Lawyer Marketing - Becoming Client Centric

Lawyer Marketing - Becoming Client Centric

Customer experience

Getting exceptional service is always a memorable experience. It can make a person feel valued. And the news about exceptional service spreads quickly. It talked about friends and family and even eulogized to strangers. It can exceed the usual and take an almost mythical form. This is especially true when common things are done in extraordinary ways.

Years ago, I had to fly to Bangkok on a business trip. After a long attempted taxi ride during peak hours, I finally checked into my hotel, tired and hungry. I dropped my luggage in the room and went down the stairs to have some dinner. An hour later, when I returned, I found my luggage nicely packed - shirts folded, pants hung up, tied gently scattered along the places. Almost immediately I began to relax. I breathed in the relief of relief.

Then I looked into the bathroom and saw something Ill never forget. The items from my overnight kit had been arranged properly by the sink, and someone had actually cleaned my hairbrush. All the hair strings had been removed and the brush shone. But the cup of grace was this: To rest in the middle of the brush was a beautiful white petal.

After more than ten years, I can still see this picture. This experience - this unexpected gesture that went beyond exceptional service - left me a whole new understanding of what it means to put a client first.

When I returned home and people asked about Thailand, I always told them about the little white petal on my hairbrush. Today, when I think of big hotels, I think of Hotel Oriental. It's the standard I judge all other hotels.

In the company's universe, only a few consistent service levels reach. Studies have shown that companies that reach such levels share certain basic values ​​and organizational features.

Marketing a service

There is a fundamental difference between marketing a product and marketing a service. The products are concrete. They work either as represented or not. The products can be returned or replaced. We can touch and feel a product before we decide to buy it. rarely this is the case with a service.

The services are intended to be experienced, not ordered from catalogs. The services are deeply personal and our response to them is often emotionally driven. A service relationship, especially a professional service relationship, challenges the supplier to be an expert in serving people.

Think about how buyers perceive the value in general. When we buy products, we depend most on objective criteria. For products like shampoo and stereo devices, determination of objective values ​​is quite simple. A large bottle of shampoo delivers more product than a small one, so we are motivated to pay more for the big one. A stereo system that has more features is said to contain more value than one that has fewer features. Product characteristics, quality and quantity are all critical factors in determining value. However, the service is much more nebulous - and is therefore much more challenging to define and measure.

Marketing a service

There is a fundamental difference between marketing a product and marketing a service. The products are concrete. They work either as represented or not. The products can be returned or replaced. We can touch and feel a product before we decide to buy it. rarely this is the case with a service.

The services are intended to be experienced, not ordered from catalogs. The services are deeply personal and our response to them is often emotionally driven. A service relationship, especially a professional service relationship, challenges the supplier to be an expert in serving people.

Think about how buyers perceive the value in general. When we buy products, we depend most on objective criteria. For products like shampoo and stereo devices, determination of objective values ​​is quite simple. A large bottle of shampoo delivers more product than a small one, so we are motivated to pay more for the big one. A stereo system that has more features is said to contain more value than one that has fewer features. Product characteristics, quality and quantity are all critical factors in determining value. However, the service is much more nebulous - and is therefore much more challenging to define and measure.



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