A Twitter Strat that’s not Block headed
In searching for a case study that looks at a particular business and how it uses twitter, whether effectively or not, I searched for a company that utilizes the popular micro-blog as a way to connect with customers. Twitter allows for fast, real time communications, as well as up to the minute announcements of new deals and specials. H&R Block, the tax preparation company, seemed to grasp the true potential of Twitter.
Taxes are not always a pleasant subject to discuss, so keeping customers happy and satisfied is crucial in retaining customers in this frustrating market. H&R Block has set themselves above the rest by promoting deals and special services through Twitter, but more importantly, they are connecting to people on a 1 to 1 level. With more than seven thousand followers, representatives for the tax company are answering tax related questions as well as service related and procedural questions that customers come across on a regular basis. So instead of customers waiting on hold for what can seem like forever, inquiries are handled quickly through Twitter.
With customers satisfied with the speed and accuracy in which their problems were handled, referrals have not been in short supply. Click here to see Senior Vice President of Communications at H&R Block Jennifer Love talk about how the company’s new Twitter marketing campaign has brought in “tons of referrals.” In a blog post by Michael Stelzner, he breaks down H&R Block’s strategy into 9 different steps. But each step seems to revolve around the idea of creating a one on one channel of communication between the customer and a tax professional.
Real time information retrieval has already proved to be a competitive commodity for sites like Twitter. It seems that a future in real time servicing will soon prove just as profitable.