Verbatim: What Clients Say
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Rethink Your Marketing: Will You Build Your Brand or Cultivate Relationships?
While developing your 2012 budget take a look at "Rethinking Marketing," an article by Roland T. Rust, Christine Moorman and Gaurav Bhalla, published last year in the Harvard Business Review. You're spending plenty of your budget on branding your firm, but the authors emphasize that you "must radically reorganize and put cultivating relationships ahead of building brands."
They suggest reinventing the marketing department as a "customer department," and explain, "The key distinctions between a traditional and a customer (or client)-cultivating company (or firm) is that one is organized to push products (or services) and brands whereas the other is designed to serve customers and customer segments. In the latter, communication is two-way and individualized or at least targeted at thinly sliced segments."
According to a recent LexisNexis Martindale-Hubbell (LNMH) survey, about half of the law firms in the U.S. are listening to their clients. Of which half will your firm be?
Commenting on a firm that uses Strategic Client Interviews to listen to their clients, the president of a Fortune 100 corporation said: "Why don't some of the other firms we use take a page out of this firm's book? Why do the people who do it right want to do it better?"
One more statistic
According to the LNMH survey, only one-third of the clients respond to client feedback. However, implementing one-on-one client interviews over printed or electronic surveys yields substantial feedback from all the clients you approach.
Strategic Client Interviews will help you cultivate your client relationships.
For more information on Strategic Client Interviews, contact Joyce K. Smiley at 561-775-9755, or jsmiley@jkscompany.com. On the web at jkscompany.com.
Verbatim: What Clients Say is published electronically by JKS & Company LLC/Strategic Client Interviews. Copyright 2011 JKS & Company LLC. All rights reserved.
email: jsmiley@jkscompany.com
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