm your identity?
Base: Respondents who called the Individual or Benefit Recipient enquiries lines
Note: Numbers are rounded to the closest full number. Totals may not add up to 100%.
Among those who would want to confirm their identity with a PIN, more than half (57%) would prefer registering for a PIN online through their My Account service while more than a third (37%) would prefer to register over the phone with an agent. Those who are willing to use an automated phone service are more likely to prefer PIN registration online through My Account (77% vs. 48% among those who are not willing to use the automated phone system).
Exhibit 4.5.1b Preference for PIN Registration
| Total | Willing to use automated phone system | ||
| Base = actual | Total | Yes(A) | No(B) |
| (150) | (48) | (93) | |
| Online through My Account | 57% | 77%B | 48% |
| Set it up with the assistance of an agent on the phone | 37% | 19% | 45%A |
| Don't know | 6% | 4% | 7% |
Q15. How would you prefer to register for a PIN? Would you … ?
Base: Respondents who selected a PIN to confirm ID
Note: Numbers are rounded to the closest full number. Totals may not add up to 100%.
Survey completions were somewhat evenly distributed among those aged 18 to 34 (30%), those aged 35 to 54 (36%) and those aged 55 and above (33%). Gender was also evenly split between men (52%) and women (49%). The majority of responses were from two regions, with half (50%) being from Ontario and more than one quarter (28%) from the Prairies. The remaining completion were from respondents in BC (14%), the Atlantic provinces (5%) and Quebec (2%). Fourteen percent of the respondents interviewed were tax intermediaries.
Exhibit 4.6a Age
| Total | |
| Base = actual | (804) |
| 18 to 34 | 30% |
| 35 to 54 | 36% |
| 55 or older | 33% |
| Refused | 1% |
Q16a/b. In what year were you born? Would you be willing to tell me in which of the following age categories you belong?
Base: All respondents
Note: Numbers are rounded to the closest full number. Totals may not add up to 100%.
Exhibit 4.6b Gender
| Total | |
| Base = actual | (804) |
| Female | 49% |
| Male | 51% |
Q17. Record gender
Base: All respondents
Note: Numbers are rounded to the closest full number. Totals may not add up to 100%.
Exhibit 4.6c Province
| Total | |
| Base = actual | (804) |
| Ontario | 50% |
| British Columbia | 14% |
| Prairies | 28% |
| Atlantic | 5% |
| Quebec | 2% |
| Refused | 2% |
Q18. In which province or territory do you live?
Base: All respondents
Note: Numbers are rounded to the closest full number. Totals may not add up to 100%.
A total of 804 telephone surveys were conducted with four target audiences: individuals (those who call the Individuals enquiries line), benefit recipients, businesses, and tax intermediaries. Interviews were conducted using randomly selected telephone numbers of taxpayers who had recently called one of three dedicated CRA enquiries lines (Individual, Business and Benefits enquiries lines).
Kantar TNS, in collaboration with CRA, designed the survey instrument. The final, approved instrument was translated into French by the CRA. The English survey took an average of 9.1 minutes to complete and ranged from 3.9 to 23.3 minutes. The French survey took an average of 10.3 minutes to complete and ranged in length from 3.6 to 15.2 minutes.
Once the English and French questionnaires were finalized, they were programmed into the Computer Assisted Telephone Interview (CATI) system. This was done by experienced programmers. After programming, the questionnaires underwent extensive testing to ensure that everything was working exactly as intended.
The CRA was supplied with a test link that allowed them to conduct their own tests. Feedback was incorporated where needed before continuing with pre-testing the survey.
The survey went through extensive pilot testing (without a respondent) and pre-testing (with a respondent).
After testing each individual section, the entire survey was pilot tested (without a respondent) to ensure all aspects of the questionnaire were functioning as intended. The pilot involved ensuring the wording was exactly as intended, that the skip patterns and logic were correct and that the questions were clear and concise. The process was also automated (autopilot) by applying the questionnaire to dummy records and checking the output to ensure that proper routing through the questionnaire had occurred. Once confirmation was received that the verbatim and logic were correct in English, the French questionnaire was also reviewed in the same manner outlined above to ensure it was also correct. By testing the two languages separately, quality in both languages was ensured.
