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An inside look at Intuit’s
Inner Circle customer community
The Inner Circle customer community from top-
notch tax preparation software company Intuit
could be one of the most stellar examples we’ve
seen of a customer community gone right.
What started out six years ago as an unshaped
beta program has turned into a 25,000-member-
strong product feedback group that has Intuit performing annual product updates and regular
improvements to its TurboTax product based on comments and suggestions from its highly engaged
community members. Not only do the customers who participate in this community offer up their
opinions freely, but the various teams at Intuit also get involved and ask questions of their own,
making this a truly engaged branded community.
Of course, it took time and some trial and error to get the Inner Circle to its present state, and
Christine Morrison, TurboTax Social Media Marketing Manager, and Ali McCourt, Leader, TurboTax
Inner Circle of Intuit were happy to share their community development story with us.
About six years ago Intuit received a good amount of interest from customers for a beta tester
program it had been promoting on the TurboTax website. The only problem: There was no formal
beta tester program in place.
With 1,000-2,000 customers offering to share their opinions about TurboTax, though, the company
knew they were missing out on a fantastic opportunity to engage their customers and get product
feedback from the people who actually use this software. So, they followed the signs and started
the ball rolling on creating a private customer community.
Out the gate, Intuit didn’t have a site specifically dedicated to this purpose, so the team running this
project began getting people involved by contacting interested users with questions and direct requests
for feedback via email. While the feedback poured in, Intuit also worked on getting a co