Earning Customer Loyalty

This time last year, my amazing fiancé (now husband) surprised me for my birthday with a 6-month coaching package from an online fitness coach I’d been obsessed with following for several months through various Social channels. For once, a fitness persona who uses hashtags like “#TeamPants” & “#MyMomFollowsMe”, and is 100% focused on bettering herself and anyone who will follow. It’s not an overstatement to say that Sarah Bowmar has changed my life.

Upon first look at the program (meal plan + cardio + weight training routines), I was completely overwhelmed & remember telling Brian “there’s no way I can actually do this while traveling like I do”. But for anyone who has spent any time with me on the road this past year, it’s clear that where there’s a will, there’s a way – and I’ve made it happen. Even if that means living out of a cooler in a hotel room, or eating MRE-style tuna pouches while driving across Southern Illinois.

But I promise, this isn’t a blog about fitness – in fact, one of the things I respect so much about Sarah has nothing to do with fitness at all – it has to do with her ability to earn customer loyalty – and that’s something we all can agree is a highly sought after skill…

From the moment I discovered Sarah, I was hooked – skimming through all her Instagram posts, Tweets, YouTube videos, and diligently saving her newsletter workouts to cobble together some of the most challenging workouts I’ve ever done – all with material she provides to followers for free. I remember for a split second thinking “why do I need her coaching package, I have everything she does already?”, but I underestimated her – and myself.

I know for many accountants, they’re doing things on their own as well – I’ll often meet a firm who has a great start to their online practice, and I’m so impressed that they’ve done it with little to no resources from Intuit, but it’s clear they’re struggling (and often frustrated). It’s so fun being the one who gets to break the good news to them by sharing everything we can provide to them as part of our managed account team. Ultimately, It’s an opportunity for us to really earn the loyalty of our partners, who have put their trust in us, by putting their clients on our platform.

As I’ve watched Sarah & her husband, Josh, build their businesses over this past year, I’ve seen myself go from “freemium” user, to client, to supplement user, to elite member of their bowmarfitness membership website. I’ve seen her soar to over 1 million Instagram followers (giving back regularly to loyal followers by doing weekly – sometimes daily – giveaways). And I’ve caught myself feeling such a sense of gratitude for what she’s done for me…and through that, an amazing sense of loyalty. There are millions of places I could go online to find more workouts, but I choose to come back to the Bowmars, because they invested in me, and earned my loyalty.

There’s such a sense of accomplishment when I know that partners who previously recommended other solutions have now shifted to QuickBooks Online. Accounting software is just a tool, and they all have debits & credits, but what can set a tool apart from another is the people behind that brand. I only hope that I can be a similar inspiration to the accountants I work with every day. I hope that my managed firms feel valued, appreciated, and even inspired by me as they make huge strides and move closer to the daunting task of taking their practice online. I imagine when many of them first hear my  pep talk, they feel a bit overwhelmed too, but I’ve seen some of my firms make amazing progress this past year, and I can’t wait to see what the next year brings.

Throughout the year, I’ve sent progress check-ins to Sarah, and she’s been an amazing encouragement, as well as providing me guidance on things to do differently. Anything worth doing in life is challenging, but having a cheerleader rooting you on sure helps. She constantly makes me feel like she feels proud of the difference she’s made in my life.

In the same way, I absolutely love getting the call or email from my partners telling me “got another QBO for you”, and I love that we’ll often do a virtual happy dance together when a big one comes across. It’s such a great privilege to represent a company like Intuit, and help earn customer loyalty for QBO. I love feeling like I’ve helped make a difference in my partners’ careers…and lives.

Play Your Position

Growing up playing soccer, I learned many lessons about being a good team player: don’t hog the ball; cover for your teammate when they need it; when you get a break-away…don’t look back! As the resident center forward, I spent most Saturday afternoons gloating about how many goals I scored – of course, very aware that it took an entire team to get me the ball, cover for me, and ensure that while I was sprinting down the field with the ball, nobody was going to sneak up on me at the last minute and make me miss the shot. There’s no way I would have had the successful 10-year run in the sport had it not been for my teammates.

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And every once in a while, when the lineup was laid out, I would see my name somewhere other than front & center, but on defense instead. I admit, I loved being the star & getting the high-fives for making the victories happen, but it was also very necessary to fill in when I was needed in the back field – or to give others a chance to be in the spotlight. So I would take the field and give it 110% every time, and be sure that I helped our team win every way I could.

Little did I know that 20+ years later, I’d be using those childhood soccer lessons in my professional life. For the past 9 years, my various roles have centered mainly around attending accounting conferences and trade shows – I made my name in the accounting world as “ScanSnapKim” by doing so, and have met so many amazing people on the road at shows. While the show circuit can be exhausting at times, there’s such a great community in which you become a part, and I look forward to seeing them at each event.

