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Positive customer experience

One of our strategic goals is to build a positive customer experience in the management of tax matters. We base our operations on a genuine customer orientation, customer understanding and customer engagement. We want to make our customers’ tax transactions as simple and easy as possible. A positive customer experience also maintains and strengthens a positive attitude towards taxes.

The handprint of our operations described in this section has a particularly positive impact on achieving the UN’s Sustainable Development Goal 8. The global goal promotes sustainable economic growth, full and productive employment and decent work for everyone. The Finnish Tax Administration promotes this goal by providing effective services for society, among other measures. We develop our service channels and use digitalisation. We invest in responsible and interactive high-quality communication.

Smooth services and fluent communication

A positive customer experience is created when customers can take care of their tax matters smoothly, are satisfied with the services and feel that they are being treated equally.

We systematically monitor the customer experience: we measure how easy to use and understand our services are and customer satisfaction with our advisory services. Each year, we also receive twenty thousand spontaneous customer responses to the feedback form on our website and from contact entries made by our officials.

E-service

  • There were 34.3 million logins to MyTax (2023: 33.5 million). The service was used to submit 5.7 million (2023: 5.5 million) different reports and submit 129,000 messages to the Tax Administration.
  • Changes to tax cards or prepayments were requested roughly 2.5 million times. Of these, 79% were managed through MyTax (2023: 76%).
  • In total, 85% of users found it easy to submit notifications and applications using MyTax.
  • Some 1.3 million individual taxpayers made changes to their pre-completed tax return, and 91% of them through MyTax (2023: 90%).
  • Roughly 31,000 employers are using the Palkka.fi service each month. The service makes the payment of wages easier for small employers. In 2024, the service was used to pay slightly under EUR 2.4 billion in wages and fees (2023: EUR 2.4 billion). The service was also used to submit some 1.3 million earnings payment reports and some 0.43 million separate reports to the Incomes Register on behalf of employers.

Telephone service

  • In 2024, we answered around 1.7 million calls (2023: 1.8 million). The response rate was 85% (2023: 78%). The calls cover approximately 67% of the service use.
  • A total of 93% of callers were able to manage or initiate their cases during the call (2023: 94%).
  • In total, 91% of private and business customers gave the telephone service a score of 4 or 5 (2023: 92%).

In-person services

  • Nearly 227,000 customers visited the tax offices in 2024 (2023: 249,000).
  • A total of 96% of customers were able to resolve or initiate their cases.
  • Of the customers, 93 per cent rated the service as ‘good’.

Data flows

  • In 2024, the share of e-services continued to increase and the amount of paper mail sent and received continued to decrease.
  • In total, 2.7 million sets of data containing 118 million notifications were received through the Ilmoitin.fi service (2023: 2.6 million/109 million).
  • At the end of 2024, there were 81 Tax APIs (2023: 75). In total, 214 million queries were submitted through them (2023: 130 million).
  • The Tax Administration received 58 million messages from other countries (2023: 56.5 million) and submitted 54 million (2023: 50.4 million) messages for the use of the tax administrations of other countries.
  • The Tax Administration’s information service discloses tax data to external customers. The disclosed data is used for purposes such as compiling statistics and studies and for statutory tasks of other public authorities, such as decision-making and monitoring. These data disclosures have enabled significantly reducing the data collection by other public authorities and operators as well as cutting down the reporting burden on customers. In 2024, approximately 8,500 files containing 775 million rows were disclosed from the information service (2023: 8,100 files and 800 million rows).
  • In 2024, the Tax Administration received 880,000 (2023: 970,000) paper documents containing 2.8 million pages (2023: 3.1 million).
  • The Finnish Tax Administration sent approximately 17.4 million letters on paper last year (2023: 19.2 million, -9.3%). These letters contained 71.1 million sheets of paper printed mainly on both sides (2023: 77.5 million, -8.3%).

Attitudes towards the Tax Administration

  • According to the Tax Administration attitude survey, 52% of citizens feel that the Tax Administration treats all citizens equally (2023: 54%).
  • 94% of respondents felt that the guidance by the Finnish Tax Administration assists people in doing the right thing (2023: 93%).

