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Service As a Strategy, Not a Buzzword

By Jim Durham
September 26, 2013

Several years ago, I was asked to speak in Hawaii (of all places) on the subject of how everyone in a law firm can contribute to the firm's' marketing efforts. While the title of the program was “Getting Everyone in the Firm Involved in Marketing,” the real message was focused on the profound impact each person in the organization has on client satisfaction, in a way that ultimately enhances the firm's brand.

The 'Third Rail'

It should go without saying that client satisfaction is the single most important piece of data a firm can look at, but for many firms, getting client feedback is still viewed as the “third rail.” (That is the part of the train track that you don't want to touch, for those of you who do not live around a subway system.) There is a common belief that a client will let you know if he is unhappy with the firm's service, and that things are fine if the client is not complaining. Having interviewed over 150 clients of law firms, however, I can say with authority that nothing is further from the truth ' but I digress.

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