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PM Forum - Toronto
Developing a culture of outstanding client service
As clients shop for more cost-effective arrangements from their professional firm suppliers it is more critical than ever for firms to develop a culture of outstanding service if they want to protect their client base.
The PM Forum Toronto Chapter addressed just that issue with an elite panel at its February 2010 meeting for a packed house.
Wryly and capably chaired by Heather Suttie, a law firm consultant, the attentive audience heard the views of Lynette Horton, Senior Manager within Deloitte’s Quality and Risk Management team, Simone Hughes, CMO and National Director Business Development at law firm Borden Ladner Gervais LLP and Mona Lee a consultant with Greenwich Associates.
Suttie set the stage quoting from several studies which report that in the legal arena the vast majority of General Counsel are never asked what they think of service levels. That’s a problem said Hughes, “It is imperative to seek client feedback – it leads to better retention rates and revenue growth.” Lee added that client feedback leads to market intelligence otherwise not available. “Clients like to help their firms” said Horton and added “client feedback helps us solve problems and build better relationships.”
Acknowledging that professionals are generally fearful of asking what clients think Horton said the solution is to “develop the program jointly with key players to reduce potential objections.” Hughes agreed and advocates starting small to build credibility. “Make the program transparent and make sure everyone knows the results” she urged. “Eventually partners will see the value in retention and opportunity and be proactive and ask to have their clients’ views sought” she added.
The panel addressed methodology and in general observed that the wrong approach could ensure that the results lack credibility and generate irritation with professionals. Hughes offered “Use the best approach for the target sample”. Lee delineated the choices: in person, electronic, telephone, in-house, outsourced and choosing the right sample and questions and said all feedback programs should include qualitative and well as quantitative elements. She sees a possible new trend – doing client feedback programs for targeted prospects as a door opener.
The panellists agreed that having obtained client feedback it is critical to act. Lee had the last word “Communicate the good and the bad to everyone and that includes participants, and then act on your findings.”
Brian Cope
Promarc Consulting Group Inc.
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