This month’s Online Community Expert Interview is with Scott K. Wilder, GM for Intuit’s Small Business Online Communities, Support Website and Content / KB article management. Before joining Intuit, Scott was the VP of Marketing and Product Development at KBToys and eToys, the director of Internet services at Borders.com and Apple Computer, and has held senior management positions at American Express and Silicon Graphics. Scott worked on the following online communities: eWorld at Apple, Borders Cafe at Borders.com, KBToys Community at KBToys.com. Scott also is a board member of the Word of Mouth Association (WOMMA) and the Society of New Communications. He received graduate degrees from The Johns Hopkins University, New York University and Georgetown University. Scott also recently authored Millennial Leaders: Success Stories from Today’s Most Brilliant Generation Y Leaders.
Q: Can you talk about the evolving role of online communities at Inuit? What areas of the business do online communities provide clear and compelling value to both your customer and Intuit?
A: At Intuit, we look at our online community team as a Center of Excellence because it impacts all areas of the business.
The product development group, for example, learns a great deal by reading what customers are saying in the community and even more importantly by interacting with those customers online. Our product managers aim to ‘close the loop’ with our users by sharing how they actually incorporate their customer learning’s into our product offerings. For example, you can see how customer input has a direct impact on our products if you go to the We Hear You section of the community website. Then there’s customer service. Many of our users questions are answered by other users – by members of an ecosystem that likes to share learning’s, knowledge and experiences. This is especially important with our products because people in various industries use our products differently. For example, we might both be using QuickBooks, but you sell widgets and I provide consulting services, which are two very different types of business. There’s also marketing. The community provides a great way to reinforce our brand attributes, which are being knowledgeable and approachable. And lastly, to meet our company’s big goal of helping empower Small Businesses in any way we can.
Q: What excites you most about your current community work?
A: Obama is not the only one who likes being a community leader. I have always been happiest when I am helping and empowering others. Managing an online community is just one way to achieve that goal. So, my personal goals are nicely aligned with my every day work. There is nothing more fulfilling then knowing that you are helping someone improve themselves or their own company. And then there’s the team I work with. I really enjoy working with the members of my group. They are passionate about their work and they love to learn. After all, isn’t that what it’s all about? Learning.
Q: What role do you feel online communities play for businesses, in the context of the current economic environment?
A: Online communities provide not only a great way to answer to business and product relegated questions, but also provides the camaraderie that every entrepreneur can benefit from (and that most small business owners seek). Starting a small business is a tough and sometimes lonely task. You are out there alone trying to get funding, trying to build a team, trying to find new business partners, etc. Starting a company is a lonely business.
Places like the Intuit Online Community provide a place to share, learn and interact with others. All of this is especially important during these challenging economic times when entrepreneurs feel as if they are on their own. The Intuit Community is a place to connect with other small business owners.
