H&R Block is a $3.1 billion tax preparation company headquartered in Kansas City, Missouri. It has operations in the US, Canada, Australia, and India. In Canada, H&R Block has over 1,200 offices and prepared 2.6 million tax returns in fiscal year 2015. Previously, H&R Block Canada's net promoter score (NPS) process involved various vendors and tools, but response rates were low at 4% and reports were difficult to use. After partnering with CustomerGauge, response rates rose to over 20% and NPS was rolled out to field leaders and tax professionals, improving adoption of the program.

1. H&R
Block
Canada
CustomerGauge
Experience
Joseph
Bartling
8Oct2015

2. • H&R
Block
(HRB)
is
a
$3.1
billion
(USD)
corpora:on
headquartered
in
Kansas
City,
MO
USA
• HRB
is
in
the
Tax
Prepara:on
business
• HRB
has
opera:ons
in:
ü US
ü Canada
ü Australia
ü India
• HRB
is
a
member
of
the
S&P
500
composite
index
H&R
Block
Background

3.
• 1,200
Offices
across
the
country
ü Canada
is
the
2nd
largest
country
by
land
area.
ü Officially
a
bilingual
country
(English
and
French)
• 2.6
Million
tax
returns
in
Fiscal
2015
• Extremely
Seasonal
Business
HRB
Canada
Background

4. High
Level
support
from
our
global
CEO
HRB
and
NPS

5. • Prior
to
CustomerGauge
the
process
comprised
a
combina:on
of
vendors
and
internal
applica:ons.
User
must
scroll
to
the
right
to
get
scores
5-­‐10
HRB
and
NPS

6.
HRB
Canada
Background
English
speaking
Canada
and
Quebec
storefronts

7. • The
reports
were
sta:c,
difficult
to
read
and
understand
and
thus
not
o[en
used
• There
was
a
4%
client
response
rate
to
the
survey
• The
low
response
rate
and
difficulty
of
use
resulted
in
poor
adop:on
by
the
organiza:on
Week
Week of 20-APR-11 to 26-APR-11 Week of 13-APR-11 to 19-APR-11
Office Nationa
l NPS
National
NPS - FT
District
NPS
District
NPS -
FT
Office
NPS
Office NPS
- FT
National
NPS
National
NPS -
FT
District
NPS
District
NPS -
FT
Office
NPS
Office
NPS -
FT
50001 34.36% 25.00% 25.23% 22.00% 28.57% 23.57% 39.32% 27.00% 31.88% 30.00% 38.57% 23.57%
50002 34.36% 25.00% 25.23% 22.00% 33.33% 21.44% 39.32% 27.00% 31.88% 30.00% 43.33% 21.44%
50003 34.36% 25.00% 25.23% 22.00% 40.00% .25% 39.32% 27.00% 31.88% 30.00% 40.00% 41.25%
50004 34.36% 25.00% 25.23% 22.00% 41.94% 45.00% 39.32% 27.00% 31.88% 30.00% 41.94% 45.00%
50005 34.36% 25.00% 25.23% 22.00% -3.03% -16.97% 39.32% 27.00% 31.88% 30.00% 12.00% 2.00%
HRB
and
NPS

8. • A
new
NPS
process
was
mandated
by
our
President
of
Canadian
Opera:ons
Rick
Brown
• A[er
partnering
with
CustomerGauge:
ü The
response
rate
rose
to
over
20%
ü NPS
was
embraced
by
the
organiza:on
Ø The
tool
was
rolled
down
to
the
office
level.
Ø NPS
metrics
were
placed
in
field
leader’s
performance
objec:ves
Ø Every
Tax
Professional
(>
10,000)
has
access
to
their
verba:ms.
HRB
and
NPS

9. • So
Far
in
TaxYear
2015
we
have
:
ü Uploaded
1.6
million
e-­‐mails
ü Delivered
700K
e-­‐mails
ü Had
138K
completed
surveys
ü Collected
115K
comments
HRB
and
NPS

10. HRB
and
NPS
-­‐-­‐
Scorecard
Office
Level
Dashboard

11. • Use
the
CustomerGauge
system
for
Marke:ng:
ü Promoters
and
Passives
will
receive
a
thank
you
message
from
CustomerGauge
with
a
unique
coupon
code
to
pass
to
pass
along
to
new
HRB
Canada
clients.
Ø When
the
coupon
code
is
used
the
referrer
(“Sender)
will
receive
a
cash
payment
via
Interac
™
transfer.
Ø The
referee
(“Friend”)
will
receive
dollars
off
tax
prepara:on
Fiscal
Year
2016
Plans