A pre-test consisting of 13 English interviews and 10 French interviews was completed on July 26th, 2018. The results were reviewed to ensure the survey was working as expected and that the questions were being interpreted as expected. Minor changes were made before launching the survey on July 30th.
The survey was originally registered with the Marketing Research and Intelligence Association (MRIA) Survey Registration System where respondents could validate the research. Following the announcement of the cessation of the MRIA’s activities part way through the fieldwork, the Survey Registration System became defunct and the statement was removed from the survey introduction.
As mentioned previously, the sample list was provided by the CRA and comprised of randomly selected telephone numbers of taxpayers who had called the CRA on any of the three dedicated telephone lines in the two weeks prior to the survey period (from July 3-17). The sample list consisted of three target groups:
Tax intermediaries came from all three enquiries lines and were identified during the survey.
The telephone survey was conducted using computer assisted telephone interviewing (CATI) technology. CATI ensures the interview flows as it should with pre-programmed skip patterns. It also controls responses to ensure appropriate ranges and data validity. Sample is imported directly into the survey to ensure accurate recording of sample variables such as enquiries line. The system also controls automated scheduling and call-backs to ensure all appointments are adhered to.
Surveys were conducted in English or French as chosen by the respondent. Interviewing was conducted by fully trained interviewers and supervisors. A minimum of five per cent of all interviews were independently monitored and validated in real time.
All participants were informed of the general purpose of the research, they were informed of the sponsor and the supplier and that all their responses would be confidential.
A sample of 804 drawn from the Canadian adult population who called the CRA enquiries line from July 3rd to July 17th would produce a margin of error of +/- 3 per cent, 19 times out of 20.
Survey quotas were put in place so that a sufficient number of telephone interviews were conducted with each of the four target audiences (approximately 200 for each). Weighting was then used to ensure that the results of the survey reflected the opinions of the actual proportions of Canadians phoning each of the CRA’s enquiries lines. For example, due to survey sampling quotas, our completions resulted in 27% being from the Individual enquiries line while 61% of calls came through the Individual enquiries line in the past year. Therefore, the results had to be weighted up to reflect these proportions.
The following table shows the unweighted sample (actual completions) versus the weighted sample (weighted completions).
Exhibit 5.1.7 Weighted vs. Unweighted Data
| Unweighted | Weighted | |
| Base | (804) | (804) |
| 100% | 100% | |
| Individual tax enquiries | 217 | 490 |
| 27% | 61% | |
| Benefit enquiries | 217 | 169 |
| 27% | 21% | |
| Business enquiries | 370 | 145 |
| 46% | 18% |
A total of 22,940 phone numbers were dialed, of which 804 completed the survey (21 French and 783 English). The overall response rate achieved for the telephone study was 5.57%. The following table outlines the sample disposition and response rate as per the MRIA guidelines.
Exhibit 5.1.8 Response Rate Calculation
| Total Numbers Attempted | 22940 |
| Invalid | 1877 |
| Not in Service | 1859 |
| Fax/modem | 18 |
| Business/non-residential | 0 |
| Unresolved (U) | 14398 |
| Busy | 242 |
| No answer | 5704 |
| Answering machine | 8452 |
| In-scope - non-responding (IS) | 5491 |
| Language problem | 88 |
| Illness, incapable | |
| Selected respondent not available | 2265 |
| Household refusal | 3137 |
| Respondent refusal | |
| Qualified respondent break-off | 1 |
| In-scope - Responding units (R) | 1174 |
| Language disqualify | 0 |
| No one 18+ | 0 |
| Other disqualify | 370 |
| Completed interviews | 804 |
| Response Rate = R/(U+IS+R) | 5.57% |
In order to maximize responses, Kantar TNS undertook the following:
Non-response bias is the bias that results when respondents differ in meaningful ways from non-respondents. When population data is available, we can undertake an analysis to determine if the sample population differs from the population under study; in this case, callers to the CRA enquiries lines. Demographic data for callers to the CRA enquiries line was not available and as such a comparison could not be undertaken to assess non-response by demographics.
