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