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We are in the middle of a massive cultural shift in human communication. Businesses large and small started realizing that a few years ago, and the early adopters began using social media in their day to day corporate communications. H&R Block was one of the larger companies to adopt social media early on. Their first move in the social space was creating a YouTube video in 2007 called, Me and My Super Sweet Refund which garnered over 1.5 million views.
It's promising to see large companies wanting to do the right thing and adopt new media. Small companies have a distinct advantage because they are small enough adopt new media into their culture company wide. Large companies are struggling with trying to force this new form of communication into their corporate culture on a broad scale. The enterprise solution has been to either outsource social media to a consultant or hire one person to handle it all. H&R Block it seems has really tried to evolve fast enough, but a recent experience has made me realize H&R Block is a long way from truly adopting social media successfully.
My tax adviser retired after years of doing my taxes, so my wife and I decided to try out H&R Block in 2010. I hadn't use them before for taxes but wanted to try them out. We went in and did our thing. We worked with two different people because one of them went on vacation for our second visit. Right before we sent in our finished taxes, I got a miscellaneous form meaning we needed to do an amendment. That's where the wheels came off. After NINE visits to the office, H&R Block finally finished the amendment for us but messed it up. I'm not going to bore you with the story but we're STILL getting letters from the state saying our taxes are wrong almost a year later (Feb. 2011)
The reason H&R Block has a long way to go is because of the massive disconnect between their social media person and the person who can solve the H&R Block caused problem. My wife and I made multiple visits to their offices, and each time we spoke to someone different. So I took it to Twitter and tweeted out to them last summer. We got a call from someone in customer service who said they'd take care of us.
Here's the problem. Each time we talk to someone at H&R Block, their intention is they want to help us. They are friendly. But each time we talk to someone different and have to explain the problem from the beginning. What's not happening is follow through. The social media person might be the first line of defense, and will communicate a customer service issue to someone in our area. But what we haven't seen is the complete solution start to finish. In the past two weeks my wife and I have called H&R Block and were assured we would get a call within 24 hours to finally solve our tax issue. We have not received the promised calls, and our taxes are still screwed up. We can't seem to get one person
To date, we have visited H&R Block offices 12 times, spoke with someone over the phone 8 times, tweeted back and forth with them 3-6 times and nothing has been resolved. The true power of customer service and social media will happen when a company, large or small will be able to handle important customer communication seamlessly across their org chart without communication gaps.
This was my first, and most likely last time using H&R Block to handle something important like taxes. But I'm hopeful to see large companies like theirs move forward in the adoption of new media.
photo courtesy of theconsumerist.com
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