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Delivering Value Through Exceptional Client Service

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60,000 foot overview of what you might be missing in your client service excellence strategy...

Delivering Value Through Exceptional Client Service

  1. 1. Discovering Exceptional Service Presented by
  2. 2. The Judge That Matters
  3. 3. The Judge That Matters Law firms believe “our profession’s clients are the best served group of customers in the history of service providers.”
  4. 4. The Judge That Matters Law firms believe “our profession’s clients are the best served group of customers in the history of service providers.” Client’s believe law firms are interchangeable
  5. 5. When a client is dissatisfied.... a. they fire the law firm/lawyer? b. they don’t hire the law firm/ lawyer for the next matter?
  6. 6. When a client is dissatisfied.... a. they fire the law firm/lawyer? b. they don’t hire the law firm/ lawyer for the next matter? The answer is b. They simply take another path...
  7. 7. It is a you take with your client. A service engagement isn’t simply the result.
  8. 8. It is a you take with your client. j!rney A service engagement isn’t simply the result.
  9. 9. Myth v. Reality
  10. 10. Myth v. Reality Myth:Years of competition have turned underlying benefits such as quality, efficiency, promptness, and courtesy into a commodity. Law firms need to offer something unique to attract business.
  11. 11. Myth v. Reality Myth:Years of competition have turned underlying benefits such as quality, efficiency, promptness, and courtesy into a commodity. Law firms need to offer something unique to attract business. Reality: Clients simply want their law firm to reliably and zealously deliver on basic underlying benefits.To be better than the competition in delivering...
  12. 12. Myth v. Reality Myth:Years of competition have turned underlying benefits such as quality, efficiency, promptness, and courtesy into a commodity. Law firms need to offer something unique to attract business. Reality: Clients simply want their law firm to reliably and zealously deliver on basic underlying benefits.To be better than the competition in delivering... “"ne#c” category benefits
  13. 13. Customer dissatisfaction can almost always be traced to basic customer needs and expectations. What matters most to most customers is to deliver basic category benefits―better. Unique, brand-specific features are only important if you get the basics right. -London Business School “Gene#c” Category Benefits
  14. 14. Don’t be unique. Be Be$er.
  15. 15. Don’t be unique. Be Be$er. “The real betting, they mistakenly believe, begins when they start tinkering with the margins of their offerings. But this failure to attend to the importance of delivering category benefits is one of the prime contributors to today’s continuing high levels of customer dissatisfaction, whose costs — in the form of refunds, returns, bad word of mouth, and expenditures on new-customer acquisition — are enormous.
  16. 16. Don’t be unique. Be Be$er. “The real betting, they mistakenly believe, begins when they start tinkering with the margins of their offerings. But this failure to attend to the importance of delivering category benefits is one of the prime contributors to today’s continuing high levels of customer dissatisfaction, whose costs — in the form of refunds, returns, bad word of mouth, and expenditures on new-customer acquisition — are enormous. “The good news is that this dilemma presents a low-risk, high-return opportunity for most businesses. The first step...be prepared to buck the conventional wisdom and rethink what people really want from a product or service. Until companies take this step, the customer will never be king.”
  17. 17. Don’t be unique. Be Be$er. “The real betting, they mistakenly believe, begins when they start tinkering with the margins of their offerings. But this failure to attend to the importance of delivering category benefits is one of the prime contributors to today’s continuing high levels of customer dissatisfaction, whose costs — in the form of refunds, returns, bad word of mouth, and expenditures on new-customer acquisition — are enormous. “The good news is that this dilemma presents a low-risk, high-return opportunity for most businesses. The first step...be prepared to buck the conventional wisdom and rethink what people really want from a product or service. Until companies take this step, the customer will never be king.” -MIT Sloan Management Review
  18. 18. A convenient location Coffee Cups, plates, stirrers Sugar, creamer A place to sit, maybe a table A server or cashier Pastries or sweets Open early AM Gene#c Category Benefits of a coffee &op
  19. 19. Coffee Shop vs. Starbucks Think
  20. 20. Innovate to improve the basic offer and drive the market. Coffee Shop vs. Starbucks Think
  21. 21. Lots of convenient locations Inviting surroundings Free wifi Music Local atmosphere Community presence Clean, attractive cups Designed with inspiration Coffee Predictable product Soft seating, work tables Friendly baristas Fresh pastry Consistent and reliable hours, service, and customer experience Starbucks leads in best overall combination of category benefits and drives the market
  22. 22. Lots of convenient locations Inviting surroundings Free wifi Music Local atmosphere Community presence Clean, attractive cups Designed with inspiration Coffee Predictable product Soft seating, work tables Friendly baristas Fresh pastry Consistent and reliable hours, service, and customer experience Starbucks Did you know they also feature 2000 additional products? Does it matter? leads in best overall combination of category benefits and drives the market
  23. 23. GenericCategoryBenefitsof LegalServices Professional license Legal knowledge Offices Conference area Communications Accurate bills Documents Timely filing Court appearances Educational material Understand my business Quality. Efficiency. Promptness. Courtesy.
