Market Penetration Research: The Corporate Counsel Perspective
By: Merry Neitlich - Published in: "Find Law"
Many law firms overlook the need to understand and implement the wants and needs of potential and current clients. Market penetration research is simply a process of discovering those wants and needs through an interview conducted by an outside source. It also goes a long way toward determining how companies react to individual law firms marketing techniques
How to Pick Your Clients' Brains
By: Anne Gallagher and Merry Neitlich - Published in: "Worldlaw Business"
Client feedback programs often strike fear in the hearts of law firms. But the truth of the matter is that they often lead to better service and more business. Clients start searching for new legal counsel when they are not COMPLETELY satisfied. Whether it be a particular partner, a paralegal, the billing format, or the length of time it takes to return phone calls, it is essential to discover and fix the problem then let it sit.
Using the Voice of the Client in Developing Marketing Strategy
By: Merry Neitlich and Anne Gallagher - Published in: "Strategies"
Using client feedback to shape and direct a marketing plan should be one of the first steps for any firm embarking on a branding exercise. But more often than not, law firms overlook this crucial step. The firms who seek out client feedback are rewarded by clear road signs to guide their marketing path. Whether the feedback is gathered formally or informally, it will provide useful information for the future of your firm.
In the Trenches... Success Versus Failure in the Practice Group Planning Process
By: Merry Neitlich - Published in: "Of Counsel"
Developing specific marketing strategies for a practice group as opposed to the entire firm can be both meaningful and beneficial. Yet some practice group marketing plans fail where others succeed. There are specific steps that can be taken to insure your marketing plan is not only a success, but also applies to your groups’ values and industry needs.
Market Segmentation Can Enhance Your Marketing Program
By: Merry Neitlich - Published in: "Marketing For Lawyers"
Market segmentation is the process of identifying clients and prospects with similar needs, wants and purchasing behaviors as your firm, a practice group or an industry niche. It can be a crucial and extremely useful step for successfully marketing your firm. Through focus groups, market research and face-to-face meetings, a firm can learn what a particular market segment wants and can project what it will want over the next 12 to 18 months.
Getting and Keeping the Business: Market Penetration and Qualitative Research
By: Merry Neitlich - Published in: "Corporate Legal Times"
“What can we do to improve the way we deliver legal services to you?” Unfortunately, this is not a question law firms ask their clients often enough. Studies show that clients don’t seek new firms because they are “completely unsatisfied” with the service, but because they are “somewhat satisfied.” Complete satisfaction can be achieved by just asking the client what the firm could do better. Market Penetration Research Interviews seek to do just that.
Web Events Become Effective Relationship Builders
By: Elissa Berlien and Merry Neitlich - Published in: "Marketing For Lawyers"
In today’s international marketplace, the ability to carry on business over great distances is increasingly important. Using new technology, such as the webinar, it is possible to hold a seminar with clients all over the world via the World Wide Web. Not only does this provide opportunities for more constant contact with existing clients, but it also can be used as an effective and far-reaching marketing tool for non-clients. In law, relationships are key. And Webinars can foster them more efficiently than ever before.
Complete Satisfaction: Can Client Surveys Walk You Through the Extra Mile to Provide it?
By: Merry Neitlich - Published in: "Law Practice Management"
If a client is satisfied, most companies think that's a good thing. But more often than not, clients will defect from a firm if they are not completely satisfied. This leaves law firms wondering how they can clearly find out what their clients expect. Using client feedback, firms can discover where they need to improve to create complete client loyalty. But still, many firms fail at teh crucial step of following up the surveys. Using the clients' feedback to guide your firm's next steps can create repeat business and great word-of-mouth marketing.
Creating Complete Client Satisfaction and Loyalty
By: Merry Neitlich
In recent years, the amount of law firms conducting client satisfaction surveys has continued to rise. But even with this trend, firms are still losing business from those clients they interview. Why? Follow-up. It's not enough to just interview your clients, it's necessary to take action on the data you get from the interview. In fact, many clients become increasingly frustrated when they witness a law firm not listening to their suggestions. There is no better way to create client loyalty than giving them exactly what they ask for.
Increase Referrals Through Effective Client-Focused Marketing Efforts
By: Merry Neitlich - Published in: "CTLA Forum"
According to a survey conducted in 1993, 73% of consumer clients forget the name of their lawyer/law firm within 4 months of settling their cases. By improving the quality of the legal services and using an effective marketing campaign, firms can not only increase client satisfaction, but create repeat business and more referrals.
Listening to Clients to Deliver Legal Services Their Way
By: Merry Neitlich - Published in: "Law Governance Review"
Companies like Nordstrom, FedEx, and Ritz Carlton know how to create client satisfaction and loyalty by finding out exactly what their clients want and giving it to them. Law firms are taking a page from their book. They are starting to realize that to create intense client loyalty they must focus on client services and satisfaction just like businesses in other industries do. Taking the initiative and asking your clients what you can do to deliver the best possible experience is not only a savvy business move, but is a complete necessity for repeat business.
Managing Change by Learning From Past Mistakes
By: Merry Neitlich - Published in: "Law Marketing Exchange"
Law firms focused on the future can learn from past errors. Successful client development and retention programs will occur when law firms set specific goals and objectives for the marketing director as well as for the marketing plan, train leaders in both facilitation and leadership skills and plan for the stages of creating successful innovation. Using research-proven techniques to manage change can greatly increase the probability of success in law firm marketing.
Servicing the Needs of Your Clients: The Survey Says...
By: Merry Neitlich - Published in: "The State Bar of California, Office of Client Relationships"
Many law firms assume that if their client is unhappy, they will hear about it. Unfortunately, most clients just look for other representation rather than lodge a complaint. By using client surveys, firms can discover what it is that they are doing well... and not so well. Creating client-focused service is a necessary step for any law firm who wishes to survive in the increasingly competitive legal marketplace.
