I Wont Tell My Lawyer but I Will Tell You

A general counsel of a large international consulting firm told us about his experience talking to an interviewer who had called to discuss his satisfaction level with his outside law firm. He had been using the services of a "high end, expensive" law firm out of New York.

We asked if the interview questions allowed him to speak about all the issues that were on his mind regarding his relationship with his lawyers. His response was, "There were many small things that had been bothering me about our law firm but none that I thought were big enough to discuss with them. This interview allowed me to get some things off my chest."

That's interesting, but his next comment floored us. "I know now if those issues had gone unchecked I may have gotten to such a level of annoyance I would have shopped for another law firm." That's pretty explosive. In other words, if his high- priced law firm had not taken the initiative to determine the loyalty levels of their key clients, they wouldn't have known about accounts that were silently in jeopardy.

He told us he would not have responded to a traditional survey!

When we talk to our clients' customers, we know we must ask the questions that allow the customer to respond with information that will be of value to our client. In the previous story, the upper management in the law firm can now act on information that's of significant business value. We won't argue, by the way, that they used the most effective method of gaining real information about what resides in the heads of their customers. People respond well to personal interviews using open-ended questions that allow them to use their own words. It's those very words and thoughts that must be captured, not the responses to questions created by survey designers.

Speaking of surveys. If your company surveys your customers regularly, don't be mislead into thinking that you understand what is in the heads of your customers. There is a difference between gathering information and allowing people to vent, which requires specialists (like Davis, Kingsley & Company).

Surveys collect point-in-time responses using pre-determined answers. However, it's difficult and sometimes impossible to find out how to improve business performance in any area. You might get information about what's broken but unless a company lets customers express their own thoughts, they won't have solid information on what and how to improve things. Surveys have limits on the value they can offer. Upper management should know this.

The "high-end law firm from New York" dodged a bullet by finding out what's in their blind spot. The cost of not asking or not knowing could have lost them a great deal of business. Ask the right questions, allow customers the freedom to speak their mind and analyze their feedback to be of solid value to make improvements.

Does your firm have a process to capture what resides in the thoughts and minds of your key clients? Can you afford to leave it unattended?

Darcie Davis, President of Davis, Kingsley & Company is a management consultant, speaker, author and trainer. She works with companies to secure genuine feedback from their clients before advising them on strategic decisions about sales, marketing, and operations. Her advice will keep your clients out of the jaws of the competition.

Learn more about Customer Satisfaction and Feedback Programs offered by Darcie and her firm at http://www.DavisKingsley.com

---

Responding to Complaints

It's possible that in the course of your business dealings,... Read More

Handling Difficult Customers - 8 Strategies

In any business our customers are one of our most... Read More

Keeping Clients Happy Keeps them Coming Back

Whether you are a seasoned small business professional, or you... Read More

5 Golden Online/Offline Business Rules To LIVE Or DIE By

Whether online or off, if you plan on running or... Read More

How to Retain Your Customers the Dish Network Way

Customer retention is vital to a business. If you cannot... Read More

CEM Can Improve Customer Loyalty

'A 5 percent increase in customer retention increases profits by... Read More

Customers Who Rave About You and Your Service

According to customer service studies by marketing gurus of the... Read More

Should I Have My Company Mystery Shopped?

I wish I had a nickel for every time someone... Read More

Find Out Where Your Firm Stands in Today?s Customer

Looking For Ways to Improve Sales and Customer Relationships?Find Out... Read More

How to Win the Hearts of Your Customers and Friends

Those of us doing business over the internet have to... Read More

Treating the Customer Dissatisfaction Epidemic: How to Go Beyond Simply Masking the Symptoms

Corporations in every sector are spending more than ever before... Read More

Take Care of Yourself Before You Take Care of Your Customer

One of the most important questions people ask when they... Read More

Are You Giving Your Customers Enough Reasons To Return To Your Business?

Good customer service just isn't enough anymore in the marketplace... Read More

Dealing with People - Words to Avoid

You probably realise how the wrong tone of voice and... Read More

Five Tips to Calm Cranky Customers

1. Tis the SeasonRecognize that everyone is frazzled during the... Read More

Foolproof Customer Service Strategies (That Only A Fool Would Try!)

Ever notice how customer service varies from store to store?... Read More

The Importance of Good Customer Service

Do you have good customer service? Even for your free... Read More

Making The Most Of Newsletters

Newsletters can be wonderful tools for communicating with your customers... Read More

Who Says the Customer is Always Right?

We all know the old adage, "The Customer is Always... Read More

Doors by Catering to Your Clients

Clients? they are the most important influence in the success... Read More

11 Moments of Truth

These moments come when a customer or client?1. Hears someone... Read More

To Complain and Win! - My Personal Recipe

Prime directive: Make sure your claim is reasonable! Otherwise, forget... Read More

Customer Service, the Internets Primary Neglected Business Concern

Customer service is everything to a business. Just look at... Read More

What Every Manager Should Know About Seeing the World from Where the Customer Is Standing

It is important to remember that the customer doesn't necessarily... Read More

The History of CRM -- Moving Beyond the Customer Database

Customer Relationship Management (CRM) is one of those magnificent concepts... Read More

CRM - Its Relevance

In today's demanding economy, the first line of any business... Read More

When a Customer Has Done Everything to Get Your Goat

You try to make your customers happy. You sincerely WANT... Read More

Your Number One Asset

Customers put you in business, keep you in business, and... Read More

And The Difference is... Attitude

I returned a rental car at an airport yesterday. As... Read More

Over Delivering Provides Big Results

Over promising is a problem only when you under deliver.... Read More

Finding Out Why a Potential Customer is Calling On You

Our challenge as the business owner/sales person answering the telephone,... Read More

Raising The Bar For Online Magazine Subscription Services And Customer Service

After years of flying below the radar in the magazine... Read More

Over Deliver - The Key to Customer Satisfaction

Client satisfaction starts with meeting or beating the contractual obligations... Read More