Why Intuit failed internationally


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Intuit have been a great success story in the US, they have built the number one accounting and tax preparation software for the past several decades.

When they decided to expand internationally in the 1990s they executed the perfect launch plans in a number of countries simultaneously around the world. The product was merchandised beautifully, the pricing was spot on, the press and channel partners were excited and engaged. They had created tremendous buzz around the product!

However three months into the new launch Scott Cook, the founder of Intuit, new something was wrong. Sales were not good, word of mouth was negative and he could tell they got something wrong.

It was a fundamental error but one that many companies make, they forgot to spend the time REALLY understanding what the customers wanted. They had not spent the time to walk in the customer’s shoes and aks the right questions.

What processes do they use? How do they currently prepare their books? What do they expect to be able to do with the accounting software? What do they dislike most about their current way of preparing their taxes?

Without a customer focused culture, Intuit failed to ask the basic questions necessary to minimize risk and increase the chance of success.

To see Scott Cook the founder of Intuit talk about these challenges click here

Republished with author's permission from original post.

Christopher Brown
Chris Brown is the CEO of MarketCulture Strategies, the global leader in assessing the market-centricity of an organization and its degree of focus on customers, competitors and environmental conditions that impact business performance. MCS works closely with the C-Suite and other consulting groups to focus and adjust corporate vision and values around the right set of beliefs, behaviors and processes to engender more dynamic organizations, predictable growth, and customer lifetime value. In short we help leaders profit from increased customer focus.


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