60,000 foot overview of what you might be missing in your client service excellence strategy...

1. Discovering
Exceptional Service
Presented by

2. The Judge That Matters

3. The Judge That Matters
Law firms believe “our profession’s clients are
the best served group of customers in the
history of service providers.”

4. The Judge That Matters
Law firms believe “our profession’s clients are
the best served group of customers in the
history of service providers.”
Client’s believe law firms are
interchangeable

5. When a client is
dissatisfied....
a. they fire the law firm/lawyer?
b. they don’t hire the law firm/
lawyer for the next matter?

6. When a client is
dissatisfied....
a. they fire the law firm/lawyer?
b. they don’t hire the law firm/
lawyer for the next matter?
The answer is b.
They simply take another path...

7. It is a
you take with
your client.
A service engagement isn’t simply the result.

8. It is a
you take with
your client.
j!rney
A service engagement isn’t simply the result.

9. Myth v. Reality

10. Myth v. Reality
Myth:Years of competition have turned underlying benefits
such as quality, efficiency, promptness, and courtesy into a
commodity. Law firms need to offer something unique to
attract business.

11. Myth v. Reality
Myth:Years of competition have turned underlying benefits
such as quality, efficiency, promptness, and courtesy into a
commodity. Law firms need to offer something unique to
attract business.
Reality: Clients simply want their law firm to reliably
and zealously deliver on basic underlying benefits.To be
better than the competition in delivering...

12. Myth v. Reality
Myth:Years of competition have turned underlying benefits
such as quality, efficiency, promptness, and courtesy into a
commodity. Law firms need to offer something unique to
attract business.
Reality: Clients simply want their law firm to reliably
and zealously deliver on basic underlying benefits.To be
better than the competition in delivering...
“"ne#c” category benefits

13. Customer dissatisfaction can almost always be
traced to basic customer needs and expectations.
What matters most to most customers is to deliver
basic category benefits―better.
Unique, brand-specific features are only important
if you get the basics right.
-London Business School
“Gene#c” Category Benefits

14. Don’t be unique. Be Be$er.

15. Don’t be unique. Be Be$er.
“The real betting, they mistakenly believe, begins when they start tinkering
with the margins of their offerings. But this failure to attend to the importance
of delivering category benefits is one of the prime contributors to today’s
continuing high levels of customer dissatisfaction, whose costs — in the form
of refunds, returns, bad word of mouth, and expenditures on new-customer
acquisition — are enormous.

16. Don’t be unique. Be Be$er.
“The real betting, they mistakenly believe, begins when they start tinkering
with the margins of their offerings. But this failure to attend to the importance
of delivering category benefits is one of the prime contributors to today’s
continuing high levels of customer dissatisfaction, whose costs — in the form
of refunds, returns, bad word of mouth, and expenditures on new-customer
acquisition — are enormous.
“The good news is that this dilemma presents a low-risk, high-return
opportunity for most businesses. The first step...be prepared to buck the
conventional wisdom and rethink what people really want from a product or
service. Until companies take this step, the customer will never be king.”

17. Don’t be unique. Be Be$er.
“The real betting, they mistakenly believe, begins when they start tinkering
with the margins of their offerings. But this failure to attend to the importance
of delivering category benefits is one of the prime contributors to today’s
continuing high levels of customer dissatisfaction, whose costs — in the form
of refunds, returns, bad word of mouth, and expenditures on new-customer
acquisition — are enormous.
“The good news is that this dilemma presents a low-risk, high-return
opportunity for most businesses. The first step...be prepared to buck the
conventional wisdom and rethink what people really want from a product or
service. Until companies take this step, the customer will never be king.”
-MIT Sloan Management Review

18. A convenient
location
Coffee
Cups, plates,
stirrers
Sugar, creamer
A place to sit,
maybe a table
A server or cashier
Pastries or sweets
Open early AM
Gene#c Category Benefits of a coffee &op

19. Coffee Shop vs. Starbucks
Think

20. Innovate to improve the basic offer and drive the market.
Coffee Shop vs. Starbucks
Think

21. Lots of convenient
locations
Inviting surroundings
Free wifi
Music
Local atmosphere
Community presence
Clean, attractive cups
Designed with inspiration
Coffee
Predictable product
Soft seating, work tables
Friendly baristas
Fresh pastry
Consistent and reliable
hours, service, and
customer experience
Starbucks leads in best overall combination of
category benefits and drives the market

22. Lots of convenient
locations
Inviting surroundings
Free wifi
Music
Local atmosphere
Community presence
Clean, attractive cups
Designed with inspiration
Coffee
Predictable product
Soft seating, work tables
Friendly baristas
Fresh pastry
Consistent and reliable
hours, service, and
customer experience
Starbucks
Did you know they also feature 2000 additional products? Does it matter?
leads in best overall combination of
category benefits and drives the market

23. GenericCategoryBenefitsof LegalServices
Professional license
Legal knowledge
Offices
Conference area
Communications
Accurate bills
Documents
Timely filing
Court appearances
Educational material
Understand my
business
Quality. Efficiency. Promptness. Courtesy.

24. #1 Reason Why Law Firm Clients
Complain?

