Acritas’ CEO, Lisa Hart Shepherd has contributed her insights and best practice advice for delivering a concrete client experience in the newly published ‘Professional Services Marketing Handbook: How to Build Relationships, Grow Your Firm and Become a Client Champion’.
Drawing on Sharplegal research findings which canvass the views of over 2,000 general counsel every year, Lisa’s chapter, entitled ‘What Legal Clients Want’, reveals the secrets behind capturing the client’s view robustly and why marketing and business development leaders are ideally placed to bring the strategic value of client research to their law firm.
Lisa offers practical guidance to marketers on how to improve client relationships with both new and existing clients, uncovers how best to recognise and stay on top of clients’ need and expectations and shares the importance of aligning a firm’s offerings and communications with specific target audiences to win trust and loyalty, ultimately securing and growing competitive advantage.
The chapter also explains the processes that form the client-firm relationship cycle; understanding new clients, sustaining long-term relationships, dealing with failing relationships, collecting feedback from clients, building watertight brands and seeking out market intelligence to militate against risk-taking.
The Professional Services Marketing Handbook is available to order here.