  24. 24. #1 Reason Why Law Firm Clients Complain?
  25. 25. #1 Reason Why Law Firm Clients Complain? Law firms do not deliver on the basic category benefits
  26. 26. Top Ten Law Firm Client Complaints
  27. 27. Top Ten Law Firm Client Complaints #10 Not understanding my industry/ business
  28. 28. Top Ten Law Firm Client Complaints #10 Not understanding my industry/ business #9 The surprise bill
  29. 29. Top Ten Law Firm Client Complaints #10 Not understanding my industry/ business #9 The surprise bill #8 Inaccessibility
  30. 30. Top Ten Law Firm Client Complaints #10 Not understanding my industry/ business #9 The surprise bill #8 Inaccessibility #7 Over-lawyering
  31. 31. Top Ten Law Firm Client Complaints #10 Not understanding my industry/ business #9 The surprise bill #8 Inaccessibility #7 Over-lawyering #6 Missed deadlines
  32. 32. Top Ten Law Firm Client Complaints #10 Not understanding my industry/ business #9 The surprise bill #8 Inaccessibility #7 Over-lawyering #6 Missed deadlines #5 Not discussing strategy and recommendations
  33. 33. Top Ten Law Firm Client Complaints #10 Not understanding my industry/ business #9 The surprise bill #8 Inaccessibility #7 Over-lawyering #6 Missed deadlines #5 Not discussing strategy and recommendations #4 Not informing the client as to whom they can call when responsible attorney is away
  34. 34. Top Ten Law Firm Client Complaints #10 Not understanding my industry/ business #9 The surprise bill #8 Inaccessibility #7 Over-lawyering #6 Missed deadlines #5 Not discussing strategy and recommendations #4 Not informing the client as to whom they can call when responsible attorney is away #3 Not keeping client informed
  35. 35. Top Ten Law Firm Client Complaints #10 Not understanding my industry/ business #9 The surprise bill #8 Inaccessibility #7 Over-lawyering #6 Missed deadlines #5 Not discussing strategy and recommendations #4 Not informing the client as to whom they can call when responsible attorney is away #3 Not keeping client informed #2 Invoices for time or work not previously discussed with the client (see also #9)
  36. 36. Top Ten Law Firm Client Complaints #10 Not understanding my industry/ business #9 The surprise bill #8 Inaccessibility #7 Over-lawyering #6 Missed deadlines #5 Not discussing strategy and recommendations #4 Not informing the client as to whom they can call when responsible attorney is away #3 Not keeping client informed #2 Invoices for time or work not previously discussed with the client (see also #9) #1 Not returning phone calls
  37. 37. The promise of good service gets you in the game. But to be successful, you have to reach
  38. 38. higher. The promise of good service gets you in the game. But to be successful, you have to reach
  39. 39. Clients want their lawyers—and everyone in their law firm—to understand what matters most to them.They want to believe/feel/ know that you will provide it better than the competition. Meet and Exceed.
  40. 40. Clients are like snowflakes. Each is unique. Service means something different to each one.
  41. 41. Clients are like snowflakes. [Be careful not to projectYOUR own expectations on the client...] Each is unique. Service means something different to each one.
  42. 42. Great client service is not something that you can put on auto pilot. You are never done making things right. It is an uphill climb that requires commitment...
  43. 43. Different agendas can block exceptional client service. Top down removes obstacles.commitment
  44. 44. Be. Obsessive.
  45. 45. Be. Obsessive. Top to bottom, everyone must believe that the firm’s clients deserve great representation and service that supports it
  46. 46. Be. Obsessive. Top to bottom, everyone must believe that the firm’s clients deserve great representation and service that supports it It must be an unrelenting desire
  47. 47. Are you on your client’s team?
  48. 48. Are you on your client’s team? Do you make life easier? Or harder?
  49. 49. Are you on your client’s team? Do you make life easier? Or harder? Reports
  50. 50. Are you on your client’s team? Do you make life easier? Or harder? Reports Bills
  51. 51. Are you on your client’s team? Do you make life easier? Or harder? Reports Bills Logistics (processes)
  52. 52. Are you on your client’s team? Do you make life easier? Or harder? Reports Bills Logistics (processes) Copies
  53. 53. Are you on your client’s team? Do you make life easier? Or harder? Reports Bills Logistics (processes) Copies Scheduling
  54. 54. Are you on your client’s team? Do you make life easier? Or harder? Reports Bills Logistics (processes) Copies Scheduling Getting in touch with you
  55. 55. Top Touch Points Go the extra mile just because it is the !ght "ing to do...
