The Best Marketing is Good Service

Checking out at Staples this afternoon, I saw a woman gazing at the stand of TaxCut software. Lickety-split I hustled over to let her know that TurboTax rocks and TaxCut is the pits.

Five years ago...FIVE YEARS AGO... I got Taxcut because it was cheaper. I did my taxes and was going to get 2200 bucks back. I hit e-file and it simply refused to do it. A week later it still wouldn't work so I popped for TurboTax and it told me I'd get $3400 back. I ran it again, same thing. Ran TaxCut again and still got the $2200. I am GRATEFUL that the e-file wouldn't work and HORRIFIED that it would have cost me $1200 to use TaxCut.

From that moment on, I will tell anyone that TurboTax is the way to go. I got Taxcut for free in the mail and I threw it away. That is the power of one bad experience.

One strike and you're out.

A quick list of things that will strike out a company in my eyes.
1. A bad experience with the product or service.
2. Poor phone etiquette when I call. "Hello?" doesn't cut if for a business greeting. I need a thank you, a cheery voice, a name, and solicitation for how they can help me.
3. Putting me through transfer hell. One transfer, max.
4. Lack of eye contact when I'm there in person and I want a similar greeting that I want on the phone.

I write marketing material for companies, and while I charge a reasonable rate, if I get a poor reception on the phone or in person, I'll offer corrective advice for free. It is rarely taken. Maybe it would be taken if I charged for it...