Today's lawyers pay great attention to conveying information to persuade potential customers to call the company; lawyers fail to observe the thinking process of the product carefully, and management or delivery can create new customers. From those who spend a lot on marketing, I have become very aware of how to create free customers.
Traditionally, the client once had a lawyer to handle everything. Then, because of the fast-paced technology, plus a smarter client, lawyers cannot rely on duplicate business. Lawyers market by promoting cheaper prices or other hooks, which allows the original family lawyer to knock at the highest level. Today's lawyers are still trying to figure out what went wrong and how to change this approach to meet customers in the 21st century.
Today's corporate marketing must exceed Yellow Pages, television or other media markets. The company must simply figure out what the customer needs and deliver it in such a way that they become a small marketer for your law firm.
Today's customer is more than just a lawyer. I do not remember a client who asked me which law school I had been to, what my class rank was, and even they could see my legal permit. The customer is looking for my position, talking to them and offering them.
I am the guardian of statistics. As early as 1997 when we implemented our strategic plan, my most valuable commodity was my high customer support rating. A large part of my business comes from really like my customers, and told all my people long after the case was resolved.
Over the years, I have begun to notice that "satisfaction" and "customers have achieved correct results and established relationships with clients that continue to far exceed case settlements. Therefore, I created and designed one in my company. The customer loyalty program, which accounts for about 33% of my new customers, many of whom were reported by customers represented 15 years ago, asked anyone in my company who would guarantee my loyalty and customer satisfaction. Development is not negotiable.I don't care how much money you create, your task is to create customer loyalty.
Customer loyalty is not the same as customer satisfaction!!!
As you Knowing that excellent service will satisfy customers is a key factor in creating customer loyalty.Customers can be satisfied with the results but still feel that they have no personal relationship with you or your company.
Customer loyalty is a concept. There are five things:
1. The customer's experience in dealing with a law firm is generally satisfactory.
2. Willingness to establish a relationship with you and your company
3. Be willing to repeat customers
4. Willing to recommend you to others
5. Transition to another law firm relationship
Customer Closed: ]
Employees (I mean lawyers and non-lawyers) can't communicate verbally and non-verbally and customers close. Some examples of customer closures are:
1. The customer can't meet or even smile
2 Failed to see the customer on time
3. Inaccurate or lacking knowledge in the information transmitted
4. Failed to pay adequate attention to the customer on the phone or when meeting in person
5. Rude or impolite Attitude
6. Improper, dirty or sloppy appearance in the workplace
7. Any communication that causes the customer to feel uncomfortable
A survey conducted by the US Consumer Affairs Office revealed These interesting facts (which can be exchanged between this customer and the customer):
1. Four customers are not satisfied with certain aspects of a typical transaction
2. Only 5% of dissatisfied customers complain about the public Secretary Silent Profession would prefer not to fight. They are only doing business elsewhere.
3. A dissatisfied customer will tell 10 to 20 people (12 is the average) about the companies that provide poor services. People will tell hundreds or even thousands of people
What impact does this have on our business? If 25% of our customers are dissatisfied or dissatisfied with our services, only 25% of customers complain about 5 of them. %, this effect can be devastating.
Let's find a typical injury law firm that registers 1,000 customers each year. If 250 customers are not happy, but we only hear 5% of 250 points, about 13 points, which sounds good for everyone until they realize that 237 quiet people may tell 2,844 people (237 x 12 = 2,844). On the contrary, if the customer is completely satisfied, he may tell 1 to 3 people, or an average of 2 people.
In 2004, my statistics showed that there were three major customer sources in my company and they collapsed in the following way:
421 cases or 41% were television
140 cases 14% came from our website
33% of 340 cases come from personal referrals
Now let me tell you the cost of getting these referrals. Each TV costs about $900. Each site on this site requires approximately $500 to put them on the front door. Last but not least, there is absolutely no cost for personal recommendations. Which type of recommendation do you think I want?
It is also worth noting that of the 340 personal referrals we registered, we only had 823 referrals, which means that our success rate in registering for personal referrals was 41%. In television advertising, we received 2,333 calls and signed 421 new cases. This is an 18% conversion rate. Our website received 1,268 inquiries, only 140 registrations, and the conversion rate was only 11%. You can clearly see that personal recommendations have been sold when our services find us. They not only shop for lawyers or try to find information. They come to us and we want our services. This will also allow companies to spend less time and money converting these phones into real-world cases. Now I ask you, which type of advertising do you think is the most cost-effective form of advertising that we have done at the company, and which produces the highest conversion rate? Obviously… personal recommendations from our old customers and the people we do business with.
Let us now look at the actual dollar cost of an unhappy customer. As I mentioned earlier, among the 1000 customers, if we are based on the national average, we have about 250 customers. Of these 250 customers, 95% never expressed dissatisfaction, but never returned or referred to any customer. Therefore, we have 237 people who can talk to at least 474 people and tell us that, on average, these people will convert 41% or 196 customers. In the actual cost, please see the following:
If we had to replace these customers with these TV commercials, then the cost would be $176,400. But even better, let us think about lost income. If we charge an average of $4,000 and we lose 196 potential customers, we have already lost about $800,000 in revenue.
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