Little Slave Needs Some Help with Crust-omer Impact

Little Slave in the Big Northwoods and nothing is as American as taxes. More than apple pie or baseball, taxes are for everyone. Taxes are also a HOT button with some people. So I need some help to be proactive in dealing with the customer fallout from the hornet's nest that I am about to get myself into.

Since 2006, there has been an energy efficiency tax credit that homeowners in the US can take advantage of. This credit expired on December 31, 2011 - end of me having to print out 7 pages of information to stuff into each customer's packet of stuff to keep. Packets include: an invoice, a warranty card, a completion certificate, and 5 pages of info for the tax credit. I even have tax credit information broken down with a cover page - said cover page tells you everything you will need to know including what the gov't wants to see. Now, this tax credit has been renewed retroactively to cover 2012... as of January 2, 2013. Did you see what I just did there? Yes, this credit was not talked about, not in effect, not even in the foreseeable future beyond 2011. It just magically reinstated when the last bill vote went through not even 2 weeks ago.

So now, I need to let all customers from 2012 know that they qualify and also give them product specific information. This is over 100 jobs - some jobs were doors, some windows, some siding, and a few "other" type jobs. All require different backup paperwork. I should say that I am in no way legally obligated to let anyone know there are credits available - but we have been in business for over 20 years and customer service is what we are known for, so I feel I should.

Here is the biggest problem I face: how to let everyone know without indirectly pissing them off. I recently let last week's customer know that they now qualify and they are able to take a tax credit, but it must be for the year 2013, because that's when we put it in.

I went for the jokey approach, "Well you know our government and I guess it's better late then never."

I was then treated to a 25 minute "discussion" on "how we are pissing money away" and "why didn't I tell them sooner" and "how did I not know!" This was customer #1 - how am I going to explain this to customers so I don't look dumb and so that I don't get yelled at?

My vote is a postcard in the mail directing them to our website with an entire page devoted just to tax credit information. With simple 1, 2, 3 instructions. But, not all of our customers have internet access, in fact a lot of them don't - I'd say around 40%. I live in the woods, city people, where cable just don't cross the highway because there are only 6 houses for 10 miles of road and only a few farmers carry their Nokias out into the field.

Either way, I feel slightly sick this morning. This is a lot of work, a lot of printing, and a lot of explaining. Are there any canned speeches I can say to diffuse people? Anyone? Help? Ideas?

--Little Slave

PS: My boss is out of the country for another 3 weeks! So no big guy to back me up and take problem customers off my hands.

Comments

[witcheypoo]

Maybe a card to the applicible clients saying something like
"homeowner credit now available for 2012. Please check with your tax advisor or our office for more info"?

By putting "tax advisor" first, maybe they'll not bother you quite so much?

Sounds like it's a headache no matter what you do. My sympathies

[CoG]

I would stick with the postcard idea, and include the website for those that have internet and would like to get the info there at their leisure, but also include the business number for those that don't have internet. And I agree with witcheypoo about the tax adviser bit if it applies. The tax adviser will probably tell them to talk to you about getting the paperwork and stuff that was in those packets, but you may deflect some of that ire onto the adviser, who may be able to better deal with the fallout of people being annoyed that it wasn't available before.

[Spritzy]

I also agree that referring them to their tax preparer is a good idea, since asking about energy saving upgrades is a common question they ask when processing a person's tax paperwork...so it would flow in naturally with the process. And the tax preparer would have to know about it anyway since they would be the ones putting the info in to the govt for the tax break.

[Rain]

I would really emphasize the retroactive part. It's just silly to get mad at you for not predicting the future and telling them a year ago the tax credit would be retroactively renewed!

[Skittles]

Kick them in the groin then tell them, that way it comes as a relief.

Seriously though the postcards sounds like a good idea, or maybe even phone calls. I would avoid making it sound like a joke either way, just be upfront and say what happened as clearly as possible.

[Bored at the Bookstore]

I would definitely slough off the blame onto the government... "Good news! The government has _just_ declared on January second that you're going to get a credit on your taxes for that (name of upgrade) we did for you in 2012! I have your paperwork and proofs right here, and will mail them right out to you, so you can give them to your tax preparer!" - all said in an unbelievably chirpy "Aren't you the luckiest taxpayer in the country, I'm so happy for you!" mode.

Dunno if it'll work, but it might defuse the situation. Worth a shot. And if they do take it moderately well, you and the customer can spend a couple minutes running down the speed of government (turtles and snails race past government process) (governing bodies are nearly always a day late and a dollar short) (at least the government finally got off its -um- chair seat and did *something* for the taxpayers)...

After all, in the long run, the government has just handed these folks some cash - late, and inconveniently, maybe, but - CASH! - is never really bad news, is it?

[LSitNW]

I'm going: letter (bosses decision), website, postcard, then separate letter with "Important Tax Information" on it for 64 2012 customers. So far, I am at 619 total customers! I loved the ideas here - thank you sooo much. I'm going to print the comments and choose at random what to say. Thanks again!LS

[thorkun]

"and nothing is as American as taxes"

Wut? I was under the impresson you guys had low taxes? I live in Sweden, wanna compare taxes? =)

[KryssLaBryn]

"Hey, great news! You know that renovation tax credit you used to be able to get? The one that let you write off a bunch of the work you do on your house? Well, just a couple of weeks ago they decided to bring it back again, and the best part is that they're making it retroactive for all of 2012! So you'll be able to get a tax break on that work we did for you last year after all!

"If you want all the gory details you can find them on our website at (www.whatever.com), or your tax preparer will be able to help you out. Just make sure you put all your receipts aside for it.

"Thanks again for choosing (store), and have a wonderful day!"

As others have said, this is actually great news for the customers, because it means that they will be receiving a partial refund on an expense they've already paid for. Pretty sweet! :D

Oh, and hey, print out a short notice for the front doors and counters. I bet you end up informing a good deal of them with that! Just something simple like

"TAX CREDIT FOR 2012 AFTER ALL!
The government has re-instated the Home Owner's Tax Credit, and will apply it retroactively to 2012. Please talk to your tax preparation office for how this will affect you."

[Headset Hellion]

Good luck with that. At least you have the option to send something in the mail. I had a customer accuse me of discrimination when I suggested that she could view the information online.