Abstract:

On 24 March 2016, one of the market researchers of the Dutch Tax and Customs Administration (the tax authority) was invited by the Dutch King to tell him about the insights gained on the Dutch citizens in relation to self-reliance and what that means for the tax authority's struggle between trust and regulation. It wasn't a coincidence that the market researchers from the tax authority were invited for this session; they have been telling stories about their customers the Dutch tax payers for several years in order to change the mindset of employees from acting on processes and regulation to customer centricity. In this paper we share how we achieved this by means of creative research methods and storytelling techniques and tools as visualisation and gamification.