2021 Customer Awards: Intuit - Top Line Growth All Star

2021 Customer Awards: Intuit - Top Line Growth All Star

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

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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)

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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

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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.

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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

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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 

Care Metrics

  • 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)