Detailed tables are included under separate cover.
NOTES TO READER:
The respondents to this survey will all have recently called the CRA, so will have some recent and personal context on which to base their answers.
The questionnaire will be pre-tested before full launch.
For Individuals and Benefits Call Centres, “busy signals” have almost been completely eliminated, replaced with a recorded message saying lines are busy and the automated system is available.
For Business Call Centres, a busy signal is still possible but will be eliminated with the new system.
CRA Call Centre Expectations – Final Questionnaire
Hello/Bonjour my name is INSERT NAME, from Kantar TNS, a market research firm. We are conducting a survey on behalf of the Government of Canada. The purpose of the survey is to inform the Canada Revenue Agency of Canadians’ preferences and expectations when accessing the CRA’s call centres. Would you prefer that I continue in English or French? Préférez-vous continuer en français ou en anglais?
We would like to speak with people who have recently contacted the CRA. Have you or someone at this number recently called a CRA call centre?
IF YES, QUALIFY, CONTINUE
IF NO, BUT SOMEONE ELSE AT THIS NUMBER CALLED. ASK: May I speak with that person, please?
IF REFERRED TO ANOTHER PERSON, START FROM THE TOP. IF PERSON IS NOT AVAILABLE, TERMINATE
IF DON’T KNOW / UNAWARE OF WHO MAY HAVE CALLED, TERMINATE
INTERVIEWER INSTRUCTION: SOME CALLERS MAY HAVE CONCERNS DUE TO RECENT CRA SCAMS PLEASE ASSURE THEM THIS IS JUST A SURVEY TO ASSESS CALL CENTRE PREFERENCES AND WE WILL NOT BE ASKING ANY PERSONAL INFORMATION OR INFORMATION ABOUT THEIR PERSONAL TAXES
Your participation in this survey is voluntary. Your responses will be kept entirely confidential and anonymous. This survey will take about 10 minutes to complete.
[IF ASKED: Kantar TNS is a professional research company hired by the Government of Canada to conduct this survey]
[IF ASKED: Kantar TNS privacy policy can be found here: http://www.tnscanada.ca/privacy-policy.html ]
QUOTAS:
FOR QUOTA PURPOSES THOSE WHO ARE TAX INTERMEDIARIES ARE CODED AS BUSINESS REGARDLESS OF SAMPLE OTHERWISE USE SAMPLE TO DRIVE QUOTAS
CLASSIFICATION:
1. Are you a tax professional who works with individuals or businesses on tax-related or payroll matters?
(IF RESPONDENT IS STRUGGLING, SAY: A tax intermediary, someone that you hire to deal with taxes on behalf of an individual or business.)
INSTRUCTION TO INTERVIEWER: CODE DON’T KNOW AS NO
2. HIDDEN QUESTION: TAX INTERMEDIARY – IF YES AT Q1 CODE AS TAX INTERMEDIARY
3. HIDDEN QUESTION: SAMPLE: CODE AS INDIVIDUAL, BENEFIT RECIPIENT, BUSINESS
DISPLAY
The CRA tries to use its resources to provide good service and have the right number of telephone agents available to answer calls. As such, the CRA wants to understand how to meet the needs of Canadians efficiently while providing quality and cost-effective service.
WAIT TIMES AND CALL DIVERSION
4. What is the longest you would be willing to wait to speak with an agent before deciding to hang up and call back?
(IF RESPONDENT SAYS 5 TO 10 MINUTES, PLEASE ASK: is that 5 or 10 minutes?)
OPEN (INTERVIEWER INSTRUCTION RECORD AS MINUTES)
INTERVIEWER INSTRUCTION: WE ARE TRYING TO UNDERSTAND AT WHAT POINT THE PERSON IS NO LONGER WILLING TO WAIT AND WOULD RATHER JUST HANG UP AND CALL BACK AT ANOTHER TIME.
