This archive report was first published on 22 June 2021.
As the world grapples with the COVID-19 pandemic, the Kenya Revenue Authority (KRA) has been at the forefront of embracing automation in its operations. In this article, we take a closer look at the significance of automation in customer support and how it has become a new normal in the wake of the pandemic.
Looking back at the past, it's hard to imagine a time when taxpayers had to queue up at KRA offices to submit their annual tax returns. However, with the advent of the iTax system, taxpayers can now conduct tax business from the comfort of their homes or offices. This has minimized physical engagements, which has gone a long way in helping to flatten the curve.
The iTax system is complemented by a robust virtual customer service support system, which provides a wide range of virtual engagement options such as calls, chats, emails, and social media. This has enabled KRA to provide efficient and effective customer support, even in the midst of the pandemic.
According to a 2020 study by McKinsey & Company, the acceleration in the uptake of technology has brought a different mindset for executives, who no longer see technology as a cost-saving tool but as a tool for refocusing their business models around digital technologies. This is a crucial aspect, given that the success of any transformation journey at the corporate level is heavily dependent on the blessings of top leadership.
Historically, transformation of customer support frameworks through automation has always come last. However, the pandemic has forced corporate bodies to prioritize the transformation of their customer support frameworks. This has led to the establishment of contact centers and the use of social media to engage with customers, who are encouraged to interact virtually due to the restrictions on physical engagements.
Looking at all the transformation that the pandemic has brought about for corporate bodies, it is clear that the customer is king. Whatever measures that corporate bodies are putting in place to remain afloat during this period, the customer is clearly the center of their focus. It is all about how to best serve the customer even if this is to be done virtually.
