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Intuit’s Accounting Professionals Division Closed Loop System
Brian AndrewsVice President, Customer Experience & Business Excellence, Intuit
Mike KendallCustomer Experience Leader, Intuit
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We know that delivering great customer experiences leads to growth…
Closed Loop SystemSystematically engage employees in
using direct customer feedback to restore relationships, instill trust, and
drive experience improvements to create more delighted loyal
customers.
Great Customer Experiences
Higher RetentionMore Promoters
More SpendRevenueGrowth
Detractor Neutral Promoter
Lacerte Lifetime Revenue
7x
6x
5x
4x
3x
2x
1x
0
-1x
WOM
WOM
WOM
3
Closing the loop is part ofa larger system…
Closing theloop with
customers
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• Close the loop with customers
• “First, do no harm”… Don’t create a bad customer experience while executing the CLS
• Only survey to the extent that we can close the loop
• Leaders closest to the process make the follow-up calls
• “Gaming” the system is unacceptable
Closed Loop System Guiding Principles
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Reviewcustomer feedback
Call Backdetractors & some promoters
Surveyacross the E2E experience
Improvethe E2E experience
Guided by a Closed Loop Executive Steering Team
Our Closed Loop Approach…
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KAM Relationship Survey
MOT1Install & Update
MOT2Common &
Routine
MOT3E-File Post-Season
Market
Relationship Feedback
SalesPhone Support & Service
Online Support & Service
Onboarding Welcome
Onboarding Prep4Season
Onboarding Low Touch
Interaction Feedback
Closed the Loop with Customers
Customer Experience
Business Planning / Software
Research & Evaluation
Buy Prep For Season
Receive Product
Install & Update
Collect & Org.
Client Data
Do Tax Return
Review Return
with Client
File Client Return
Archive Returns
Bill & Collect
Two-way communication & engagement with Intuit
Get Help (Sales) Get Help (Service) Get Help (Support) Get Help (Sales)
Dev
elop
Nee
d
Off Season
Gain insights and learning about Tax & Software
Renew or Defect
Onboarding Conversions
End to End Customer Experience
7
SalesPhone Support & Service
Online Support & Service
Onboarding Welcome
Onboarding Prep4Season
Onboarding Low TouchInteraction FeedbackOnboarding Conversions
KAM Relationship Survey
Our Current CLS Efforts
Closed the Loop with Customers
8
6-9Product
NPS
20% ptsService
NPS & OSat
Closed Loop System ContributionEm
ploy
ees
Custom
ers
“Intuit is a big company and it really makes me scratch my head that you even called me. I think I will give Lacerte another shot for one more year just because you called. It makes me think that Intuit actually does care.”
We are gaining deeper customer empathy and enjoy solving our customers’ problems quickly…
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Deliver Delightdelight
10
delight
“Edgar was great. He was very patient and went through everything possible to help me. …I wish I could call him directly again sometime!”
Likely to Recommend90% 9/10
(28 of 31)vs. Avg. = 62%
ProAdvisor Program
Great JobEdgar Sutton!
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Next Steps/Priorities• Push/Individual Reporting
• Close-Loop Compliance Metrics
• Recognition Approach
• Expanding into other Transactional Areas/Key Accounts
• CEO/CEO Staff Experience