5. If you knew you had to wait longer than [INSERT RESPONSE TO Q4] minutes, which of the following, would you choose: (INTERVIEWER PROMPT: ANY OTHERS?)
INTERVIEWER INSTRUCTION: Please ensure respondents understand this is about the future NOT what they have done in the past.
INTERVIEWER INSTRUCTION: Get a yes/ no for each attribute.
RANDOMIZE LIST. READ LIST. SELECT ALL THAT APPLY
6.a. If you received a message that all the agents are currently busy helping other callers and you had to call back at another time, how acceptable do you feel it would be to have to call back? Would it be …?
PROGRAMMING INSTRUCTION: DO NOT ASK Q6B IF DON’T KNOW AT Q6A
6.b. How many times would you need to call back before becoming unsatisfied with the service?
OPEN NUMERIC VALUE
I would already be dissatisfied (DO NOT READ)
7.a. If you could be served faster at a different time of day, would you call at a different time?
[IF YES IN Q7A, ASK:]
7.b. Would you prefer to call the CRA …? READ LIST
SERVICE LEVEL EXPECTATIONS AND REPORTING
8. The CRA wants to establish and publish its service commitments on their website. If you checked the website before calling the CRA, which of the following would you prefer to know? (Randomize A and B)
9. When calling a CRA call centre, how helpful would it be for you to know how long you will have to wait before you reach an agent? Would it be …?
DISPLAY
When callers with simple issues or questions use the CRA’s automated phone system instead of a live agent, more agents are available to personally assist callers with more complex issues. We would now like to ask you a few questions about the CRA’s automated phone system.
ALTERNATIVE SERVICES
10. How likely would you be to use the CRA’s automated phone service instead of talking to a live agent? Would you say you are:
PROGRAMMING INSTRUCTION: ASK Q11 IF Q10=A OR B
11. Would you use the automated phone system to:
RANDOMIZE ANSWER LISTS
RESPONSE LIST
PROGRAMMING INSTRUCTION: THE FOLLOWING LIST IS FOR INDIVIDUALS AND BENEFITS RECIPIENTS AS DEFINED BY THE SAMPLE
IVR Individual and Benefits List
PROGRAMMING INSTRUCTION: THE FOLLOWING IS FOR BUSINESSES AS DEFINED BY THE SAMPLE
IVR Business List
PROGRAMMING INSTRUCTION; ASK Q12 IF Q11 WAS ASKED
12. Are there any other things that you would like to do using the CRA’s automated phone system?
OPEN
PROGRAMMING INSTRUCTION: ASK Q13 IF Q10 = C, D or E
13. Why wouldn’t you be willing to use the CRA’s automated telephone system?
OPEN
PROGRAMMING INSTRUCTION: DO NOT ASK Q14 TO TAX INTERMEDIARIES OR BUSINESSES
14. Before sharing any personal information over the phone, the CRA must ensure they are talking to the right person. To do this, they need to confirm a caller’s identity. Which of the following would you want the CRA to use to confirm your identity? (INTERVIEWER PROMPT: ANY OTHERS?) SELECT ALL THAT APPLY
RANDOMIZE LIST. READ LIST.
PROGRAMMING INSTRUCTION: ASK Q15 IF Q14=b
15. How would you prefer to register for a PIN? Would you…
RANDOMIZE LIST. READ LIST.
DEMOS
Now just a few questions for classification purposes.
16.a. In what year were you born?
INTERVIEWER: RECORD YEAR
a. Refuse (DO NOT READ)
[IF PREFER NOT TO PROVIDE A PRECISE BIRTH YEAR, ASK16b]
16.b. Would you be willing to tell me in which of the following age categories you belong?
17. RECORD GENDER
18. In which province or territory do you live: CODE
THANK YOU! THOSE ARE ALL THE QUESTIONS THAT I HAVE FOR YOU TODAY.
[1] Standard deviation is a number used to tell how answers for a group are spread out from the average. A low standard deviation means that most of the numbers are very close to the average. A high standard deviation means that the numbers are spread out.
[2] Significant at a 90% confidence level only