Customer Experience
Receive exceptional service is always an unforgettable experience. You can make a person feel appreciated. And the news of the extraordinary spread of the service soon. It 'was said to friends and family and also glorified with strangers. It may be higher than normal and take an almost mythic terms. This is particularly true when the normal things are done in unfamiliar ways.
Years ago, I had to fly to Bangkok on a business trip. After a long, try a taxi during rush hourtraffic, I finally checked into my hotel, tired and hungry. I had my luggage in the room and fell down to get some dinner. An hour later, when I returned, I had my bag packed well – Found folded shirts, pants hanging tires carefully distributed throughout the rack. Almost immediately I began to relax. I accidentally a sigh of relief.
Then I looked into the bathroom and then something I will never forget. Items from one day to another my kit is well organized bysink? and someone should really clean my brush. All chapters removed hair and shiny hair. But the coup de grace is this: to rest in the middle of the hair was a beautiful white petals fall.
After more than ten years, I can still see this picture. This is an experience – the sudden movement that goes beyond exceptional service – leaving me with a whole new understanding of what it means to be a first customer.
When I come back, and people askedThailand always tell them that the white petals on my little brush. Today, when I think of big hotels, I think of the Oriental Hotel. This is the standard that I am not all the other hotels.
In the world of business, but some consistently achieve exceptional levels of service. Studies have shown that companies that do not reach these levels share some core values and organizational characteristics.
Marketing service
There is a fundamentaldistinction between marketing a product and marketing of a service. Products are tangible. Whether it's working as a representative or not. The products can be returned or exchanged. We are able to touch and feel a product before we decided to buy it, it is rarely the case for a service.
Services are designed to be lived, not ordered from catalogs. Serv-ice is the very personal nature, and our response to them are often emotional. A service-related-ship, including a professionalprovider challenges of being an expert in the eyes.
Think of ways in which buyers perceive "value" in general. When we buy products we rely primarily on objective criteria. For products such as shampoo and radio programs, the provision of objective value rather simple. A large bottle of shampoo for the product of a small, so we have the right to pay more for the big one. A system that has multiple functions, they say, has more value thanfewer features. Characteristics of the product, quality and quantity are all critical factors in determining value. The service is much more ambiguous – and thus much more complex to define and measure.
Service There is a process, not an end
One of the reasons why service is so difficult to measure because it is so subjective. This is experiential learning – we can hear and see, but the definition is different. Maybe it's a bit 'like the Supreme Court has written about pornography: Idifficult to define, but we know that when we see it.
Truly great companies – those with the legendary status – are always striving to achieve a higher level of service to their customers. Basically these companies is the notion that the service is an endless process, guided by a particular mentality. These companies know that while you should always try to reach a higher level of service, it must be assumed that they have the highest level ever reached. There is always a higher level to continue, and Permanentsquelch even the pursuit of excellence. A company continues to achieve a high level of service, or have abandoned the pursuit. There is no middle ground.
Most businesses are built around the needs and demands of their partners. Service-driven society, is exactly the opposite is true – not because these companies are partners, a greater sense of purpose to enjoy, but because they have a greater sense of business intelligence. For them it's all for the customer. And as one might expectservices has become a way of returning to the partners. Constantly, always offering the highest level of customer service to build the types of returns, which maintains a thriving business.
There is no quick and easy recipe for developing a service-driven. There is no secret formula for the match – and beyond – the customer needs. But one of the best ways to find out how your company can provide excellent service to your customers are, paradoxically, one of the most frequently ignored listenyour customers – what the customer at the center instead of solid-centric needs.
You can be sure that the best customers are attracted by the similarity of your company – through its size and scope of its specialty. But the truth is that this is not what you think offer what counts, but what the customer experience that most of the issues.
The emotional side
Provision of a known level of service to clients who require attention and are sensitive to the emotional sidelegal problems.
Lawyers who become aware of subjective experiences clients' are able to expand the scope of the legal and practical options available to their customers, which can lead to lawyers Sers problem even better.
Old marketing model was a series of false assumptions about what concerns the decisions of people are based. Now that we know more about how the mind works, we have a unique opportunity to apply this knowledge to meet the real needs of our customers'In contrast with the needs that we just accept what they have.