When I started at Intuit back in 2013 as part of a new Business Development team & program, we saturated the events world as a way to get our message out to our accountant partners. The past 2 years have been absolutely brutal, but amazing at the same time. I’ve often compared it to building a skyscraper – you have to first dig down deep, to ensure that you’ve got a solid foundation that will support the exponential growth yet to come. Of course, very few people see how much effort goes into building everything below ground – it’s always the building that gets the attention.

With that, we’ve had an incredible past year, as QBO has hit and passed the one million company mark here in the U.S. – and our team is a huge part of that growth. I’ve loved being part of this success – scoring victories along with my accounting firms as they transform their businesses into being firms of the future with QBO and cloud technology – and getting recognized internally and in the accounting profession for doing so.

All the success has come with lots of changes too – new leadership, new initiatives, new responsibilities. As we round out our fiscal year, I’ve been asked to play a new position, which will keep me out of the conference circuit for most of the remainder of the year. For the first time in years, I’m missing some of the “can’t miss” events that I look forward to each year. But I won’t be putting my suitcase away. In fact, I’ll be traveling more than ever as I visit accounting firms and work strategically with them to transition their practice…those meetings, which are vital to our success at Intuit, don’t however have event hashtags.

So as I sat in an all-day training session in Dubuque, IA this week, and now rush around the Mid-West from meeting to meeting, I’ll be thinking of everyone at Expensicon. Last week I could only sympathize with my fellow ITA members as they braved the Houston floods at ITA’s Spring Collaborative. And when I see all the photos from my work friends in the Bahamas next month at Scaling New Heights, I’ll likely be driving from firm to firm in Southern California. I’ll be missing all the laughs & photo opps, but I know I’m where I need to be to help Intuit reach our next goal.

My absolute best season of soccer ended unusually for me – I didn’t make the all-star roster, which was tough for me to swallow…but at our end of the year party, my coach presented me with the game ball – the ball with which we won every game of the season but two, the ball that took us to a sudden-death shoot-out in the championship game, the ball that she told everyone I had put the most marks on throughout the course of the season.

My hope is that as I play my position at Intuit this year, I’ll be fortunate enough to put a few marks on our game ball, and when I see everyone next year, I’ll have some great stories to tell about what we’re doing to help or firms reach for the cloud.

Soccer

6 Ways We’ll Know if #QBConnectOrBust is a Success

That’s right – we’re doing it again! Why fly when you can spend the entire day driving to QuickBooks Connect! As you can imagine, a lot can happen when you put 6 people in a Ford Expedition for 445.5 miles, but here are 6 ways that we’ll know the trip was worth our effort!

  1. If we get there & Wally World is open
  1. If we avoid the need to intentionally drive the car off a cliff while holding hands and humming aloud Hans Zimmer’s “Thunderbird”
  1. If we don’t have to leave Richard’s luggage on the roadside to make room for our dead uncle in the trunk area
  1. If nobody strips down to their tighty-whities and succumbs to the invisible fire after crashing into a ravine alongside Interstate 5 near the Grapevine
  1. If we don’t find out in Bakersfield that there’s a bomb in the car that will go off if Brian lets the car go below 50mph
  1. If we arrive in San Jose safely in our rental car and not a Las Vegas PD squad car with a tiger in the back seat

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Be sure to follow all of us for #QBConnectOrBust updates! We’ll be tweeting from the road as we make our way to #QBConnect on Sunday, November 1.

Kim Austin | The Hostess with the Mostest | @Kimtuitive

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Brian Austin | The Transporter | @AustinNexus

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Kelly Bistriceanu | The Party Starter | @KellyTSheets

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Gail Perry | The Documentarian | @GaPerry

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Jan Haugo | The Troublemaker | @JazFun

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Richard Roppa-Roberts | Curmudgeon | @NeverCallMeRich

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My Friend Tom

It’s hard to believe we’re already gearing up for the next ITA Fall Collaborative. The ITA meetings are some of the smallest events I attend each year, but in a way, that’s why they’re special. I’ve been active in ITA since 2011, when I blew into Buckhead with my neon pink high heels and had CIOs and COOs at top firms talking about the new “shoe girl” at the meetings.

What started as some hallway banter between two Accounting Technology Association professionals was the start of some of the dearest friendships I’ve made throughout my career.

With various roles at several different organizations in the accounting space going back to 2007, I’ve known many of the ITA members even longer than I’ve been a “shoe girl”…they’ve literally watched me grow up, and many have been amazing mentors to me over the eight years I’ve known them.

