You know what happens when you assume

There is a wonderful line in the film Lock, Stock and Two Smoking Barrels, which, for the sake of good taste, I will paraphrase here: ‘Assumption is the brother of all mistakes.’ Unfortunately, it is a mistake that I see being made all too frequently by some firms when it comes to client service.

Regular readers will know one of my personal mantras is that few of your clients will recognise the quality of the advice they receive or understand the nuances of the strategies you suggest, but all will know immediately if there is a dip in the service they receive.
The part service plays in winning new clients, client retention,
and client development (i.e.
all of the ways you can grow
your fee levels) can never be underestimated. This is why assumption can be such a dangerous thing.

Client service

Let me give you an example.
At the moment I’m working with a firm, and as it was a project that had to be turned around quickly, the meetings on site had to be shoehorned in at funny times. However, every time I arrive I’m actually expected – the room is ready, drinks are set up, and the Wi-Fi is working. The attendees arrive on time and ready to get started.

Contrast that to other firms where, despite the meeting having been in the diary for some time, you’re left in reception while an empty room is found, you have dirty cups from the last meeting to keep you company, the offer of a drink isn’t forthcoming, let alone the drink itself, and the person you’re meeting arrives late and unprepared.

In the first instance, no assumptions have been made. Instead there is a process in place that makes sure the visitor feels they are valued. The slick efficiency creates the impression of a slick and efficient firm –
the type of firm, in fact, that a prospective client would like
to be looked after by.

The second is the opposite. Someone has assumed the room was booked, someone else has assumed the cups were cleared, and the person who finally showed me in has assumed that
I don’t actually want a drink.

If I were a prospective client, the impression I’d be left with would be that it’s all a bit disorganised. If the firm is struggling with the simple stuff, how could they possibly cope with the more complicated technical aspects of the work I want them to do for me?

Perception is reality

One phrase we use probably more than we should is ‘perception is reality’. You may have the most technically gifted solicitors in your field, but if you continue to make assumptions around the softer sides of your client care and fail to make sure your client experience is as positive as it possibly can be,
you will never realise your full financial potential. You need to ensure the perception you create is one of professionalism and efficiency at every touch point.

I am not talking about unnecessary opulence. What
I am talking about is making
sure that everyone who comes through your door – client, prospect, referrer, contact,
or supplier – leaves with the perception that you are a well-run, efficient, and capable firm that values them.

But what has this got to do with marketing and business development? I suppose the academic marketing stance would be that getting the service aspect right influences all of the traditional ‘4 Ps’. A positive client experience will:

• Define your product in your clients’ and prospects’ eyes;
• Provide the right packaging for your offering;
• Support your price point; and
• Support the market position you aspire to.

However, from a more practical business development point of view, the crux of the matter is that if you can create a positive perception, you will win more work.

It is difficult to retain clients in such a competitive marketplace, and it is even harder work to persuade other firms’ clients to talk to you as a potential new adviser. If you have invested in creating these relationships and opportunities, you don’t want them to be tainted by a poor client experience; you want them to turn into fees.

If you can create the best possible client experience, it will go a long way to influencing their purchasing decision in your favour. It will also prompt them to mention you positively to their own contacts, which will, in turn, create additional fee earning opportunities. SJ

Douglas McPherson is a director at Size 10 1/2 Boots

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