By Liapeng Raliengoane
MASERU – In a bid to improve services, the Lesotho Revenue Authority officially launched its new brand identity, Revenue Services Lesotho (RSL) in Maseru on Tuesday.
While launching RSL, the Commissioner Clients Services ‘Mathabo Mokoko said the event marked the launch of the most updated version of the Revenue Administration.
“Revenue from taxation and customs provides governments with the much needed funds to invest in development, relieve poverty and deliver public services and social infrastructure required to enhance long-term growth. Further, integrated revenue administration models have the potential to bring crucial improvements and effectiveness of tax administration,” she revealed.
Mokoko indicated that at RSL they are convinced that it is critical to create an environment for proper tax payment, as a strong and engaged private sector in cooperation with tax practitioners is indispensable to promote voluntary and by extension automatic tax compliance.
“Our pursuit of service excellence is deeply enshrined in our new identity and it has propelled us to include among key priorities the digitization and online systems development. With IT development comes construction of reliable database with data integrity being closely monitored. Drawing insights from this data requires a highly-skilled team of data analysis and interpretation. In RSL therefore human resource development has become indispensable and active capacity building programs are underway for the RSL currently. It is from a combination of the above that we actively hope for better services to our valued clients,” she denoted.
RSL Commissioner General Thabo Khasipe revealed that “Rea aha” strategy started in 2018 and is heading to 2023. He said the strategic objective of re-branding is to increase brand reputation index and the desired outcomes are: improved revenue, improved quality of service, automatic compliance and reduced cost of collection.
RSL Board Chairperson Robert Likhang pointed out that they consolidated lessons learned and formulated the new strategy. He said the focal words in the new brand are “We are building” (Rea aha).” He assured that this new corporate identity will consistently provide selfless services.
The Minister of Finance Hon. Thabo Sophonea made a reminder to the RSL that a cultural change needs a continuous and consistent effort, that culture is dynamic and shifts in response to external and internal changes. He urged for RSL to be guarded jealously.
For his part, the Prime Minister (PM) Dr. Moeketsi Majoro opined that the launch was not only for the new look but a revamped revenue administration in terms of its relationship to the tax paying community.
The PM said “It is my belief therefore that this gives us all a renewed enthusiasm and energy from the new organization against the significant backdrop of economic challenges arising from global catastrophes as we look to the recovery of our economy. When the Government signed off on the proposal to effect this change, we foresaw an organization that can bring stability to the Lesotho tax framework. This stability will be critical for businesses and for revenue collection resources as we emerge from the COVID-19 pandemic and other economic crippling global challenges.”
