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Getting inside the client’s head

Getting inside the client’s head

By Judith Bennett

Management Practice Management 


Consider asking customer insight questions for your marketing plan. Tips Customer insights research is different from market research. Once you know why your clients do things in certain ways, it is easier to develop relevant services. Have a regular customer satisfaction survey with critical metrics and targets. Successful marketing aligns with clients’ needs and wants. However, many law firms tend to rely on traditional methods and assumptions that are no longer working well. What clients value from their law firms is changing dramatically. Customer insights research aims to get inside the client’s head across the experience of being a client at your law firm. It looks to the why and what next. It aims to understand why the client chose your law firm, why they bought your legal services, why they experienced the process as they did, and will they return or recommend your law firm. Good customer insights can tell rich narratives about “typical” clients to inform decision makers.

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