Each year, TurboTax helps customers navigate the fear and uncertainty of taxes. Previously, this involved five automated email campaigns, sent at milestone moments in the filing journey. TurboTax required a creative solution to streamline communications and enhance the user journey. How could we transform the complex experience of filing taxes into one that was personal, empowering, and simple?
To help customers take control of their taxes, we evolved our existing tax tracking dashboard with dynamic personalisation at scale. New data signals enabled us to create interchangeable modules such as filing dates, refund statuses, and tax complexity indicators. To enhance the experience, we introduced personalised milestones, key actions, and critical deadlines – tailored to each user and delivered straight to their inbox.
The team streamlined fifteen touchpoints into one personalised dashboard of insights, tools, and metrics. Powered by over thirty dynamic modules and more than one million permutations, the Weekly Tax Tracker delivered real-time updates on deadlines, next steps, and progress.
Customer feedback showed increased confidence, reinforced by fewer TurboTax support queries. The Weekly Tax Tracker wasn’t just an email, but a personalised assistant—guiding customers through every step of filing.