Early on in my ITA tenure, I was fortunate to get involved in volunteer work for the organization. I’ve done a bit of this and that, helped out onsite, provided nurturing to fellow Affinity Partners, chaired committeea dedicated to Affinity Partners and young leaders coming up in the organization – and most near and dear to my heart, I’ve spearheaded (with help from several others) a movement of young ITA attendees, dubbed GenNOW. This group wants to help shape the future of the organization that we’ll one day be running. As a group, we’re largely unstructured, and primarily focus on building a community around younger professionals providing a safe place for them to gather and share knowledge…after all, the ITA creed is Knowledge increases in value when shared.

One of the best things to come out of the GenNOW movement is the realization that there’s no age requirement or limit to thinking next gen. Several years ago during one of the Fall Collaborative meetings, I met Tom Falloon of Cargas Systems, a VAR/ solution provider from Lancaster, PA, who was attending his first ITA meeting. Tom certainly knew other ITA members when he arrived in Salt Lake City that year, but when the cotton snowball fight broke out during the Winter Wonderland Gala, and most of the GenNOW-ers were behind it, Tom was caught double fisting white “snow”. We all sort of adopted Tom that week, and declared that he was “one of us”…little did he know – it would stick!

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Ever since that meeting, we’ve always made it a point to find each other on opening night and reconnect throughout the event. One of my favorite traditions is finding a new person whom we haven’t yet told the hilarious story from our now infamous game of “Heads Up” (sorry, inside baseball), that had to have permanently solidified the bond between Tom and me.

Tom continues to help the GenNOW group push for new thinking at ITA, and his support has become not just valued, but literally coveted. Many times as young professionals it’s easy to feel like you’re at the kids’ table, and not being taken seriously. Tom provides just the right dose of reality-check-meets-cheerleader to ensure that we keep our feet on the ground, but reach for our goals. Most of all, Tom has taught me that your birthday means absolutely nothing. You don’t have to be under a certain age to understand why it’s important to have young input in an organization. Young thinking is a valuable trait whatever your age may be.

So thanks, Tom – Oh, and thanks for the photo…not bad for your first selfie!

Tom

Stop & Smell the BBQ

One of the things I’m always trying to explain to people about my frequent travels is that regardless of where I go on my business trips – every city looks the same: airport, cab, hotel room, conference center. Whether I’m in North Platte, NE or Waikiki, Honolulu, HI – I tend to have about the same amount of free time to “explore”…none.

Every once in a while though, I feel like I hit the jackpot. Over the past year or so, I’ve been privileged to connect with some extra-gracious locals, who have taken the time out of their lives, to ensure that my visit isn’t “just another day at the office”.

My colleague, Rachel, and I spent this week in Kansas City (“Home of BBQ and Jazz”) for the kick-off of the Boomer Technology Circle meetings. I’ve attended several other Boomer events here in KC, and have still managed to see about the same amount of the place: Westin Crown Center, taxi cab, Jack Stack BBQ. This week however, we fell into a tub of BBQ sauce, thanks to Scott Morrill from Boomer. Along with one of the other sponsors, we were whisked out of the Crown Center and off to famous Oklahoma Joe’s BBQ – where you can eat your dinner in a gas station. On the way back, we took the scenic route, and he provided us a tour of the various city landmarks including the new Plaza, the WWI Liberty Memorial monument, and Union Station.

Last Summer, while Brian & I were visiting a firm in the Detroit area, we were honored when an executive cleared his Friday evening at home (a rare occurrence if you know his travel schedule), to spend it showing us around. After a great dinner and a trip to see the Woodward Dream Cruise pre-show, we took a detour and were treated to an incredible tour of Cranbrook, which boasts a campus filled with architecture to take your breath away and keep you talking about it for years.

To be filed in the “once in a lifetime” folder, on a visit to Honolulu for the Hawaii Society of CPAs annual conference (trust me, it was still a work trip, filled with frustrations, 4:30am conference calls, and missed flights), my new customers showed me the Royal Hawaiian treatment. Swooping in for me in Waikiki, we quickly made our escape, explaining that they only go downtown if they have to. We proceeded to drive up a mountain just as it started to pour down rain. Determined to show me their favorite lookout spot, we made it to the top, made the mad-dash to the side of the cliff, and captured the most beautiful rainbow spanning the entire island of Oahu. Afterward, they showed me a great time filled with dinner, donuts, and moochi, as we sampled all of their favorite local spots.

It’s funny how these three experiences seem so simple – all they did was spend an evening with us. Yet the effort from these individuals to provide us business tourists with a little glimpse of something that we surely would have missed without a local there to guide us makes these seemingly small gestures so hugely meaningful.