In June of 2017, it was announced that Dex Media acquired Yellowpages (YP Holdings) for $600 million. This acquisition produced a “new company” called DexYP. After filing for bankruptcy in 2016, Dex Media is trying to resurrect itself as a legitimate marketing solution for small businesses….again.
Yellowpages has typically had a good brand name. Dex Media…depends on who you ask. The Internet is littered with reviews from very unsatisfied customers.
In addition to potentially shifting their focus to new products and services, Dex may be trying to fix a percieved image problem. Merging with Yellowpages and re-branding themselves as DexYP may give them an opportunity to pivot away from their old Dex Media image and start anew. Fortunately, Google doesn’t forget. Do some “googling” on Dex Media and you’ll know what I’m talking about.
If you are a small business owner who has worked with Dex Media, you might be shaking your head. You could have had a horrible experience with Dex. You could very well have experienced some of the following:
Lack of transparency. How much of your monthly fee went into their pocket and how much went into serving actual ads?
Some of what Dex Media did (not sure if DexYP still does) for clients is PPC (pay-per-click marketing) – they run ads on Google. This is called Google AdWords. This is what we do for small businesses. Google AdWords can be a fantastic way to generate leads and sales for businesses.
However, according to many people who have used Dex Media, the way they go about it could be considered to be quite deceitful. According to reviews from past customers, it appears that they don’t tell clients that it is a good idea to actually have full access and ownership over their own Google AdWords account. Is this required? No. But, any Adwords management company that cares about transparency gives clients full access to their own Adwords account.
Based on the reviews of past Dex clients, they struggle to make it clear to clients what percentage of the fee they pay Dex goes to the cost of actually running ads (what is paid to Google) and what percentage goes to Dex. At a minimum, this is lazy. Some past customers might consider this to be intentional and deceitful. Take a look at Google Adwords policy and decide for yourself. This is straight from the Google policy:
“Third parties often charge a management fee for the valuable services they provide, and end-advertisers should know if they are going to be charged these fees. If you charge a management fee (separate from the cost of Google Ads or AdWords Express), let customers know.”
Poor customer service. The customer service reps and account specialists were widely available in the beginning. But, once they figured out the jig was up and you started questioning them, they became hard to reach, were evasive and vague.
Contract issues. You tried to cancel their service and the headaches began. They continued to bill you despite you asking them repeatedly you no longer want their service. They stopped giving you straight answers. They said you had to continue paying. You possibly had to cancel your credit card so they stopped charging you. They sent you to collections as a result. There are plenty of customer reviews online that talk about this very issue.
Want to read reviews from past customers? Here you go:
https://www.bbb.org/us/tx/dallas/profile/directory-advertising/dexyp-0875-90044496/complaints (Over 1,500 complaints)
See a trend?
Has a DexYP rep contacted you? Run!!!
In all seriousness, I suggest you do your research on Dex Media and see what kind of experiences other small business owners have had with them. Take it a step further and read comments on various review sites about what past employees had to say. Do Google searches like, ‘Dex YP reviews’ and ‘Dex YP complaints’. This will give you good insight into the kind of company Dex Media (DexYP) is.
The “new” DexYP service
Now, it is still a little unclear as to the direction DexYP will go in. Their target audience is still small businesses. They have always been in the business of selling traffic and lead generation. With the incorporation of Thryv – their automated software solution – they may be incorporating more business management solutions – not just lead/traffic generation. Some of what the Thryv software claims it can do includes; sending quotes/estimates, invoicing, processing credit cards, social media posting and business directory listings. Dex is essentially wanting to be apart of more of what a small business does in their day-to-day operations.
I’m sure that part of the sales pitch that many prospective clients will hear is going to center around automation. My guess is the word ‘automation’ will be used no less than a dozen times for every sales pitch. Now, automation absolutely has it’s place in marketing and other small business operations. If implemented correctly, automation can improve processes, reduce costs, increase productivity and so on. But, just because something is automated does not mean it will inherently make things better. It simply makes them automated.
Heck, Thryv may prove to be a good solution for many business owners. Time will tell.
The whole point of this post is really simple. Make sure as many small business owners as possible, understand that Dex Media is morphing into DexYP. And, with this transformation may come the same “baggage” and misery that Dex Media has caused countless business owners. Same company; new name. Check out our Dex Media review article to see what they are about and read the countless reviews and comments from small business owners who had the unfortunate experience of working with Dex Media.