Last week I had the honour of presenting a paper at the annual LawSouth conference on Achieving extraordinary client engagement. Here is a summary of the main points raised by the speakers:
Julian started his talk with quotes from “The age of client” from Lexis-Nexis Bellwether Report 2015 http://businessoflaw.lexisnexis.co.uk/download-the-bellwether-report-2015/ which showed that despite 80% lawyers thinking that they provided excellent or above average service, only 40% of private clients agreed. The importance of speed and responsiveness were again highlighted.
He described an interesting case study of HCL (global technology services) which, counter to much management thinking, puts staff first rather than clients first. The thinking being that if staff are happy, empowered and productive they will deliver exemplary service to clients.
He also looked at the customer service practices of leading consumer brands – including Starbucks which advises its people to “create inspired moments in the customers’ day” and to “Anticipate. Connect. Personalise, Own” the customer experience.
The audience were encouraged to consider “wow” service and to spend a day in the life of their customers and clients. He noted the Simon Sinek TED talk on working inside-out with “Start with why” https://www.youtube.com/watch?v=sioZd3AxmnE.
He summarised with the three pillars of client service:
- Customer interaction
- Autonomy to go above and beyond
“Customer service: multiple touch points over time which result in a real relationship feeling” was the starting point for Tim.
He urged members of the 60-strong audience to consider how well their investment in customer experience training, satisfaction monitoring and client listening was serving them.
Research from Altman Weil 2014 research was examined – particularly the result that 43% of chief legal officers planned to increase their in-house workforce. And from the 2015 research that 67% of law firms anticipate losing business to corporate law departments. He asked us to explore the challenges of providing different levels of service depending on what the client was prepared to pay and their perceptions of value. He asked why lawyers found it so difficult to ask clients “How much are you willing to spend?”
He then went on to consider forecasts that suggest that 80% of the personal injury market will be dominated by five businesses and the other impacts on the consumer legal market by ABS firms. The threat posed by Saga Law (2.7 million customers, 1.7 million product sales, 95% retention and 6 million previous clients in the community) was considered too. The forecast that the legal mid-market would consolidate from 1200 to 130 firms raised some eyebrows.
After asserting controversially that “business is an art and unpredictable”, Rupert covered four topics:
- People – Professionals are a particularly difficult group to manage (with interesting references to imposter syndrome)
- Firms – The differences between “things” businesses and “thoughts” businesses
- Growth – Achieving the right balance between leadership and management
- Performance – Management and client service can get in the way of professionalism and efficiency can get in the way of integrity
He argued convincingly that in recruitment, attitudes matter more than skills and considered the value in engendering “a culture of disobedience”.
Digital or not, psychology matters for client engagement – Kim Tasso
For the final session, I explored the human experience underlying the customer experience and considered how the latest developments in psychology and neuroscience might support exemplary client engagement.
Themes explored included emotional intelligence, personality and other personal and style differences, managing emotions and conflict and a deeper look at the role of non-verbal communication and active listening.
I prepared a separate blog post with more detail of the content and the results of the group work here: http://kimtasso.com/psychology-neuroscience-and-client-engagement/
Throughout the conference, brilliant artist Chris Skipton http://www.chrisshipton.co.uk/ sketched the main themes in each talk and these were distributed after the event.
- Lawyers finally start considering an holistic approach to serving their clients
- What can I do to beat stress?
- How do I cultivate a culture of good client relationship management?
- How do I ensure a successful sales meeting?
- What is a value proposition or USP - and how do I create one?
- Reflections on Managing Change and Leadership (with book list)
- It’s all in the mind? – Getting to grips with psychometric testing
- Book Review – “Share this – the social media handbook for PR professionals”
- Top tips on the psychology of persuasion
- Nine Ideas for Better Conflict Management
- Psychology and Coaching
- Relationship Management
- Selling Skills for the Professions
- Psychology and Human Nature
- Book review: “How to win friends and influence people” by Dale Carnegie – Still a valuable guide
- How can a lawyer become more effective at business development?
- What is emotional intelligence (EQ) and why is it important?
