Why H&R Block is upping the ante on voice of customer

Cecilia Nysing

Getting to the bottom of customer churn and finding new ways to lift customer performance have prompted H&R Block to invest in a fresh voice of customer (VoC) management platform and approach.  

H&R Block marketing and digital innovations director, Louise Cummins, told CMO the tax preparation and accounting firm has had a Net Promoter Score (NPS) program in place for some time and seen its results lifting each year. However, an increase in customer churn prompted a desire to dive deeper into results and “find the gold” that could further understanding around how customers truly feel when working with the organisation.  

To help, H&R Block has partnered with InMoment to adopt its CX management platform, XI. The company is in the final stages of piloting the technology, with live rollout scheduled to occur in time for the new financial year from 1 July 2021.  

“H&R Block is committed to differentiating itself from competitors by deep-diving into each customer’s experience along the process of preparing taxes. In an evolving, digital-first world, customer expectations are rapidly changing and H&R Block plans to push industry boundaries and proactively meet customer’s needs,” Cummins said.  

“We want to understand the root cause of churn with the current program and turned to InMoment to roll out a CX program and start looking into the underlying churn causes to deliver the best service to our clients.”  
 

The rollout is being managed by H&R Block’s marketing and digital team and has seen ownership of the existing NPS program shift from HR to marketing. Nevertheless, Cummins said it’s a true a cross-functional collaboration exercise.  

“While responsibility is migrating to marketing, everyone in the business has owned it. You’ll go into the office and they’ll know what the NPS scores are, why it’s a bad score, and want to act on that,” she commented.  

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