  56. 56. Top Touch Points Reception Go the extra mile just because it is the !ght "ing to do...
  57. 57. Top Touch Points Reception Communications Go the extra mile just because it is the !ght "ing to do...
  58. 58. Top Touch Points Reception Communications Engagement letter Go the extra mile just because it is the !ght "ing to do...
  59. 59. Top Touch Points Reception Communications Engagement letter Giving advice Go the extra mile just because it is the !ght "ing to do...
  60. 60. Top Touch Points Reception Communications Engagement letter Giving advice Receiving their bill Go the extra mile just because it is the !ght "ing to do...
  61. 61. Do you make your clients feel safe? No surprises, please The role of the legal team The role of administration The role of support staff
  62. 62. •Businesses succeed when their people work better.
  63. 63. •Businesses succeed when their people work better. •Law firms succeed when their people work longer.
  64. 64. •Businesses succeed when their people work better. •Law firms succeed when their people work longer. •Your clients understand this—don’t let them resent you for it
  65. 65. •Businesses succeed when their people work better. •Law firms succeed when their people work longer. •Your clients understand this—don’t let them resent you for it •Your #1 goal is to earn their...
  66. 66. Face-time Off the clock... Before AND after the fact... A (ank y! means more when delivered in person…
  67. 67. Value We’re all in the business of delivering
  68. 68. Price is simply the measurement of something’s value to the client. Value We’re all in the business of delivering
  69. 69. Price is simply the measurement of something’s value to the client. • It is not profit. Value We’re all in the business of delivering
  70. 70. Price is simply the measurement of something’s value to the client. • It is not profit. • It is not cost. Value We’re all in the business of delivering
  71. 71. Price is simply the measurement of something’s value to the client. • It is not profit. • It is not cost. Value We’re all in the business of delivering Be exceptional in delivering generic category benefits
  72. 72. Your collective decisions and behaviors reveal who your law firm is and what your law firm values. Core values are not written in the “mission” statement.They are the collective actions that people associate with your law firm and ultimately become what you are known for in the marketplace. Defining, acting on, and being committed to your core values leads to exceptional benefits for fellow employees and clients. Exceptional client service is an action word... Core Values
  73. 73. 1. Deliver WOW Through Service 2. Embrace and Drive Change 3. Create Fun and A Little Weirdness 4. Be Adventurous, Creative, and Open-Minded 5. Pursue Growth and Learning 6. Build Open and Honest Relationships With Communication 7. Build a Positive Team and Family Spirit 8. Do More With Less 9. Be Passionate and Determined 10. Be Humble CoreValues
  74. 74. Our Coffee It has always been, and will always be, about quality.We’re passionate about ethically sourcing the finest coffee beans, roasting them with great care, and improving the lives of people who grow them.We care deeply about all of this; our work is never done. Our Partners We’re called partners, because it’s not just a job, it’s our passion.Together, we embrace diversity to create a place where each of us can be ourselves.We always treat each other with respect and dignity.And we hold each other to that standard. Our Customers When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers – even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about human connection. Our Stores When our customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place where you can meet with friends. It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes faster.Always full of humanity. Our Neighborhood Every store is part of a community, and we take our responsibility to be good neighbors seriously.We want to be invited in wherever we do business.We can be a force for positive action – bringing together our partners, customers, and the community to contribute every day. Now we see that our responsibility – and our potential for good – is even larger.The world is looking to Starbucks to set the new standard, yet again.We will lead. Our Shareholders We know that as we deliver in each of these areas, we enjoy the kind of success that rewards our shareholders.We are fully accountable to get each of these elements right so that Starbucks – and everyone it touches – can endure and thrive. Starbucks’ core values
  75. 75. Action Steps...
  76. 76. Get over wanting to be unique about things that do not matter to clients. Action Steps...
  77. 77. Get over wanting to be unique about things that do not matter to clients. Be obsessive about providing “generic” law firm category benefits better than the competition―it is why clients keep coming back. Action Steps...
  78. 78. Get over wanting to be unique about things that do not matter to clients. Be obsessive about providing “generic” law firm category benefits better than the competition―it is why clients keep coming back. Become the standard by which all other competitors are judged. Action Steps...
  79. 79. Jayne Navarre jln@lawgravity.com www.lawgravity.com VirtualMarketingOfficer.com [blog]

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