Marketing for Lawyers
Strengthen client loyalty
Lesson 5
Eva Tomášková
eva.tomaskova@law.muni.cz

Question
lDo you complain to the company if you do not satisfy?


Why customers do not complain?
lthey think that complain does not help them
lit is difficult to complain
lthey have the feeling that they put businessman to inconvenience
lcompetitors offer more opportunities to solve their problem

Disappointing experience
lA single disappointing experience may not significantly reduce the strength of the business
relationship if:
lthe customer's overall perception of quality remains high,
lswitching costs are high,
lthere are few satisfactory alternatives,
lif they are committed to the relationship, and
lthere are bonds (contract, dependence, knowledge, technology etc.) keeping them in the
relationship.

7 steps for customer satisfaction
lPrefer Face-to-Face Dealings
lcustomer finds easier to relate to and work with someone they've actually met in person, rather
than a voice on the phone or someone typing into an email
l
lContact customers about news as soon as possible
lIt is necessary to keeping customers informed and to respond to messages promptly
l
lBe Friendly and Approachable
lkeep a clear head, respond to customers' wishes as best is it possible, and at all times is
necessary remain polite
l
lHave a Clearly-Defined Customer Service Policy
lclearly defined customer service policy is going to save a lot of time and effort in the long run
l
lAttention to Detail
l(e.g. send a Happy Birthday email or card from a company) It shows the care about customers - the
customers feel welcomed, wanted and valued
l
lAnticipate Customer's Needs
lcustomer is heartily impressed, and remarks to his/her colleagues and friends
l
lHonour Promises
lwhen somebody promise something, he/she should to deliver. The most common example here is project
delivery dates

Task
lChoose 3 the most important top ways for lawyers to increase client satisfaction


Customer loyalty 1
lquality of a product or service leads to customer satisfaction, which leads to customer loyalty,
which leads to profitability
l
lThe service quality model
lcustomer satisfaction is first based on a recent experience of the product or service.
lThis assessment depends on prior expectations of overall quality compared to the actual
performance received. If the recent experience exceeds prior expectations, customer satisfaction is
likely to be high.
lCustomers are said to have a "zone of tolerance" corresponding to a range of service quality
between "barely adequate" and "exceptional."

Customer loyalty 2
lCustomer loyalty is determined by three factors:
lrelationship strength (CRM)
lperceived alternatives and
lcritical episodes
l
lThreats:
lthe customer moves away from the company's service area
lthe customer no longer has a need for the company's products or services,
lmore suitable alternative providers become available,
lthe relationship strength has weakened,
lthe company handles a critical episode poorly,
lunexplainable change of price of the service provided

5 Ways to Build Customer Loyalty
Rocklin Attorney Terry L. Gilbeau, The Law Offices of Terry L. Gilbeau
lListen up
lEven if you can’t meet their needs or don’t know the answer to their question, always listen. If
they see you are actively listening they will know you care about them and value them as a
customer. Simply listening to them has a big impact on loyalty.
lProvide help
lMost customers need help with something from time to time. This goes along with listening to them,
but if you can, help them out with whatever it is that they need. They will always remember that
you helped them, which shows you care.
lLearn names
lGet to know as many customers by name that you can, and then use the names.
lGive something
lWhether it’s a free product, service, a discount, or a customer appreciate day with free donuts,
they will feel you care about them.
lBe consistent
lOne of the easiest ways to earn loyalty is to consistently give your customers what it is that
they want. If they show up each week to buy a particular product and you stop carrying it, you may
lose those customers.

Advantage of customer loyalty
lkeeping existing customers is less expensive than acquiring new ones:
lThe cost of acquisition occurs only at the beginning of a relationship.
lLong term customers tend to be less inclined to switch and tend to be less price sensitive.
lLong term customers may initiate free word of mouth promotions.
lIncreased customer satisfaction and loyalty makes the employees' jobs easier and more satisfying.
Happy employees feed back into higher customer satisfaction.

Task
lAre you loyalty customer?
lChoose one company which products you still prefer. Why?
l
l
l

lWhy is it necessary to have satisfied customers?
lHow is it possible to measure of customer satisfaction?
lWhy customers do not complain?
Conclusion