Closing the Loop with Customers for Delight


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Creating Customer Delight by systematically turning Detractors into Promoters.

Presented at Medallia's Best Practice Forum

Published in: Business
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Closing the Loop with Customers for Delight

  1. 1. delight Intuit’s Accounting Professionals Division Closed Loop System Brian Andrews Vice President, Customer Experience & Business Excellence, Intuit Mike Kendall Customer Experience Leader, Intuit
  2. 2. 2 We know that delivering great customer experiences leads to growth… Closed Loop System Systematically 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 Retention More Promoters More Spend Revenue Growth Detractor Neutral Promoter Lacerte Lifetime Revenue 7x 6x 5x 4x 3x 2x 1x 0 -1x WOM WOM WOM
  3. 3. 3 Closing the loop is part of a larger system… Closing the loop with customers
  4. 4. 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. 5. 5 Review customer feedback Call Back detractors & some promoters Survey across the E2E experience Improve the E2E experience Guided by a Closed Loop Executive Steering Team Our Closed Loop Approach…
  6. 6. 6 KAM Relationship Survey MOT1 Install & Update MOT2 Common & Routine MOT3 E-File Post-Season Market Relationship Feedback Sales Phone 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) DevelopNeed Off Season Gain insights and learning about Tax & Software Renew or Defect Onboarding Conversions End to End Customer Experience
  7. 7. 7 Sales Phone Support & Service Online Support & Service Onboarding Welcome Onboarding Prep4Season Onboarding Low Touch Interaction FeedbackOnboarding Conversions KAM Relationship Survey Our Current CLS Efforts Closed the Loop with Customers
  8. 8. 8 6-9 Product NPS 20%pts Service NPS & OSat Closed Loop System Contribution Employees Customers “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. 9. 9 Deliver Delight delight
  10. 10. 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 Recommend 90% 9/10 (28 of 31) vs. Avg. = 62% ProAdvisor Program Great Job Edgar Sutton!
  11. 11. 11 Next Steps/Priorities • Push/Individual Reporting • Close-Loop Compliance Metrics • Recognition Approach • Expanding into other Transactional Areas/Key Accounts • CEO/CEO Staff Experience