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For Marketing Leadership Professionals

Case Study: Intuit TurboTax Uses Crowd Wisdom To Make Online Support Less Taxing – A Social Computing Report

March 04, 2009

By Laura Ramos with Peter Burris, Brian K. Walker, Christina Lee

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Why Read This Report

Intuit TurboTax used the wisdom of crowds — gleaned by analyzing how tax filers and tax preparation businesses interact with thousands of pages of support and tax code information — to supercharge its online support and hold down costs. Business-to-business (B2B) marketing professionals can learn how to turn the analysis of community interactions into more desirable online experiences and informed social media plans from this case study.
Tags: B2B Marketing, B2C eCommerce, Customer Experience Management, Customer Relationship Management (CRM), Customer Service & Support, Enterprise Portals & Search, Enterprise Search Platforms, Information Management, Interactive Marketing Strategy and Process, Loyalty Marketing, Social Computing, Social Marketing, Web 2.0, Web Analytics, Web Design & Usability
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TABLE OF CONTENTS

  • The Situation: Extensive Content Changes Put Product Sales At Risk
  • Actions: Use Technology To Automatically Promote The Best Content
  • Results: Crowd-Vetted Content Cuts Costs And Boosts Revenue
  • Analysis: Community Interactions Create Desirable Site Experiences

  • WHAT IT MEANS

    Next Steps: Use Community Activity To Inform Community Marketing Plans
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