closing the loop with customers for delight

delight

Intuit’s Accounting Professionals Division Closed Loop System

Brian AndrewsVice President, Customer Experience & Business Excellence, Intuit

Mike KendallCustomer Experience Leader, Intuit

2

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

4

• 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

5

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…

6

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…

9

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