Andy Raynor - Beyond the Brief
Andy Raynor's blog
Leeds
Presentation in Leeds today entitled "Rewriting the Customer Experience" that is almost guaranteed to get up the backs of every died-in-the-wool and ever so slightly stiff member of the professions.
It's written in this way for three reasons:
1. The old days are over. We may think the professions are different, elevated, elite but the reality tells us otherwise. We're in the muck and bullets of business like everyone else and the yardstick of quality for our clients is no longer the next "firm" along. Just as relevant are the services our clients receive from parallel industries - insurance, banking.
In the last two decades these industries have been rewritten on the basis of ease and accessibility in the same way our lives have been changed online. They worship the gods of customer experience because they have nothing else to differentiate them. And they know if they get that right they don't NEED anything else.
2. We are no different. We may think we are, but that's only as we brush the dust off our pomposity and claim that what we provide is unique. This is rubbish. There are a hundred firms who could service your clients with the same things as you.
In an ill-defined business occupying an established market in poor economic times you may have more reasons to fail than succeed.....then add legislation to increase competition and drive down costs and over-supply of qualified professionals....client service in this environment is just a table stake, it gets you in the game and no more.
You need another reason to believe that you are in control of client growth and profitability.
3. Their tanks are on your lawn. The financial brands are slowly forming a queue to enter legal services. They will not stop there.
You may disagree with the way I say things but do not pass this off as another squidgy issue that you can't measure and that doesn't matter if you're good at the day job...
....because i f you don't take the lead on client experience, there may be no day job.
See what you think at http://www.youtube.com/watch?v=Ae6bP8Pv7T4
Tell me what you think at andy@andypraynor.com
And take a look at what's been said before by looking in the archive:
© Andy Raynor 2013