The Client Experience
Receiving exceptional service is always an unforgettable experience. It can evaluate a person is feeling. And news of exceptional service is spreading fast. It's about talking to friends and family and even glorified the stranger. It can go beyond the normal, and take on an almost mythical figure. This is especially true when ordinary things are done in an extraordinary way.
Years ago, I had to fly to Bangkok on business. After a long and tried by taxirush-hour traffic, I finally checked into my hotel, tired and hungry. I left my luggage in the room and went downstairs to get something to eat. An hour later, when I returned I found my luggage unpacked neatly folded shirts, hung up pants, ties carefully strewn along the shelves. Almost immediately, I began to relax. I instinctively felt relieved.
Then I looked into the bathroom and saw something that I will never forget. The items from my kit was a beautiful night arrangedby the sink? and someone had actually brushed my hair brush. All the strands of hair had been removed, and shone the bristles. But was the coup de grace: peace in the middle of the bristles was a beautiful white petal.
After more than ten years, I can still picture. These one-experience this unexpected gesture, an excellent service, I was left with a whole new understanding of what it means to be a customer first.
When I go home andPeople asked about Thailand, I always told that the small white petal of my hairbrush. Today, as I think, to think of the big hotels, I of the Oriental Hotel. It is the yardstick by which I judge all other hotels.
In the world of business to reach only a few consistently outstanding level of service. Studies have shown that companies that these values do not share some basic values and organizational guidelines to achieve.
Marketing Service a
There is a fundamentalDistinction between marketing a product and marketing of a service. The products are tangible. They work either as present or not. The products can be returned or exchanged. We can touch us and feel the product before we decide to buy, this is rarely the case with a service.
Services are to be seen, are not ordered from catalogs. Serv-ice, are deeply personal in nature and our response to it is often emotionally driven. A service-relation-ship, especially a professionalService relationship, the challenges of the vendor to an expert in the service of man.
Think you perceive the ways of the buyers 'value' in general. When we buy products that we rely primarily on objective criteria. For products such as shampoo and stereo systems, the determination of objective value is fairly simple. A large bottle of shampoo product supplies more than a little, so we are justified in paying more for the large ones are. A stereo system that has more features, is more valuable than one that includesfewer features. Product features, quality and quantity are all critical factors in determining the value. Service is far more nebulous and is therefore much more difficult to define and measure.
Service is a process, not an end
One reason service is so hard to measure because it is so subjective. It is experience, we can see and feel it, but the definition is another matter. Maybe it's a little like what the Supreme Court said about pornography:It may be hard to define, but we know it when we see it.
Truly great company with the legendary status are always striving to reach higher levels of service to their customers. Fundamental to this undertaking is the understanding that service is a never-ending process being driven by a special spirit. These companies know that while they always have to try to reach to higher service, they can never assume that they have achieved the highest level. There is always a higher level to aspire to andcrush was still striving for excellence. Either a company continues to achieve higher service levels or she has given up the pursuit. There is no middle ground.
Most companies focus on the needs and desires of their partners. For service-oriented company, is exactly the opposite is the case not because these companies have partners to enjoy a higher sense of purpose, but because they have a higher sense of business smarts. For them, everything revolves around the customer. And how do yoube expected, have the advantages of a sort of return to the partners. Always consistently deliver higher performance for customers to build the kinds of returns that a company can be successful.
There are no quick and easy recipe is always a service-oriented company. It is no secret formula for meeting and multi-needs of your customers. But one of the best ways to find out how your company can provide exceptional service for your customers, strangely enough, one of theoften ignored: listen to what your customers need as a client-centric rather than firm-centric.
You can be confident that your best customers are attracted by the size of your company were by their size or their choice of specialties. But the truth is that it is not what you think that you offer that counts, but what the customer experience that most issues.
The emotional side
Providing a prestigious level of services for customers to payAttention and sensitivity to the emotional side of legal difficulties.
Lawyers to draw attention to the subjective experience of the customers are in a position to the extent of the legal and practical possibilities for its customers, which can expand as a result getting better and better problem solvers, lawyers.
Old marketing models have been a number of false assumptions about the rests which affects human choices. Now that we know more about how the mind works, we have a unique opportunity to apply theseKnowledge to support the goal of meeting our customers' real needs to the needs that we can only assume that they have refused.
