The TurboTax Leaderboard
Tax time can, let’s just say, be baffling to many
TurboTax, which sells online tax preparation software, discovered it could improve its public standing — and sales — if advice accompanied the software.
Enter the Leaderboard, a tried-and-true mechanism long used in the gaming world that is now being used to build loyalty for TurboTax in a very unconventional way.
TurboTax created an online community where members earn social points by posting questions and answers. People giving the best advice begin to rise up the Leaderboard. A running tally on the board lets members keep score.
“That’s their loyalty program,” says Barry Kirk of Maritz Loyalty. “They’re creating a community of advocates, a highly engaged social group, because they have created a much richer brand experience that engages people more and makes it more fun.”
Got an incentives tip to share? Contact Patricia Odell at [email protected]
