Thomson Reuters “Closes the Loop” to Deliver Stellar Customer Experience for Tax and Accounting Professionals
The Tax & Accounting business of Thomson Reuters has scrapped the traditional customer satisfaction survey for a program to engage directly with customers and solve specific problems they are experiencing.
“The traditional anonymous customer survey identifies general trends and provides directional information, but little that is genuinely actionable,” said Tobias Lee, chief marketing officer of the Tax & Accounting business of Thomson Reuters. “We’re changing the way we collect and respond to customer feedback as part of a systematic program designed to deliver an exemplary customer experience.”
A major change is a process focused on “closing the loop.” Because the survey is no longer anonymous, customer feedback can now be linked to other pertinent information, such as the specific products they use, how long they’ve been a user, and more. If a survey respondent gives poor ratings, the customer is flagged for immediate follow up to ensure specific problems are understood and resolved. In addition to solving the immediate problem, this initiative focuses on identifying and addressing the root cause to the benefit of all customers.
To drive the program forward, the Tax & Accounting business has created response teams within each product line and in three regions, EMEA, Asia Pacific, and Latin America. The teams – which have representatives from client services, customer support, product management, marketing, sales, and other functions -- create action plans to drive systemic changes that improve overall performance.
Other recent activities focusing on the customer include:
- The launch last week of a new Web site that delivers critical industry insights and resources and helps customers easily find the information they need. “We conducted extensive user testing and collected great feedback from customers and other stakeholders as we designed and developed the site,” said Lee. The site incorporates significant dynamic functionality to deliver a more personalized experience based on visitor behavior.
- “We’re Listening” booths are now standard practice at customer and employee events, where they provide a place to discuss experiences with Tax & Accounting products and services. Booths were present at the company’s annual SYNERGY customer conferences in Australia, Great Britain, the United States, and Brazil.
- “Meet the Customer” events will be held across business locations in 2013, allowing customers to discuss their experiences and share opinions on topical issues impacting their work.
- The business created a new help center portal for customers of Thomson Reuters Checkpoint, PPC, RIA, and WG&L brands. The portal, which launches this week, will enable customers to request help and get updates 24/7, suggest new products and features, and interact with peers and Thomson Reuters’ product specialists.
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