Communication

Communication helps build instructive interaction with customers, lowers the threshold in taking care of tax matters and encourages customers to take the correct steps at the correct time to ensure the tax revenue. We aim to create a positive customer experience through clear and topical customer instructions available in multiple languages. We take into account the needs of different customer groups, providing information not only in Finnish and Swedish but also in English.

The vero.fi website offers comprehensive guidance on taking care of your tax matters. The user-friendliness of the website was improved and its design was updated in 2024. The updates will continue in 2025. A new search feature and feedback tool were also introduced. In 2024, the pages on vero.fi were loaded a total of 85.0 million times (2023: 85.8 million), of which 3.9 million concerned pages available in Swedish and 4.0 million pages in English and other languages. The technical reliability of the website was strengthened, for example, in case of denial-of-service attacks.

The Tax Administration’s social media channels had over 300,000 followers (2023: 265,000). In total, the content was displayed around 19 million times (2023: 25 million) and the number of various reactions was 1.04 million (2023: 1.3 million). The decrease in the number of displays and reactions was influenced by stopping presence on the microblogging platform X.

In 2024, we added Facebook, Instagram and LinkedIn as customer service channels used in general taxation matters. One growing customer group is foreigners who do not have access to MyTax or the telephone service because they have a foreign telephone subscription. In 2024, we received around 9,200 tax-related questions through social media (2023: 9,500).

Given the difficult financial situation and the difficulty in ensuring accurate and reliable information, participating in public debate through fact-based communication is more important than ever. The Finnish Tax Administration’s media service was used 410 times in 2024 (2023: 376). In the 2024 business communication survey by Taloustutkimus (Yritysviestintä24), the Tax Administration’s media service was given a score of 3.81/5 (2023: 3.94).

External communications emphasised the following subjects:

  • The tax card will be valid already from the beginning of the year
  • Checking and completing your tax return
  • Paying the correct amount of taxes at the right time
  • Topical subjects and legislative amendments, such as changes in VAT rates and other VAT-related changes
  • Publication of income tax information and related change data
  • Launching the Positive credit register and its significance for taxpayers
  • Encouraging customers to use e-services, giving up paper mail (Suomi.fi messages) and introducing e-invoices

Our focus areas in work community communications were sharing information and streamlining everyday life, interaction and inclusion as well as strengthening strategic goals and work culture.

Metrics and goals

We monitor our successes and develop our operations using the following metrics and goals:

 
Metric Actual 2020 Actual 2021 Actual 2022 Actual 2023 Goal 2024 Actual 2024
Percentage of electronic income tax returns, individual taxpayers (%) 86 88 89 91 ≥ 88 91
Percentage of tax card changes made online (%) 74 76 77 76 ≥76 79
Smoothness of telephone service, response rate for tax card calls (%) - 77 75 76 75…80 81
Smoothness of telephone service response rate for non-tax card calls (%) - 81 82 79 78…82 86
Percentage of customers satisfied with the telephone service, an SMS survey (%), all - 91 91 92 ≥ 88 91
Percentage of customers who feel they can trust the Finnish Tax Administration (%) - 88 91 91 ≥ 90 91
Telephone service response rate, Incomes Register (%) - - - 83 80 97
Telephone service response rate, lenders (%) - - - - 80 90
Share of customers satisfied with the telephone service, Incomes Register services (%) - - - - 80 87
Share of customers satisfied with the telephone service, positive credit register, lenders (%) - - - - 80 88
Share of tax returns received on time (%) - - 92 92 ≥ 92 93

Highlights from 2024: Our service was selected as the Digital Service of the Year 2024

Software Finland, an association representing software companies, selected the Finnish Tax Administration’s digital citizen services as the Digital Service of the Year 2024. The reasons for receiving the award included the high-quality user experience and technical reliability of our services. Our services were also noted to serve as an example to others and to maintain trust in official services.

Examples given of our good services included vero.fi, MyTax and the Positive credit register. The Tax Administration was also praised for the transparency of our development and our light-hearted communication style.


Page last updated 4/30/2025