I Wont Tell My Lawyer but I Will Tell You

A general counsel of a large international consulting firm told us about his experience talking to an interviewer who had called to discuss his satisfaction level with his outside law firm. He had been using the services of a "high end, expensive" law firm out of New York.

We asked if the interview questions allowed him to speak about all the issues that were on his mind regarding his relationship with his lawyers. His response was, "There were many small things that had been bothering me about our law firm but none that I thought were big enough to discuss with them. This interview allowed me to get some things off my chest."

That's interesting, but his next comment floored us. "I know now if those issues had gone unchecked I may have gotten to such a level of annoyance I would have shopped for another law firm." That's pretty explosive. In other words, if his high- priced law firm had not taken the initiative to determine the loyalty levels of their key clients, they wouldn't have known about accounts that were silently in jeopardy.

He told us he would not have responded to a traditional survey!

When we talk to our clients' customers, we know we must ask the questions that allow the customer to respond with information that will be of value to our client. In the previous story, the upper management in the law firm can now act on information that's of significant business value. We won't argue, by the way, that they used the most effective method of gaining real information about what resides in the heads of their customers. People respond well to personal interviews using open-ended questions that allow them to use their own words. It's those very words and thoughts that must be captured, not the responses to questions created by survey designers.

Speaking of surveys. If your company surveys your customers regularly, don't be mislead into thinking that you understand what is in the heads of your customers. There is a difference between gathering information and allowing people to vent, which requires specialists (like Davis, Kingsley & Company).

Surveys collect point-in-time responses using pre-determined answers. However, it's difficult and sometimes impossible to find out how to improve business performance in any area. You might get information about what's broken but unless a company lets customers express their own thoughts, they won't have solid information on what and how to improve things. Surveys have limits on the value they can offer. Upper management should know this.

The "high-end law firm from New York" dodged a bullet by finding out what's in their blind spot. The cost of not asking or not knowing could have lost them a great deal of business. Ask the right questions, allow customers the freedom to speak their mind and analyze their feedback to be of solid value to make improvements.

Does your firm have a process to capture what resides in the thoughts and minds of your key clients? Can you afford to leave it unattended?

Darcie Davis, President of Davis, Kingsley & Company is a management consultant, speaker, author and trainer. She works with companies to secure genuine feedback from their clients before advising them on strategic decisions about sales, marketing, and operations. Her advice will keep your clients out of the jaws of the competition.

Learn more about Customer Satisfaction and Feedback Programs offered by Darcie and her firm at http://www.DavisKingsley.com

---

Breaking the Ice and Winning Over the Client!

Wherever you turn these days you'll find articles covering every... Read More

Treating the Customer Dissatisfaction Epidemic: How to Go Beyond Simply Masking the Symptoms

Corporations in every sector are spending more than ever before... Read More

Foolproof Customer Service Strategies (That Only A Fool Would Try!)

Ever notice how customer service varies from store to store?... Read More

Become a Customer Enthusiasm-Guru!

One thing all successful small business owners have in common... Read More

You MUST Sweat the Small Stuff

It's The Little Things That Make or Break a Small... Read More

Improving Customer Service

Improving customer service starts at the top - with us... Read More

What Every Manager Should Know About How to Learn from the Complaints of Customers and Employees

Listening to complaints, whether they're reasonable or not, is a... Read More

What Type Of Software Is This?

The other day while at the book store, I came... Read More

One Critical Question to Ask Yourself Every Day

What happened to the old saying, the customer is always... Read More

Whats For Lunch?

As an entrepreneur, I'm always intrigued by small businesses, home-based... Read More

Retail Store U-Scan Machines: Self-Serve or Voluntary Part Time Job?

Do many of us realize that we are working an... Read More

Your Career Plan--Think Like A CEO

You've been going 6-to-late; exhausted by running the supersonic treadmill... Read More

Under Promise & Over Perform: The Art of Managing Customer Expectations

I'll always feel warmly about Conrad's restaurant, in Glendale, California.On... Read More

Modern Call Center Solutions - Keeping in Touch is the Key

Call center solutions solve a range of age-old problems. As... Read More

What You Need to Know About CRM

1. It's all about the customer. Some companies focus too... Read More

Poor Customer Service - Are Your Customers Driving Away Other Customers

Every customer you have is a word-of-mouth advertiser for you.... Read More

Dont Work with Jerks: How to Recognize a Difficult Client Early

Five minutes into the call I knew this client was... Read More

Identify Your Silent Customer Service Message

With the growing number of people in every business sector,... Read More

Minimize The Pain of Check Recovery

$350 million in bad checks are written each and every... Read More

Transforming Disgruntled Customers into Your Biggest Advocates

"I am writing to complain about the widget I bought... Read More

Communicating for Profit and Customer Satisfaction

The President of a 200+ store division of a major... Read More

Whats The Customer Service Buzz About Your Business?

If you're a regular reader of my column you know... Read More

The Reality of Customer Service in America and Best Efforts in Franchising, We Can Do Better

Yesterday I went to buy a sandwich at a franchised... Read More

Oil Change Customer from Hell or Hoax; You Decide

Evacuation, "E-Vac" Oil System for Oil ChangingHow do most mobile... Read More

Should I Have My Company Mystery Shopped?

I wish I had a nickel for every time someone... Read More

When the Customer Demands: Give a Discount or Lose the Order

Periodically every sales person encounters the customer who refuses to... Read More

Get Customers to Stop Calling You--12 Easy Ways to Save Money with Online Customer Support

Despite rumors to the contrary, the Web is not dead.... Read More

Call Center Software - Your Tool of Choice in Customer Relations

The call center represents your first line of communication with... Read More

Doors by Catering to Your Clients

Clients? they are the most important influence in the success... Read More

Service Equals Performance Equals Service

Service can be described as a "performance" of some kind... Read More

Learn to Anticipate Your Customers Needs

This morning I was having breakfast with my good friend... Read More

Passing the After-Sales Test

Some time ago a major UK food retailer decided to... Read More

The Dissatisfied Customer

We, as small business people, naturally dislike complaints from our... Read More