Company: Intuit (Intuit Accountants) Company background: Intuit is a global technology platform that helps our customers and communities overcome their most important financial challenges. Serving approximately 100 million customers worldwide with TurboTax, QuickBooks, and Mint and Credit Karma, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible. Contact: Matthew Knell Title: Principal PM, Out of Product Experiences and Intuit Communities Related URLs: https://proconnect.intuit.com/community/community-ideas/idb-p/601 Kudos Category: The Accelerator 1. Please describe your company and your initiative. The Intuit Accountants team offers a suite (Lacerte Tax, ProConnect Tax, ProSeries Tax, EasyACCT Write-up) of tax software solutions that enable more than 350,000 tax and accounting professionals to make a difference for their clients. This group of professionals is always vocal about how we can improve our products, services, and community experiences. As a result, we introduced Idea Exchange, a Khoros integrated customer feedback solution, that created an induction process and established a reoccurring cadence with the product management community to deliver customer delight. 2. What was the “before” state? What challenges did you have to overcome? Prior to Idea Exchange, the Intuit Accountants Group relied on the use of UserVoice. UserVoice was not updated to reflect our community’s design and was often overlooked by our product development team. With Idea Exchange, we wanted to start fresh: our team worked with our 3 product development teams to establish an end to end process on considering, replying to, and implementing ideas, starting with the customer experience and ending with how we communicate with the dev team. 3. What were the results? Idea Exchange Results in 2021 YTD Over 800 ideas submitted with 3100 total votes More than 20 ideas were selected and implemented in-product Over 200k page views by more than 75k+ visitors Feedback from ProSeries Product Manager Amplifies the voice of the customer to show what product ideas customers are interested in seeing in ProSeries. Helps the PM community see what ideas customers are most passionate about (by being able to vote on ideas) Integration with community makes tying ideas to a customer and following up easy since customers use their connected services login for community.
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Company: Intuit (QuickBooks) Company background: Intuit is a global technology platform that helps our customers and communities overcome their most important financial challenges. Serving approximately 100 million customers worldwide with TurboTax, QuickBooks, and Mint and Credit Karma, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible. Contact: Matthew Knell Title: Principal PM, Out of Product Experiences and Intuit Communities Related URLs:
Kudos Category: Top Line Growth All Star 1. What were your goals for your digital engagement platform implementation?
The focus of our QuickBooks Community has always been to connect our customers with experts who can help them with their long-tail product questions, and also to connect small business owners with their peers to share the experiences involved in running a small business. In this challenging pandemic time, we have continued to use our Community as a place for customers to be empowered, feel safe, and connect with each other.
With this in mind, we also want to offer an environment that helps our teams to connect with these customers in ways that drive their satisfaction, but also drive improved efficiency across our business.
We focused on enabling customers to help themselves using digital care channels, including Community. To reinforce Community as an efficient way to help customers help themselves, we combined improved logistics and training that helps agents be their best selves. By supplying answers quickly and deploying our agents and experts to solve the kind of problems that subject matter experts can help with best, we enabled all of our customers to get the care they need at the moment they need it, and enjoy their experience along the way.
Our high level goals consisted of:
Increasing the volume of customers seeking answers using Community through solid technical and content-level SEO
Increasing the likelihood of connecting customers to Experts by empowering superusers and star agents to find tougher problems to solve
Promoting visibility of Accepted Solutions across the community to incent customers to drive to more logical solutions
Building in logical ties to other digital help platforms (Digital Assistants, Chatbots, and Social media)
Building parity in support platforms across our 14 international geos and 4 languages
Driving technology efficiency through unified platforms and agent training
2. What were your focus areas and tactics to meet those goals?
A. Unifying all communities across all geos on a customer-facing single platform architecture (Care + Community)
In our FY20 fiscal year (August 2019 to July 2020) we finished migrating all of our international geos, segments and products (14 in all) to the Khoros platform from a homegrown community solution and completed the integration of Community answers throughout all of our other help solutions (in-product help/search, digital assistant, interactive voice assistant and chat). This helped us to scale availability to be there for our customers 24/7/365 all around the world without having to support different platforms.
B. Building Community engagement through optimized UX on our largest community
In early 2019, we completed a Community redesign in the US (our largest region) focused on driving engagement, interactions, and promoting high SEO value accepted solutions. We focused on key customer touch points: updating our Community homepage, thread pages (which drive the most traffic) and tools for our superusers to engage with unanswered questions.
Post redesign we saw per visit improvements in many key areas:
41% increase in pages per visit
19% increase in Accepted Solutions views
30% increase in new topics created
25% increase in replies
18% increase kudos given
36% increase in solutions marked
These UX improvements have become the baseline for all of our improvements and are the reference model for Community designs. They are in the process of being deployed to our global communities and will be the standard starting point for any future launches.
C. Acquiring more survey data and listening to customer VOC to optimize agent and product performance
In FY20, we received 37% more completed surveys than the year before from customers visiting our platforms. We also saw a 37% improvement in the percentage of customers who shared that the Community was a place they are looking for help - reassurance that our instincts were correct.
This VOC (the amount of surveys with comments was up 59% (!)) continues to be a useful tool for us to understand our customer’s needs and provide them the solutions (both agent led and platform first) that they need.