In our legal education, we are taught, the paramount importance of words and logic. Even in the emotional attitude of the trial, the most qualified lawyers, while highly tuned to the emotional reactions of jurors, ultimately almost always win on the persuasiveness of the logic of words and reason their cases.
Today, neuroscience is providing important insights into the wayPeople interpret information and the degree to which "thinking" is used to influence our decisions. Lawyers' emphasis on words is based largely on the false assumption that most of our thinking takes place in our conscious mind is based. In fact, recent brain research shows that is precisely the opposite is true: As much as 95 percent of our thinking is actually made at the subconscious level.
Our memories, associations and emotions occur just below the surface of our consciousness. InResponse to stimuli, our thoughts go diligently continues at a breathtaking pace, the networking working, sharing, distribution, combining, mixing and rearranging memories, images and thoughts, before the first words of the reaction always rely on our lips. Ironically, the words we speak are, are literally an afterthought.
How can this knowledge to the way we communicate and to be used with our customers? We want to go out, you assume that people consciously make for the most part, decisions, and rational. That is,that they are aware of the relative importance of the choice consider assigning a value to each criterion, and then convert that information into a so-called appeal. We would safely assume that the decisions taken, as we ourselves! But the fact that most decisions are at the intuitive, emotional level.
Whether responding to an argument in the courtroom, or a company's marketing campaign, even the smartest people make decisions in the process of their surfaceConsciousness. In reality, the words and logic have more to do with it, to justify a decision to form the basis for this book.
Think of how people choose law firms. They may think they are guided by the logic of going with a big company "or the selection on the basis of" a lawyer's professional conduct, "but really they are just their intuition to make a highly subjective-decision.
When the lawyers think, to learn emotionally, they will find new ways to communicate with their customers to theDecision-making level. Therefore offers a prestigious level of service to customers means the extension of the quality of personal attention given to the emotional side of problem-solving. Lawyers, the attention to subjective experiences of the customers are able to examine a broad scope of practical and legal possibilities for its customers to offer.
"We see the same problems over and over again," a partner in a small Cleveland practice below. "If we know that our customers are located in apainful time in their lives is our job to help them, often in connection to connect the dots on a personal level. This requires that we think are emotionally sensitive, so that we get into the minds of our customers. But the truth is, even in the context of law, a client's decision-making process more strongly determined by emotions than by any other factors. "
Emotion is a stronger influence on the decision process, but words are not even in second, though it is ageneral assumption that we think in words.
While, therefore, play a central role in communicating ideas, we use them rarely think about. With words is just too slow, and does not contain language sufficient bandwidth to the complexity of processes in our opinion space. Emotions can both instantaneous and complex in a way that words can not be.
The law firm that recognizes the important role emotions play in the decision processes of its customers and provides its service is in accordanceSearch for new ways to provide customers with ever higher levels of service.
Knowledge Sharing
Professional services marketing is both intensive and knowledge-related. For law firms, in particular, knowledge sharing and relationship building are two essential elements for providing quality legal representation, and they must work together. Development of client relationships comes from the exchange of knowledge in ways that build trust and confidence.
Unfortunately, many lawyers are reluctant to share their knowledge with customers. Some prefer to create a shroud of mystery around their work, forcing customers to them as indispensable an especially effective technique for a lawyer who is already successful in the solution before a legal problem for a customer. However, this approach almost always feel insecure people and vulnerable, and it does not lead to the kind of trust, loyalty, that in the long run,make return customers.
Marketing is a sensitive process. It assumes that lawyers step back and observers to the attorney-client relationship. We must separate ourselves from our own beliefs and old ways of thinking. For most of us, this requires a shift in perspective.
Neuroscientists tell us that our minds see thrive on exploring new ways of thinking about relationships between things that we have previously assumed independent and find common ground betweenvarious disciplines such as language and the art or science and philosophy.
The same is necessary for the kind of shift in thinking about emotions that connect with marketing and marketing with identity. These new combinations are to be efficient and effective, but some of the challenges in us-ing is to first get our heads around it.
The entire range of our thinking, the very depth of our perception, will relocate, if we understand the challenge to allwhich is not only our close part of it.
Thinking is our strength as lawyers. But true mental strength depends on our willingness to understand different types of considerations, move and expand our perspectives and to consider new approaches to resolve problems.
