Marketing for Lawyers
Expectation of clients
•Eva Tomášková
•eva.tomaskova@law.muni.cz

Customers want
lif we compare customers from twenty years ago to customers nowadays, we'll find that today,
customers want more.
l
lCustomers want:
lfaster service,
lmore convenient service,
lmore flexibility in things like payment plans and options,
lless time waiting in lines,
ltheir problems solved almost immediately.

Expectations x wants
lWants – customer want to solve his problem lExpectations are formed from customer experience in
the marketplace.
l

Question
lWhat expectations are you from the standing in the Czech Republic?
lAre you satisfied?
l

Expectations
lPast experiences
lWord of mouth
lCustomers needs and wants
lRisk perceived
lPrice
l

Kano model
•Very dissatisfied
•Non reached
•Reached
•Rate of reach
•Very satisfied
•Expectation
•Sweetie
•
•Necessity
•Customer Satisfaction
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•
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Task
lDescribe your experiences about customer satisfaction. Present necessity, expectation and sweetie
on a product. lWhat could be necessity, expectation and sweetie at offering of legal services?

Perceptions
lInformed by total experienced
lAspect that can be managed by a company:
lOfferings
lService delivery
lAppropriate arousal level
lCost
lAspect that can be influenced by a company:
lCustomers´ needs met in the company
lImportance of the experience to the customers
lThe amount of risk the customer perceives is involved
lAspects that cannot be influenced by a company:
lPre-experience events (e.g. Transport)
lCustomers´mood
lCompanions (e.g. Argumentative)
lPost-experience events (e.g. Meal in restaurant on the way home)
l

Customer Value
lCustomer Value:
lProduct elements
lQuality
lPrice
lTime
lInnovation
lEmotional elements
lCustomer Relationship
lCustomer Services
lImage of the company

Customer delivered value
Výsledek obrázku pro customer value model


https://i1.wp.com/businessoverbroadway.com/wp-content/uploads/2013/01/Business-Growth-Depends-on-3-
Types-of-Loyalty.png


Barriers of customer orientation
llittle emphasis on customers
lunsuitable corporate culture
lattitude of employees
lorganizational barriers
lno offer of customer services
lbarriers in communication

lExplain Kano model.
lWhat customer value involves?
Conclusion

Promotion - spots
lhttps://www.ispot.tv/ad/7IvZ/lawyers-group-been-hurt?autoplay=1
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lhttps://www.ispot.tv/ad/w6vB/1-800-law-firm-mesothelioma?autoplay=1
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lhttps://www.ispot.tv/ad/7Jf3/avvo-when-you-need-a-lawyer?autoplay=1
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lhttps://www.ispot.tv/ad/wyl4/legal-help-center-listen-up
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lhttps://www.youtube.com/watch?v=EWNsC519wjw
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lhttps://www.youtube.com/watch?v=6TGH-5Nhyak
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lhttps://www.youtube.com/watch?v=Hr5_Me06z5g
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l

lChoose from Internet the best one spot for legal services (law company).
Task for next lesson