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Repeat business: Associate your law firm with customer service excellence

Law firms can learn much from their corporate clients about creating brands associated with customer service excellence, says Mark Dembovsky

19 September 2014

We are all experts in what it's like to be a customer, how it feels and the decisions that this experience propels us towards. But, how many of us use that expertise to focus on customer experience in our own businesses? In a market with a full range of choices and options, if an interaction with a business isn't a good one, it's almost guaranteed that, next time around, people will take their custom elsewhere. There are very few industries in which our needs are so unique that another provider is not perfectly competent and usually ready, able and fully equipped to step in where someone else has failed.

Research suggests that our buying patterns are influenced by a number of key factors - personal, cultural, psychological and social. In relation to each individual transaction, our priorities could be driven by a host of issues including:

  • cost;

  • quality;

  • technical excel...

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