H & R Block : &R Block targets customer gains over price increases for upcoming tax season
Jones, in his first quarterly conference call with analysts since joining Block in October, said the
Two years ago, Block suffered badly in what then-CEO
Jones promoted actions that he said were part of a multiyear strategy to build up Block's customer base by attracting new clients and keeping their business from year to year.
"We aren't as relevant as we need to be to today's consumer," Jones said. "We cannot continue to focus only on the upcoming tax season."
For the upcoming season,
Jones said the company also would focus more marketing attention this year on its DIY tax products, saying some consumers still don't think of Block as offering service beyond its network of retail outlets.
Such ads also would target the growing segment of tax help, as Block expects its retail store-assisted filings to remain flat to only modestly increased from a year ago.
With that focus on growth,
"We can't be too aggressive on price," chief financial officer
The three-month period represents the second quarter of Block's fiscal year, which ends
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