08/02/2011 11:11:00 AM EST
Do Client Experiences Drive Your Firm?
No. 76 in Ric Willmot's weekly wisdom
"Customer Experiences Drive Your Business" hit a core nerve with me. He
starts by stating "(c)ustomer service shouldn't be a poor man's cousin to
growing your business." He is right, of course. It should be the center of any
business' thinking in terms of creating raving fans that keep coming back and
referring others to your law firm.
In his brief post on LinkedIn, he
highlights six strategies that should drive your service quality to insure
favorable (in our case) client experiences, which I paraphrase as follows:
- Don't let technology reduce the "personal touch".
Face-to-face contact is still vital to building client relationships;
- Make client service personal. Willmot warns against
commoditizing your service, or you will in turn "be treated as a
- "Build relationships." You're not selling to a company
or an inanimate object, but to a person or persons. The emotional
connection is essential, so find out what is "personally important" to the
- Give client options in how to do business with you and
- Think beyond the current matter. Don't misunderstand
me. Focus fully on the client's current needs, but treat the client's
matter as just one of many engagements. In other words, give the client
the kind of service so that s/he will have "exciting reasons to refer"
your firm to others, and come back themselves. Remember that raving fan
- Don't take clients you really don't want. Poor business
will "sap your energy and destroy staff enthusiasm." Not to mention that
you will probably give the matter less than your stellar effort.
I really like Willmot's stuff, and
it's worth a second read. Keep in mind that your firm's success will be driven
by client experiences!
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