Comments on: H&R Block Goes Social. Can They Do Better? http://robinsontechnology.com/blog/2008/04/16/hr-block/ The Social Web, Social Networking, and Social Business Wed, 20 Aug 2008 10:40:41 +0000 http://wordpress.org/?v=2.3.3 By: pregnant imitrex http://robinsontechnology.com/blog/2008/04/16/hr-block/#comment-16905 pregnant imitrex Wed, 23 Jul 2008 14:46:51 +0000 http://robinsontechnology.com/blog/2008/04/16/hr-block/#comment-16905 <strong>imitrex...</strong> imitrex and high blood pressure medication... imitrex…

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]]> By: Andy Ridinger http://robinsontechnology.com/blog/2008/04/16/hr-block/#comment-16899 Andy Ridinger Tue, 27 May 2008 17:01:45 +0000 http://robinsontechnology.com/blog/2008/04/16/hr-block/#comment-16899 I think that H&R Block has realized something that very few companies have realized: that the traditional sales model has been greatly impacted by social media, especially for web-centric and Software-as-a-service (SaaS) products. While the functions within the traditional Discover, Evaluate, Purchase, and Support areas remains relatively consistent, the people and resources responsible for delivering those functions has shifted. Think about it: traditionally a Sales Rep would be responsible for getting new customers to discover the product, help the customer to evaluate it and answer questions, and then close the deal. Now a potential customer does a Google search to find the product as well as read blogs and other customer reviews (that are not run or posted by your company) about your product. They look at your website to evaluate the product, download a trial version/subscription to decide if they like it, and then purchase through the website. You made or lost the sale without any human interaction; “seller” control over these areas is lost to the web and social media. The only area left, the only area where you still have control, is Support. Support has now become critical to influencing the other areas. When someone does a Google search for a product you sell, you want them to see the blogs and reviews written by your raving fans because they are so impressed with the amazing customer service and experience that you provided them. Treating one customer like royalty in the short term may be more costly, but in the long term not only will you spend less on helping current customers, their free word-of-mouth marketing will help you add even more customers. Support has effectively become the new marketing. Now the question is: can you follow H&R Block’s lead and adapt to the new world of social media and marketing? I recommend taking a step back and figuring out what it’s like for your customer in the Support area, and how you can improve it. I'd be happy to email a “How SaaS has Impacted Selling” or a “7 steps to Online Marketing” guide that I put together for my internal team. Note: I don't work for an agency & am not offering any professional service, making a sales pitch, etc - just offering free, no-strings help from one marketer to another. - andy[dot]ridinger[at]muralconsulting[dot]com. I think that H&R Block has realized something that very few companies have realized: that the traditional sales model has been greatly impacted by social media, especially for web-centric and Software-as-a-service (SaaS) products. While the functions within the traditional Discover, Evaluate, Purchase, and Support areas remains relatively consistent, the people and resources responsible for delivering those functions has shifted.

Think about it: traditionally a Sales Rep would be responsible for getting new customers to discover the product, help the customer to evaluate it and answer questions, and then close the deal. Now a potential customer does a Google search to find the product as well as read blogs and other customer reviews (that are not run or posted by your company) about your product. They look at your website to evaluate the product, download a trial version/subscription to decide if they like it, and then purchase through the website. You made or lost the sale without any human interaction; “seller” control over these areas is lost to the web and social media. The only area left, the only area where you still have control, is Support.

Support has now become critical to influencing the other areas. When someone does a Google search for a product you sell, you want them to see the blogs and reviews written by your raving fans because they are so impressed with the amazing customer service and experience that you provided them. Treating one customer like royalty in the short term may be more costly, but in the long term not only will you spend less on helping current customers, their free word-of-mouth marketing will help you add even more customers. Support has effectively become the new marketing. Now the question is: can you follow H&R Block’s lead and adapt to the new world of social media and marketing? I recommend taking a step back and figuring out what it’s like for your customer in the Support area, and how you can improve it.

I’d be happy to email a “How SaaS has Impacted Selling” or a “7 steps to Online Marketing” guide that I put together for my internal team. Note: I don’t work for an agency & am not offering any professional service, making a sales pitch, etc - just offering free, no-strings help from one marketer to another.
- andy[dot]ridinger[at]muralconsulting[dot]com.

]]> By: Greg http://robinsontechnology.com/blog/2008/04/16/hr-block/#comment-16894 Greg Wed, 16 Apr 2008 22:44:38 +0000 http://robinsontechnology.com/blog/2008/04/16/hr-block/#comment-16894 Uncle Stan - very funny :) Uncle Stan - very funny :)

]]> By: Paula Drum http://robinsontechnology.com/blog/2008/04/16/hr-block/#comment-16893 Paula Drum Wed, 16 Apr 2008 21:53:36 +0000 http://robinsontechnology.com/blog/2008/04/16/hr-block/#comment-16893 BRob: Thanks for the blog post! Like most companies we at H&R Block are in the listen and learn mode. We do have a community site, digits.hrblock.com, where we have been experimenting with podcasting, Vlogs as well as using it as a repository for our other interactive assets. It was incredibly handy to use it as a forum for late breaking tax news around the AMT and Economic Stimulus changes. We were even offering free tax advice during January. Funny that you mention the name "BlockNet". It is actually the name of our internal intranet. I guess great minds think alike. All your thoughts, suggestions and insights are greatly appreciated as I'm sure Digits will take on many different forms in the future. Keep'em coming. BRob:

Thanks for the blog post! Like most companies we at H&R Block are in the listen and learn mode. We do have a community site, digits.hrblock.com, where we have been experimenting with podcasting, Vlogs as well as using it as a repository for our other interactive assets. It was incredibly handy to use it as a forum for late breaking tax news around the AMT and Economic Stimulus changes. We were even offering free tax advice during January.

Funny that you mention the name “BlockNet”. It is actually the name of our internal intranet. I guess great minds think alike.

All your thoughts, suggestions and insights are greatly appreciated as I’m sure Digits will take on many different forms in the future. Keep’em coming.

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