In our legal training has taught us the crucial importance of words and logic. Even in the emotional frame of the process – lawyers more competent, but very in tune with the emotional reactions of the jury – in the end, almost always count on the persuasive force of logic, reason and words to win their case.
Today, neuroscience provides important insights on how people interpret information and to what extent'faith' is used to influence our decisions. Accent Lawyers' on the words is largely based on the incorrect assumption that most of our thinking takes place in our conscious mind. In fact, recent brain research that the opposite is true: As many as 95 percent of us think really happens at a subconscious level.
Remember, associations and feelings arise just below the surface of our consciousness. In response to stimuli, working our thoughts are engaged in adizzying speed, networking, sharing, distribution, fly, shake or reassignment memories, images and thoughts before the first word in an answer I ever leave our lips. Ironically, the word we're talking about is literally an after thought.
How can this knowledge to the way we communicate and treat our customers apply? We would like to believe that customers, mostly, to make decisions consciously and rationally. Some may say that they are aware of the relative merits of meditationelection, assign a value for each criterion, and then convert the information into what we call a sentence. We would certainly like to think that the way we make decisions for you! But the fact is that most decisions are made on intuitive, emotional level.
In response to an argument in court, or that a marketing campaign, even the smartest people treat their decisions under the surface of their conscious mind. In reality, words and more to do with logicjustification for an act as the basis for a.
Understand how customers select law firms. One might think that are driven by a logic – go with a big company "or choices based on professional conduct of a lawyer," but are actually using their intuition to create a very subjective decision.
When lawyers learn to think emotionally, will be new ways to communicate with their customers in the decision-making. Therefore, a service of noteclients extend the quality of personal attention to the emotional side of the problem. Lawyers who are aware of clients subjective experience 'is able to provide a range of practical and legal options for customers to consider.
"We see the same problems over and over again," a partner in a small practice, Cleveland said. "Once we know our customers through a painful moment of their lives is often our job to help them connect the dots on a personallevel. Requires that we think emotionally – more empathetic – so that we can enter the minds of our customers. But the truth is that even under the law, for a customer decision is driven more by emotion than by any other factor. "
Emotion is a strong influence on decision making, but the word is not even a close second, even if it is a general assumption that we think in words.
While the word has a central role in the dissemination of ideasWe rarely used them to think. The use of words is just too slow, and the language does not contain sufficient bandwidth is not the complexity of our thinking to accommodate ING-processes. Emotions can be both immediate and composed in a way that words can not.
The law firm recognizes the important role emotions in making their clients' decision and adapt its services accordingly, creating new opportunities for customers with higher levels of service found.
KnowledgeSharing
Professional services marketing is knowledge-intensive, relationship and intensive ship. For law firms, and especially, knowledge sharing and relationship building of two elements essential to provide quality legal representation, and they need to work together. The development of relationships with customers stems from the sharing of knowledge in a way that creates trust and security.
Unfortunately, many lawyers are reluctant to share their knowledge with customers. Some prefer to create a veil ofmystery that surrounds their work, forcing customers to view as essential – a very effective technique for a lawyer who has already succeeded in resolving a legal issue before a customer. But this approach almost always results in customers feeling insecure and vulnerable, and does not lead to that kind of trust and loyalty in the long term, that customers return.
Marketing is an empathic process. It requires that lawyers step back and become observers ofattorney-client relationship. To do this, we must detach ourselves from our beliefs and old ways of thinking. For most of us, it requires a change of perspective.
Neuro Scientists tell us that our minds thrive on finding new ways of thinking – see the relationships between the things we previously thought were unrelated, and find similarities between the different disciplines such as languages, arts or science and philosophy.
The same can be said about the nature of the change in attitudeNeed to connect feelings with marketing and sales of identity. This new combination is powerful and effective, but a part of the challenge facing us-ing them is to put our minds to get around them.
The entire range of our considerations, the very thorough, in our view, it is said to move to something when we challenge ourselves to understand the whole rather than just now a part of it.
Thought is our strength as a lawyer. But the spiritual power depends on our willingness toUnknown forms of thinking to move and expand our perspectives and new ways to solve problems to consider.
