How a Recognized Leader Builds Business in the Worst Recession Since the 1930s
"In a world of online user communities, social media, interactive blogs and other technological means for companies to elicit customer feedback, you might think that face-to-face interaction is a thing of the past. Think again," writes Mary Tripsas of Harvard Business School, in the December 27 issue of The New York Times.
Tripsas describes 3M's customer innovation centers in "Seeing Customers as Partners in Invention." Although 3M is more commonly known for its Post-it notes, Tripsas points out that the company is applying wide-ranging technical expertise to a portfolio of products including transportation systems, dental and medical devices and electronics. "The idea behind the centers is to foster innovation by combining a richer understanding of customer needs with creative links among 3M technologies."
In the legal industry, Hildebrandt's Kristin Stark told the Rocky Mountain Chapter of LMA that marketing in law firms will become more progressive and proactive to keep pace with the emerging trends sparked by the current economy. Stark says that legal marketing "will proactively identify client concerns and develop methods to address these concerns."
Strategic Client Interviews can help your firm kick off 2010 with innovation. You will develop a deeper awareness of how your clients need your firm. And, in turn, you will expand business. Listen to what the vice president of legal affairs of a health system in the Midwest said at the conclusion of a Strategic Client Interview:
"I could have sat down with the firm's attorneys to talk about the relationship, but neither side of the discussion would have been as well thought out as your interview. It's a valuable exercise for the firm to have had the foresight to go through."
After the Strategic Client Interview, the law firm's relationship with that client got stronger, and in turn, business expanded.