- Book Review: Emotional Intelligence 2.0 by Travis Bradberry and Jean Greaves
- We’re all change managers in professional services
- Book review: “Leadership transformed – how ordinary managers become extraordinary leaders” by Dr Peter Fuda
- Marketing Executives develop empathy in seeing things from the fee-earners' perspective
- Seven takeaways from a coaching skills course (2014)
- Career coaching and counselling – with Kim Tasso
- Key challenges when developing and sustaining your private client practice
- Book review: Effective client management in professional services – How to build effective client relationships by Jack Berkovi
- Property marketing case studies – Relationship management at DTZ, GVA, JLL, Knight Frank and Savills
- Accountancy marketing case studies – Strategy and relationship management at BDO, Grant Thornton and RSM International
- Legal marketing case studies – Strategy and relationship management at Bird & Bird, DLA Piper, Mills & Reeve and Obelisk
- Future Marketing Managers need some Finnish “Sisu” or Japanese “Ganbaru” for success
- Client Relationship Management (CRM) for local government lawyers
- Legal market research – Brand promises and service realities 2017/18 by Nisus Consulting
- Intercultural working - some insights
- Client Experience Management CEM – Two research reports
- How can I improve my persuasion skills?
- Importance of Client Experience Management (CEM) - PM Forum conference report 2016
- The psychology of price
- Seven insights into client care and service excellence
- New lead generation and intelligence system for targeting high net worth private clients – An overview of NETZ
- Client Experience Management CEM – Lessons from John Lewis and other consumer services (Law Society Law Management Conference 2017)
- Accountancy marketing case study – Manufacturing and engineering benchmarking thought leadership at MHA
- Marketing to the elderly – for lawyers and accountants
- Leading a surveyors’ practice – Eight insights into leadership in property
- Internal relationships – 60 ideas to help marketing professionals forge stronger relationships with lawyers, accountants and surveyors
- Private client marketing - Competing in the digital era
- Satisficing or satisfying? – Take care with client care and relationship management
- What is neuro linguistic programming and how might it be useful to me?
- Legal sector research: Highlights from “The Age of the Client” by LexisNexis
- How can non verbal communication (body language) improve my marketing and personal effectiveness?
- Visual identities, colours and hedgehogs
- BOOK REVIEW: Mastering story, community and influence: How to use social media to build your tribe By Jay Oatway
- 101 uses for a dead PI lawyer? Renew, redirect, redundancy, redeploy, respray
- Four insights from developing a private client practice – Analysis, Objectives, Targeting and Internal Communication (June 2016)
- Book Review: Hypnotic Writing – How to seduce and persuade customers with only your words By Joe Vitale
- Coaching and Mentoring
- Seven top tips for conflict management and negotiation
- Developing a private client practice – 10 insights (July 2017)
- Legal market research – The Lawyer’s In-house Attitudes Report
- Client feedback – Legal and accounting client feedback from Aframe, Argus Media and Santander (October 2015)
- Legal marketing case study – Royds Withy King private client wealth proposition and new product Life Safe®
- Private client marketing – Five thoughts from heads of department (2017)
- A strategy for developing more private client work
- 25th Professional Marketing Forum Conference Report – ABM, redesigning M&BD teams, award-winning campaigns, persuasion, client feedback and ROI
- Legal market research – LexisNexis Bellwether 2016 report highlights
- How do I deal with difficult partners?
- How can I improve my cross cultural communication?
- There’s a real person behind that Persona
- Three important legal sector research results
- What is NLP (Neuro Linguistic Programming)?
- Improving referrer management in the professions – research into referrer relationships
- Where do I start? Business Development for Lawyers (MBL Private Client Training July 2015)
- Legal marketing case study – Clark Hill redesigns its marketing and BD team
- Psychology, neuroscience and client engagement
- Psychology and business communication: An introduction to Transactional Analysis (TA)
- Seven thoughts on private client marketing (June 2015)
- Integrated marketing – Joined up sector, KAM and CEM programmes
- Back to basics – The importance of segmentation and personas
- 10 practical tips for fee and price negotiations
- Conference report: “You haven’t heard it all before” Professional Marketing Forum conference September 2019 (Innovation, procurement, campaigns, creativity, assertiveness)
- Law Society legal market research 2016 – The future of legal services
- Getting to grips with Instagram marketing in professional services
- LawBid - New matchmaking service for individuals and businesses seeking lawyers (outsourcing legal marketing)
- Book review – Advanced Marketing Management: Principles, skills and tools by Nikolaos Dimitriadis, Neda Jovanovic Dimitriadis and Jillian Ney
- Book Review: “The small big – small changes that spark big influence” by Steve J Martin, Noah J Goldstein and Robert B Cialdini (persuasion science)
- Rainmakers and Trailblazers – Business development for lawyers