Case Study: TurboTax Product Community Integration | Zuyder

There are a few companies that are successfully launching and leveraging communities to improve the customer experience and drive greater business value for the organization.? One of the best recent examples is Intuit with their TurboTax?product.? TurboTax, an online tax service, needed a better way to service their 20 million+ customers with only 800 employees.? The answer:? a community that enables customers to help each other.? Launched in 2007, this community has become a leading differentiator for the Intuit.? The top learning?s from this community model include:

• Product Integration Placement for Increased Retention? Instead of a standalone tax centered community, Intuit integrated the community within the product.? This service integration allows customers the opportunity to ask or search for questions while they are in the process of filling out their tax forms (provides the right customer, in the right channel, the right information, at the exact moment they need it).? The ability to help current members with their questions not only enhanced the customer experience, but helped reduce customer attrition (less need to upgrade to a tax professional because their questions were successfully answered).
• Easy to Find Information Increases Usage? There are millions of TurboTax?customers asking and answering questions within the community.? This results in a very robust database of knowledge that could potentially be very overwhelming for visitors.? One of the keys to success for the community is the ability to access?the most relevant information needed.? While a customer is moving through their online tax forms, the top questions and answers are available on the screen.? Without even searching, customers can review?some of the top content available depending on their specific stage and tax screen.? If a question is not readily available, there is also a robust search engine to help provide?the right answer. ?Customers also rate the answers so the best information is ranked highest in the search order.
• ?Contextually Relevant ?Media Placement for New Acquisitions- The overall database of answers to complicated tax and financial situations is a very valuable asset.? TurboTax?decided to go beyond using this as only a customer servicing tool and decided to also leverage this community as a customer acquisition tool. One of the earlier media tests included placement within the Business and Finance section of Yahoo Answers.? The Live Community media integration saw a 58% higher engagement rate than when featured on other Internet locations.? This community public access not only provided valuable content for internet surfers, but the experience with?the TurboTax?service (via the Live community forum) helped drive greater customer acquisition for the online Tax service.? The company not only gained additional content for the community, but it also acquired new customers for the Tax service.

Since the TurboTax?Live Community launched in 2007, there have been over 27 million views of questions and answers in the community.? This self-servicing community model has not only contributed to an improved customer experience for members, but its ability to provide?access to answers and questions to complicated tax situations has enabled TurboTax?to retain?many of its members year over year, therefore helping to achieve greater business value for the organization.

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Elisabeth Ruskaup-Murphy is the vision behind Zuyder and a seasoned marketing veteran that has helped a variety of brands engage and empower their customers. With over 20 years of experience developing progressive, customer-focused integrated marketing solutions for leading business-to-consumer and business-to-business companies ? she is able to put current social media approaches in perspective to the larger marketing opportunity picture.

Source: http://zuyderblog.com/2012/09/06/case-study-turbotax-product-community-integration/

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