Brilliant. Annoying as hell, but brilliant. That’s how I’d describe how H&R Block is growing its online business. I’m not sure whom I should credit, H or R, but neither are blockheads for coming up with what is a fabulous lesson for anyone who seeks to introduce the archaic concept of customer loyalty into a digitally based product or service.
Digital/VDP print providers...Are you listening?
I listen to Internet radio and have yet to upgrade my Pandora account to be commercial-free. As such, I suffer through repetitive advertising after roughly every third song or so. Here’s what I know so far: Lowe’s is keen on telling me about its crabgrass-killer sale; Ford’s F-150 has been New England’s number one pick up truck for 34 years in a row; and
H&R Block really knows how to sell digital and variable data printing.
Last year I did my daughter’s taxes. Given that the “D” I received in accounting from the University of Massachusetts still haunts me, I turned to Henry and Richard Bloch’s creation for assistance. It was so easy, even a caveman like me was able to find Kati a $551 refund with a few fairly easy keystrokes.
This year, an e-mail reminder brought me to a pre-populated Website and made what was already a simple experience even simpler, which is nice if you are a tax simpleton like me. Inserting three numbers and hitting “Go!” was all that it took. Now that’s how you create a following and a customer for life!
What H&R Block has figured out is that growing customer loyalty is about capturing data and exuding technical superiority. It has realized that the “customer-for-life” concept is made possible by taking advantage of an age-old truth—people are lazy! Once they go through the initial work, they won’t want to do it again and will even pay more to avoid starting all over again
. Own the digital data and you will own the customer. Interesting concept, don’t you think?
Digital/VDP print providers..Are you listening yet?Two free Webinars are coming up. Go to www.AspireFor.com for details. Bill can be reached at (781) 934-7036 or at firstname.lastname@example.org.