Service Improvement Request — The Canada Revenue Agency’s contact web page

The Canada Revenue Agency (CRA) is responsible for providing tax and benefit services. It handles millions of interactions yearly, helping individuals and businesses meet their tax obligations and get the benefits and credits they are entitled to.^{Footnote 1} 

The CRA’s Contact the CRA web page is a critical resource for taxpayers seeking assistance. However, there are challenges related to its usability and the traffic it directs to the CRA’s contact centres.

The CRA has acknowledged ongoing issues with meeting the high demand for its contact centre services. In recent years, it has made efforts to improve its systems, including the introduction of the GenAI chatbot beta to provide automated assistance. Despite these efforts, navigating the contact web page and receiving timely support remains challenging for many users.

Our review of the CRA’s contact page identified several key issues.

• Excessive amount of detail on the contact web page, making it hard for users to find what they need
• Various links and options compete for users’ attention, leading to confusion
• The same phone numbers appear repeatedly for different services, potentially causing confusion
• Program-specific contact numbers are not grouped logically, making them difficult to find

• The information structure is not clear:
  • No visual cues to show the user how  they should prioritize instructions
  • Essential phone numbers are buried in expandable sections
• Users must go through lengthy tables and repetitive entries to identify the right contact information for their situation
• Some phone numbers are not clearly labelled for their specific purpose(s), resulting in confusion
• Users are often directed to other web pages to find phone numbers, adding unnecessary steps

The Taxpayers’ Ombudsperson has requested that the CRA improve service and reduce the burden on its contact centres by making the following changes to its contact web page:

• Simplify navigation by adding clickable tiles or interactive questions to guide users quickly to the information they need.
• Prioritize digital self-service options and provide phone numbers only as a last resort, such as to prevent an accessibility barrier.

By implementing these changes, the CRA can make its contact web page more intuitive, reduce contact centre wait times, and improve overall service for taxpayers.

The Ombudsperson recognizes the CRA’s efforts to ensure no taxpayer is left behind by striving to provide equitable access to its products and services. The Ombudsperson acknowledges that not everyone possesses the digital literacy, confidence, or access required to use digital services and that the CRA must also comply with the Accessible Canada Act. The CRA should keep these factors in mind when it actions the Ombudsperson’s request.