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For B2B Marketing Professionals

Case Study: Intuit TurboTax Uses Crowd Wisdom To Make Online Support Less Taxing

March 4, 2009

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Authors

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

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.

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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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