The chain followed with a new promotion that turned many heads: free tax preparation for anybody filing a 1040EZ Federal form.
Turbo Tax, in turn, unveiled its SnapTax app for iOS and Android that allowed taxpayers to file the 1040EZ form to the IRS from their mobile phones. The app is free, but filing cost $14.99.
Despite their efforts, H&R Block had been lagging behind Turbo Tax all winter long on YouGov BrandIndex's satisfaction score until recently, when it finally hit the gas pedal. The satisfaction score asks respondents: "Are you a satisfied customer?"
In the mid-March home stretch to tax return day, H&R Block pulled out of its slightly negative score level and in a period of two weeks, moved to within just a few points of Turbo Tax. Turbo Tax is still leading on Buzz scores, although both brands have lost some steam more recently.
YouGov's BrandIndex interviews 5,000 people each weekday from a representative U.S. population sample, more than 1.2 million interviews per year. The margin of error is a very accurate +/- 2%. A score can range from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
The following chart shows the scores, measured daily from March 14 to April 4:
|Time period||H&R Block||Turbo Tax|