Challenging our minds, the violation of the straight and narrow limits of our categorical logic. We must look at the world of contradictions – things that are true or false, but never both. In short, we need to stop and take a fresh look at what we are doing to take, and why we do it. If we hope to determine the nature of service high, we will proposeApart from our competition and a new dimension of customer satisfaction, we need to see the customers 'needs' in ways we had not seen before.
This requires, of course, that develop new ways of thinking. It means leaving our comfort zone spiritual – not a proposal agreeable to lawyers who have spent years learning to think in this area. I do not think that it is essential if we are committed to the full extent of the market-tions.
Service on the basis of character
Actionthe character of a man is perceived as authentic, and therefore predictable. Ideally, customers will get their lawyers as people who can not be counted on almost all circumstances. Lawyers who might be responsible, careful, attentive, caring, Hon-East, industrious and reliable to attract new customers and retain existing are not counted.
The development of a law firm, on the basis of this type-inspired values of growing the business operations and promoting prosperity. Can not accessimposed from outside. It must be from the core of its leadership and grow outward. This is why building a relationship is so important to our work.
Many law firms, bar for investing in education and personal development. Mentoring is often the development of technical skills in order to limit this type of research and preparation. The development of legal fees and character, develop communication skills were devalued, and this reflects the degree of resignation and cynicism of our existingbusiness today. Ironically the company that the development of personal value, it's no wonder why there is an impressive drop in customer satisfaction.
Trust Factor
The customers see you as someone to trust? As someone who is honest with them and act with integrity? You're seen as someone who truly cares about their welfare?
What we do for our clients to reveal not only our immediate goals, but also our character.
Customers to rate our service in the firstplace – but not completely – through our actions. If our actions are considered to arise naturally from our nature that we are perceived as sincere and credible. Otherwise, too often, we can see the calculation and manipulation.
Customers trust their lawyers, if they believe in the truth of the character of lawyers'. For lawyers to learn how to serve their nature require time, effort and a commitment to personal development. Despite popular opinion, the character candeveloped and taught, especially if it is forced out of business culture and management. Thus the concept of character formation.
For most companies, but the development of communicative skills in their lawyers is simply not a priority. Yes, some companies believe that it is not necessary, if they only hire quality people.
"When we index, we see young people who have a strong sense of mission," said a partner in a company of Eastern Cape. "For our company, which means the maturity, manners and commonsentence. Sure, we want the brightest, but we refuse to compromise with nature. We will provide a non-fer, if we believe in our guts that person really can grow up to be a partner. "
Lawyers who genuinely appreciated by their customers to develop relationships with customers, the ships that the growth of alliances. On the opposite side of the spectrum are lawyers who see their task of opening and closing files. They exist in a virtual Dead Zone – a place where the personal side of customer experience is not relevant;Customers saw reduced to a simple "fact" in a number of issues that are part of a file to create a unit of income.
Somewhere along the line comes the attorney to believe that until there is sufficient revenue stream, which confirms the change in external problems (use a hammer) will be sufficient to maintain the service back. In the meantime, the parties to maintain, and hope nobody notices that they have no idea where or how the Officewill end.
Without a moral center, there can be no intention to group or management. Instead there is only "organization" in the cruise, the use of surface corrections problematic points of contact where the service and performance has fallen to an unacceptable level.
Accountability
Reflect on what it means to be responsible for your customers. When customers trust you, which means that if in particular – for you and your company?
Liability mayconsidered the process by which a company succeeds or fails to make and keep its promises. What kinds of promises? The guys who come from inspired values of society – those who come from the moral center of society – "W" on the spot.
A partner is a very clear idea of what his firm promise: "Our customers expect us to be reliable, honest and committed to their interests at all times, every time."
Take the time to just three strokes to identify customerscan count on your company provide. As an experiment, a list of these features on paper and put a couple of other people in your company to come with their list. You'll be surprised how the answers vary from person to person.
In fact, if a company can not agree on what customers need, it is likely that customers can expect. Precisely for this reason a company should decide what it means to be in service for their customers. Only with a clear understanding of its values inspiredcan be very difficult to offer customers a consistent experience with exceptional service that will long be remembered.
