H&R Block has successfully transformed its customer service operations into a digital-first, AI-powered care organization through a strategic collaboration with NICE (Nasdaq: NICE) and its CXone Mpower platform. This initiative marks a shift from a traditional retail servicing model to a scalable, digital customer care ecosystem leveraging advanced AI and automation.
H&R Block initiated its transformation with a 60-day migration to NICE in 2020. Building on this foundation, the company partnered with NICE to develop and deploy a new IVR system during the pandemic, which managed over 5 million calls within four months. This demonstrated the platform’s capacity for mission-critical performance at scale.
Since then, H&R Block has adopted a continuous optimization strategy, utilizing CXone Mpower’s AI and self-service features, including Autopilot, AI-powered coaching, and automation. These efforts have resulted in seven-figure cost savings, improved agent performance, and increased customer satisfaction.
Annually, H&R Block scales its support operations to manage the demands of the U.S. tax season. With CXone Mpower, the company is equipped to provide fast, accurate, and personalized support across voice and digital channels for thousands of agents. The platform also extends this experience to self-service, automating inquiries ranging from simple questions to complex tax-related issues. This approach aims to establish a foundation for long-term innovation and growth by moving from reactive support to proactive experience design. H&R Block plans to further automate customer journeys to enhance client service.
Brendan Mulryan, VP Customer Care at H&R Block, stated that transformation involves investing in teams, evolving technology, and rethinking how experiences are delivered to meet customer demands. He noted that NICE has aided in reimagining customer experience, addressing the need for digital self-service while advancing AI and automation. Mulryan added that CXone Mpower helps deliver a modern customer experience that combines self-service ease with expert support when necessary, aiming to meet customers across various channels.
Barry Cooper, President of the CX Division at NICE, commented that this transformation exemplifies business reinvention centered on human experiences. He emphasized NICE’s goal to make every customer interaction effortless, particularly during peak periods like tax season. Cooper highlighted that CXone Mpower enables organizations such as H&R Block to scale rapidly, empower agents, and deliver accurate and personalized service even during peak demand.