Challenging means our spirit, the linear and narrow confines of its own categorical logic break. We need to look at the world of opposites, things that are either true or false, but never both. InIn short, we need to stop and take a fresh look at what we do and why we take it to do. If we take the kind of high-level service is set apart to offer us from our competition and provides a new dimension of customer satisfaction hope, we must see to the needs of customers in a way that we have not yet seen.
This presupposes, of course, that we develop new ways of thinking. It means you are leaving our mental comfort zone, not a pleasant set of lawyers for years to learn how to thinkthis zone. But leave it is important when we consider the full range of market-ing process are required.
Service Based on Character
Action, which comes from a character that is perceived as authentic and therefore predictable. Ideally, customers will come to their lawyers as people who can be counted on to know under almost all circumstances. Lawyers who are on, to be responsible, attentive, caring, sensible, hon-est, industrious and reliable to win new customers and keep, will be countedexisting ones.
The development of a law firm on the basis of these kinds of values to be inspired, what is driving business growth and promote prosperity. However, signs can not be imposed from outside. It is formed from the core of the leadership of the company and grow outward. Therefore development of relationships is so important for our work.
Many firms are reluctant to invest in education and personal development. Mentoring is all too often limited to the development of technical skills, such as research and development.Development of communication for lawyers and character development of skills has been devalued, and this reflects the degree of resignation and cynicism that today in our profession. Ironically, the same companies that do not ask emphasis on personal development, why it occurs a surprising decline in customer satisfaction.
The Trust Factor
Did you see people as someone they trust? As someone who is honest with them and acts with integrity? Are you seen as someone who really care areabout their well-being?
What we do for our clients is reflected not only our immediate purposes, but also our character.
Measure our customer service primarily but not entirely by our actions. If our actions are perceived, of course, arise from our nature, then we are perceived as honest and trustworthy. If not, which all too often the case, we can appear calculating and manipulative.
Customers trust their lawyers, if they believe in the truth that the lawyersCharacter. To learn for lawyers who need to serve their nature of time, effort and a commitment to individual development. Despite the widespread opinion, character developed and learned, especially if it is forced to en-culture of the company and leadership. Thus, the term refers character building.
For most companies, however, the development of communication skills in their lawyers is simply not a priority. In fact, some companies believe that it is not necessary if she simply quality hirePeople.
"If we win we find young people who have a strong sense of purpose," said a partner in an East Coast company. "For our company this means, maturity, morality and common sense. Sure, we want the best minds, but we refuse to compromise on the character. We give an of-fer, if we believe in our gut that people really grow can be a partner in life. "
Lawyers who develop truly valued by our clients to grow client relation-ships in alliances.At the other end of the spectrum, lawyers who are considered their job opening and closing files. They exist in a virtual dead zone, a place where is not the personal side of the client 's experience was necessary because the client was just another "fact" in a number of questions of membership of a file, resulting in an unit of revenue reduced.
Somewhere along the line these lawyers have come to believe that as long as sufficient cash flow to adopt and amend the roadProblems (application of the hammer will suffice) in order to keep declining service in check. In the meantime, the partners maintain the partnership and hope that nobody notices that they have no idea where the company is or how it will end.
Without a moral center, it can no group intention or direction. Instead, there is only the "organization" on cruise control, superficial fixes that please a problem, contact points, where service and performanceunacceptable level.
Accountability
Think about what it means for their responsibility towards the customer. When customers place their trust in you, what does that mean specifically for you and for your company?
Accountability can be described as the process by which a company could not make either succeeds or keep their promises and to be considered. What kinds of promises? The types that come from the company's core values inspire those who come from the moral center of the company, the "V" on the spot.
A partnerhad a very clear idea of leaving what promises to his company: "Our customers are on us to use, reliable, honest and very committed to their interests all the time, every time."
Take time to enable them to leave only three traits, the clients in your organization to identify supply. As an experiment, a list of these features on paper and ask a few other people come into your company with its own list. You'll be surprised at how their responses vary from person to person.
Consider this: If aCompanies can not agree on what should expect their customers, chances are, neither can their customers. That is exactly why a company needs to define for themselves what it means to be in the service of their customers. Only with a clear understanding of their values-inspired hope for a firm to offer customers a consistent experience of the exceptional service that they remember a long time.
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