D. Driving agent efficiency with a single unified agent management solution
Efficiency and flexibility with overall agent staffing: Having a single response tool allowed us to quickly onboard and train new agents. And since most of our regions offer care through social media and community platforms, having a flexible system that supported both allowed us to have agents quickly and easily move between channels to handle fluctuating volume without having to give them additional training. ac
Efficiency in responding to seasonal peaks. Dynamic routing rules and filters combined with an agile tagging system allow leaders to quickly understand where volume is coming from and what is driving it by viewing our shared dashboards.
Both of these features allowed us to deploy, optimize and grow agent teams all around the world quickly, with limited upskilling and retraining cost, saving us thousands of dollars per year per agent. They also allowed us to provide higher quality engagement with agents who have longer tenure, and are more familiar with our products and the needs of our customers.
3. Tell us about the results. Please list the top-line sales revenue/ROI metrics achieved due to your digital technology. Highlight the impact to your executive leadership team and other quantifiable business results.
In a challenging pandemic era, where year-over-year trends are tough to match up:
211% YOY increase in estimated contacts deflected by Community
169% YOY increase in Community traffic through optimized SEO and UX
98% YOY increase in Community Solutions views (connecting customers to the correct answers)
37% YOY increase total number of surveys to collect user VOC to use to improve agent performance and products
21% YOY increased in Year-over-Year estimated contact deflection cost savings
18% YOY increase in total replies per topic
17% YOY increase in total posts created
Khoros recognized us as “Best-in-class SLA” for B2B response
Untold thousands of dollars in annual cost in platform maintenance cost savings, development cost, and deployment efficiencies by having a single platform architecture
Community was able to respond to 13.9% more posts YOY (all regions, in similar time frame)
Social was able to respond to 8.2% more posts YOY (all regions, in similar time frame)
Above was reached with minimal or no increase in staff
Community has 65 dedicated agents who support 80% of total volume globally 24/7
Social has 12 dedicated agents who support US volume (41% of total volume)
Non-US regions have 20 agents that are resource shared across multiple channels (community, social, phones, chat, email, etc)
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Company: Intuit Company background: Intuit’s mission is to Power Prosperity Around the World. We are a global financial platform company with products including TurboTax, QuickBooks, Mint and Turbo, designed to empower consumers, self-employed and small businesses to improve their financial lives. Our platform and products help customers get more money with the least amount of work, while giving them complete confidence in their actions and decisions. Our innovative ecosystem of financial management solutions serves approximately 50 million customers worldwide. Contact: Matthew Knell Title: Principal PM, Out-of-Product Help Experiences and Intuit Communities Related URLs: https://quickbooks.intuit.com/learn-support/ffcra-and-cares-acts-including-the-ppp/misc/02/ffcra-cares-act-us?label=QuickBooks%20Online https://quickbooks.intuit.com/learn-support/covid-19-connection/misc/02/covid19-us https://quickbooks.intuit.com/learn-support/cares-act-2020/misc/02/cares-act-us https://proconnect.intuit.com/community/coronavirus/discussion/03/312 https://ttlc.intuit.com/community/articles/community-news-announcements/what-to-know-about-coronavirus-covid-19-and-your-finances/05/1336867 https://quickbooks.intuit.com/learn-support/business-discussions/misc/03/discussions https://ttlc.intuit.com/community/taxes/discussion/official-covid-19-coronavirus-stimulus-payment-thread/00/1369743 https://ttlc.intuit.com/community/taxes/discussion/official-covid-19-coronavirus-and-extension-thread/01/1323558 Kudos Category: Keep Calm and Carry On 1. How did your team shift your existing strategy to better engage customers during a crisis? As an advocate and a partner driving prosperity to millions of of small businesses and individual tax payers, our teams around the world responded quickly to the COVID19 pandemic by mobilizing resources, content, and agents to connect with our customers during this unprecedented global crisis, while our teams were themselves adjusting to remote work environment imposed by our corporate office shutdown. 2. What operational processes did you create or change to respond in a time of crisis? Within days in mid-March as shutdowns were spreading across America, our QuickBooks and ProConnect divisions offered custom agent-staffed forums to foster discussions and peer-to-peer support around the challenges of running a small business and accountancies in a COVID19. To help our customers to finding funding through PPP and other CARES programs, our QuickBooks Community also served as our live support lifeline to our Intuit Aid Assist tool, a one-stop shop for customers to find government stimulus funding suited to their needs. We also fostered a series of QuickBooks Ask the Expert hangouts where customers were able to connect with an expert to get their COVID19 related questions answered real time. In our TurboTax division, we compiled best practices and tips in a COVID-19 how-to and staffed our Community agents, Tax Experts and Intuit Community Champions (SuperUsers) to answer the thousands of questions we received about about stimulus payments and filing deadlines and extensions (which with extension to July 15th resulted in the longest tax season in TurboTax history). 3. What success metrics did you use to determine if your shifts in strategy and process had the desired outcomes? What were those quantifiable outcomes? Between March 1st and the end of tax season in July, our COVID / Stimulus / PPP Community posts received more than 2.9 million page views and represented 4 of the top 5 posts in US QuickBooks Community, 4 out of the 5 posts in our TurboTax Community and the top 4 posts in our ProConnect Community. We are proud to have been able to serve our customers in this time of unprecedented change and excited to share our story with the Kudos' award committee!
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