Customer Insight &

UnderstandingB2B

NPS Closed Loop System Best Practices

Tim Rollins

Intuit

CX Tool

Systematically engaging

employees in using direct

customer feedback to…

* Build & Restore Relationships

* Instill Trust

* Drive Experience Improvements

…to create more delighted loyal customers.

2

Closed Loop SystemObjectives

2

Promoters Drive Growth

3

$XM

NPS 3 Yr Revenue*

+1 % Point

Promoters drive growth

+$105 K

3

Reviewcustomer feedback

Call Backdetractors & some

promoters

Surveyacross the E2E

experience

Improvethe E2E customer

experience / relationship

CLS Approach

Guided by a Closed Loop Executive Steering Team

4

Closed Loop SystemApproach

4

Reviewcustomer feedback

Call Backdetractors & some

promoters

Surveyacross the E2E

experience

Improvethe E2E customer

experience / relationship

CLS Approach

~ 9-10 pt higher renewal % for detractors we spoke with

2

1

3

5

Closed Loop SystemDaily Closed Loop System

Transactional NPS

T2Box– Overall Sat (0-10)

5

Closed Loop SystemProcess for Customer Call Backs

Reviewcustomer feedback

Call Backdetractors & some

promoters

Surveyacross the E2E

experience

Improvethe E2E customer

experience / relationship

CLS Approach Receive Alert

Prep for Call

Make Call

Document Call & Learnings

Act on Feedback

6 6

• Close the loop with customers in a timely manner• Ensure that it is a delightful experience for the customer• Only survey to the extent that we can close the loop

(based on projected volume of those who score low enough to get a call)

• Leaders closest to the process make the follow-up contacts

• “Gaming” the system is unacceptable• All offerings in the commercial launch has clearly

defined process for executing closed loop system

Closed Loop SystemGuiding Principles

7

8

Higher Renewal Rates among Detractors We Contacted

Up to

~9% pts

Higher

Renewal

Rate(than no contact)

Closed Loop SystemResults

8