H&R Block Canada
CustomerGauge Experience
Joseph Bartling 8Oct2015
• H&R Block (HRB) is a $3.1 billion (USD) corpora:on headquartered in Kansas City, MO USA
• HRB is in the Tax Prepara:on business
• HRB has opera:ons in: ü US ü Canada ü Australia ü India
• HRB is a member of the S&P 500 composite
index
H&R Block Background
• 1,200 Offices across the country ü Canada is the 2nd largest country by land area. ü Officially a bilingual country (English and French)
• 2.6 Million tax returns in Fiscal 2015 • Extremely Seasonal Business
HRB Canada Background
High Level support from our global CEO
HRB and NPS
• Prior to CustomerGauge the process comprised a combina:on of vendors and internal applica:ons.
User must scroll to the right to get scores 5-‐10
HRB and NPS
HRB Canada Background
English speaking Canada and Quebec storefronts
• The reports were sta:c, difficult to read and understand and thus not o[en used
• There was a 4% client response rate to the
survey
• The low response rate and difficulty of use resulted in poor adop:on by the organiza:on
Week Week of 20-APR-11 to 26-APR-11 Week of 13-APR-11 to 19-APR-11
Office National NPS
National NPS - FT
District NPS
District NPS -
FT Office NPS
Office NPS - FT
National NPS
National NPS -
FT District
NPS
District NPS -
FT Office NPS
Office NPS -
FT
50001 34.36% 25.00% 25.23% 22.00% 28.57% 23.57% 39.32% 27.00% 31.88% 30.00% 38.57% 23.57%
50002 34.36% 25.00% 25.23% 22.00% 33.33% 21.44% 39.32% 27.00% 31.88% 30.00% 43.33% 21.44%
50003 34.36% 25.00% 25.23% 22.00% 40.00% .25% 39.32% 27.00% 31.88% 30.00% 40.00% 41.25%
50004 34.36% 25.00% 25.23% 22.00% 41.94% 45.00% 39.32% 27.00% 31.88% 30.00% 41.94% 45.00%
50005 34.36% 25.00% 25.23% 22.00% -3.03% -16.97% 39.32% 27.00% 31.88% 30.00% 12.00% 2.00%
HRB and NPS
• A new NPS process was mandated by our President of Canadian Opera:ons Rick Brown
• A[er partnering with CustomerGauge: ü The response rate rose to over 20%
ü NPS was embraced by the organiza:on
Ø The tool was rolled down to the office level.
Ø NPS metrics were placed in field leader’s performance
objec:ves
Ø Every Tax Professional (> 10,000) has access to their verba:ms.
HRB and NPS
• So Far in TaxYear 2015 we have : ü Uploaded 1.6 million e-‐mails
ü Delivered 700K e-‐mails
ü Had 138K completed surveys
ü Collected 115K comments
HRB and NPS
HRB and NPS -‐-‐ Scorecard
Office Level Dashboard
• Use the CustomerGauge system for Marke:ng: ü Promoters and Passives will receive a thank you message from
CustomerGauge with a unique coupon code to pass to pass along to new HRB Canada clients. Ø When the coupon code is used the referrer (“Sender) will receive
a cash payment via Interac ™ transfer.
Ø The referee (“Friend”) will receive dollars off tax prepara:on
Fiscal Year 2016 Plans
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