Law Firm Marketing - Becoming Client Centric

0
582

Receiving exceptional service is always a memorable experience. It can make a person feel valued. And news of exceptional service spreads fast. It's talked about to friends and family and even eulogized to strangers. It can transcend the ordinary and take on an almost mythical form. This is especially true when ordinary things are done in extraordinary ways.

Years ago, I had to fly to Bangkok on a business trip. After a long, trying taxi ride in rush-hour traffic, I finally checked into my hotel, tired and hungry. I dropped my luggage in the room and went down-stairs to get some dinner. An hour later, when I returned, I found my luggage neatly unpacked--shirts folded, pants hung up, ties carefully dispersed along the racks. Almost immediately, I began to relax. I involuntarily breathed a sigh of relief.

Then I looked into the bathroom and saw something I'll never forget. The items from my overnight kit had been neatly arranged by the sink,?and someone had actually cleaned my hairbrush. All of the hair strands had been removed and the bristles were glistening. But the coup de grace was this: Resting in the center of the bristles was a beautiful white petal.
After more than ten years, I can still see this image. This one experience--this unexpected gesture that went beyond exceptional service--left me with a whole new understanding of what it means to put a client first.

When I returned home and people asked about Thailand, I invariably told them about that small white petal on my hairbrush. Today, when I think of great hotels, I think of the Hotel Oriental. It is the standard by which I judge all other hotels.

In the universe of companies, only a few consistently reach extraordinary levels of service. Studies have shown that companies that do reach such levels share certain fundamental values and organizational traits.

Marketing a Service

There is a fundamental distinction between marketing a product and marketing a service. Products are tangible. They either work as represented or they don't. Products can be returned or exchanged. We can touch and feel a product before we decide to buy it; rarely is this the case with a service.

Services are meant to be experienced, not ordered from catalogs. Serv-ices are profoundly personal in nature and our response to them is often emotionally driven. A service relation-ship, especially a professional service relationship, challenges the provider to be an expert in serving people.

Think about the ways buyers perceive "value" generally. When we buy products, we rely mostly on objective criteria. For products like shampoo and stereos, determining objective value is fairly simple. A large bottle of shampoo delivers more product than a small one, so we are justified in paying more for the large one. A stereo system that has more features is said to contain more value than one that has fewer features. Product features, quality and quantity are all critical factors in the determination of value. Service, however, is far more nebulous--and is therefore much more challenging to define and measure.

Service Is a Process, Not an End

One reason service is so difficult to measure is because it's so subjective. It is experiential--we can feel it and see it, but defining it is another matter. Perhaps it's a little like what the Supreme Court wrote about pornography: It may be hard to define, but we know it when we see it.

Truly great firms--those with legendary status--are always striving to reach greater levels of service for their clients. Fundamental to such firms is the understanding that service is a never-ending process Anwalt Hattingen by a specific mind-set. These firms know that while they must always try to reach higher levels of service, they can never assume they have achieved the highest level. There is always a higher level to strive for, and standing still squelches the pursuit of excellence. Either a firm continues to reach for higher service levels or it has abandoned the pursuit. There is no middle ground.

Site içinde arama yapın
Kategoriler
Read More
Other
Legislations involving Bring about along with Influence in a very Course in Miracles
    The wonder along with straightforwardness of an Study course throughout Magic...
By Musharraf Khan 2023-03-26 09:45:29 0 509
Health
Escorts in Islamabad 03339097531
Type your search query and hit enter:   All Rights Reserved   Type...
By Escorts Inpk 2023-03-26 09:41:55 0 507
Art
Adobe AD0-E600 Latest Exam Notes | AD0-E600 Online Training Materials
Adobe AD0-E600 Latest Exam Notes 100% pass rate we guarantee, Then you can start learning our...
By 22a7zn0j 22a7zn0j 2023-01-30 02:55:12 0 699
Oyunlar
The Best Free Online 2 Player Games
Online games can be the perfect way to bring friends together. Whether you’re sharing...
By Anthony Korculanic Korculanic 2023-06-07 02:04:07 0 494
Home
Most Common Online Casino Activities
Yes you can. If you want your league to become a tournament or opposition among your friends, you...
By Realable Aliyan 2023-08-19 11:56:40 0 464