Does Impression Matter?

By Ika Hapsari, Employee of the Directorate General of Taxes

"Visiting Batang Tax Office is so chill! The office is so cool and free Wifi available (again, without password). Always overwhelmed by the hospitality of the service staffs that always give their best smile and helpful consultation.  I will come again and again with my pleasure." – tweeted @KawanPetualang. 

I read that positive testimonial in Twitter, social media platform that let everyone that has account to “tweet” or share their thought through certain characters/ words. This netizen commented about his satisfaction of the service section in Batang Tax Office (KPP Pratama Batang), unit under Central Java I Regional Tax Office (Kanwil DJP Jawa Tengah I). He was impressed by the public facilities provided that beyond his expectation about common government office on his perspective.

I tried to trace his tweets just to fill up my curiousity. And yes, he regularly visits several tax office as part of his main job duties, and the thing to underline is, he always appreciate the service he got from the tax office. He also mentioned some official account such as @ditjenpajakri and @kring_pajak to thank them for recruiting professional staffs on giving service excellence.

Then I wonder, how is the thing like -as simple as- giving free smile wholeheartedly can be that remarkable for some people. Until I found the answer myself when I handled my office’s project . It was a conceptual tax gathering inviting several VVIP guests (including owner and company director). After the event was over, I tried to interviewed several guests. Unexpectedly, most of the guests were surprised with the extraordinary event that was held dan how the committee really put attention on small details. From souvenirs to outfit.

Ponco, representative from Djarum company gave his testimonial, “This is the best tax gathering I've ever attended. The concepts is so fresh and out of the box, way different from the common governmental event that usually rigid and boring. I am as the audience can absorb the tax information that being performed through musical drama effortlessly. Unfortunately, It's better to extend the duration a bit." 

"The committee should expand more creativity in the future and this kind of thematic event can be a good example for other offices to follow the similar way," he added. Since four years ago, tax gathering held by Semarang Medium Tax office (KPP Madya Semarang) transforms into the tax payer's most awaited event of the year. Right, as simple as going extra miles by leaving the mainstream to create remarkable memory in tax payer's mind.

In March 2018, a song made by group of Ateneo de Zamboanga University students gone viral in Phillipines. Funny fact, the song theme was about Phillipines newest implemented tax reform law. How it could be? You might think what an heavy topic to be heard, even in short of song's lyric! But, those creative students majoring accountancy made a parody video clip adapted Dua Lipa's hit song titled New Rules. They gave their local twist by changing the lyrics to inform people about tax reform law called TRAIN (Tax Reform for Acceleration and Inclusion).  

Debra Ponce, one of the personnels said that their aim was to make tax law more understandable to whoever watch the video. They gained massive success, the video accepted by the netizens and had gotten more than 120 thousands views and shared more than 3 thousands times in Facebook.

"Perfect strategy to remember some of the amandements because of TRAIN LAW," said Edward Arriba, one of the netizens. This comment shows how simple thing can play role on somebody’s perspective. As conclusion, I can generally say that impression is matter. Impression has a strong power that affects one’s paradigm. If Directorate General of Taxes can manage the affection domain in psychological side of tax payers through simple act, soft, and persuasive approach can be an option on building tax communication strategy that will bring positif benefits in the future. (*)

*) The information and views set out in this article are those of the author and do not necessarily reflect the official opinion of the institution in which the author works.