25. #1 Reason Why Law Firm Clients
Complain?
Law firms do not deliver on the basic category benefits

26. Top Ten Law Firm Client Complaints

27. Top Ten Law Firm Client Complaints
#10 Not understanding my industry/
business

28. Top Ten Law Firm Client Complaints
#10 Not understanding my industry/
business
#9 The surprise bill

29. Top Ten Law Firm Client Complaints
#10 Not understanding my industry/
business
#9 The surprise bill
#8 Inaccessibility

30. Top Ten Law Firm Client Complaints
#10 Not understanding my industry/
business
#9 The surprise bill
#8 Inaccessibility
#7 Over-lawyering

31. Top Ten Law Firm Client Complaints
#10 Not understanding my industry/
business
#9 The surprise bill
#8 Inaccessibility
#7 Over-lawyering
#6 Missed deadlines

32. Top Ten Law Firm Client Complaints
#10 Not understanding my industry/
business
#9 The surprise bill
#8 Inaccessibility
#7 Over-lawyering
#6 Missed deadlines
#5 Not discussing strategy and
recommendations

33. Top Ten Law Firm Client Complaints
#10 Not understanding my industry/
business
#9 The surprise bill
#8 Inaccessibility
#7 Over-lawyering
#6 Missed deadlines
#5 Not discussing strategy and
recommendations
#4 Not informing the client as to
whom they can call when responsible
attorney is away

34. Top Ten Law Firm Client Complaints
#10 Not understanding my industry/
business
#9 The surprise bill
#8 Inaccessibility
#7 Over-lawyering
#6 Missed deadlines
#5 Not discussing strategy and
recommendations
#4 Not informing the client as to
whom they can call when responsible
attorney is away
#3 Not keeping client informed

35. Top Ten Law Firm Client Complaints
#10 Not understanding my industry/
business
#9 The surprise bill
#8 Inaccessibility
#7 Over-lawyering
#6 Missed deadlines
#5 Not discussing strategy and
recommendations
#4 Not informing the client as to
whom they can call when responsible
attorney is away
#3 Not keeping client informed
#2 Invoices for time or work not
previously discussed with the client
(see also #9)

36. Top Ten Law Firm Client Complaints
#10 Not understanding my industry/
business
#9 The surprise bill
#8 Inaccessibility
#7 Over-lawyering
#6 Missed deadlines
#5 Not discussing strategy and
recommendations
#4 Not informing the client as to
whom they can call when responsible
attorney is away
#3 Not keeping client informed
#2 Invoices for time or work not
previously discussed with the client
(see also #9)
#1 Not returning phone calls

37. The promise of good service gets you in the game.
But to be successful, you have to reach

38. higher.
The promise of good service gets you in the game.
But to be successful, you have to reach

39. Clients want their lawyers—and everyone in their law firm—to
understand what matters most to them.They want to believe/feel/
know that you will provide it better than the competition.
Meet and Exceed.

40. Clients are like snowflakes.
Each is unique.
Service means something different to each one.

41. Clients are like snowflakes.
[Be careful not to projectYOUR
own expectations on the client...]
Each is unique.
Service means something different to each one.

42. Great client service is not something that
you can put on auto pilot.
You are never done making things right.
It is an uphill climb that requires
commitment...

43. Different agendas can block exceptional client service.
Top down removes obstacles.commitment

44. Be. Obsessive.

45. Be. Obsessive.
Top to bottom, everyone must believe that
the firm’s clients deserve great
representation and service that supports it

46. Be. Obsessive.
Top to bottom, everyone must believe that
the firm’s clients deserve great
representation and service that supports it
It must be an unrelenting desire

47. Are you on your client’s team?

48. Are you on your client’s team?
Do you make life easier?
Or harder?

49. Are you on your client’s team?
Do you make life easier?
Or harder?
Reports

50. Are you on your client’s team?
Do you make life easier?
Or harder?
Reports
Bills

51. Are you on your client’s team?
Do you make life easier?
Or harder?
Reports
Bills
Logistics (processes)

52. Are you on your client’s team?
Do you make life easier?
Or harder?
Reports
Bills
Logistics (processes)
Copies

53. Are you on your client’s team?
Do you make life easier?
Or harder?
Reports
Bills
Logistics (processes)
Copies
Scheduling

54. Are you on your client’s team?
Do you make life easier?
Or harder?
Reports
Bills
Logistics (processes)
Copies
Scheduling
Getting in touch
with you

55. Top Touch Points
Go the extra mile just because it
is the !ght "ing to do...

56. Top Touch Points
Reception
Go the extra mile just because it
is the !ght "ing to do...

57. Top Touch Points
Reception
Communications
Go the extra mile just because it
is the !ght "ing to do...

58. Top Touch Points
Reception
Communications
Engagement letter
Go the extra mile just because it
is the !ght "ing to do...

59. Top Touch Points
Reception
Communications
Engagement letter
Giving advice
Go the extra mile just because it
is the !ght "ing to do...

60. Top Touch Points
Reception
Communications
Engagement letter
Giving advice
Receiving their bill
Go the extra mile just because it
is the !ght "ing to do...

61. Do you make your clients feel safe?
No surprises, please
The role of the legal team
The role of administration
The role of support staff

63. •Businesses succeed when their people work better.

64. •Businesses succeed when their people work better.
•Law firms succeed when their people work longer.

65. •Businesses succeed when their people work better.
•Law firms succeed when their people work longer.
•Your clients understand this—don’t let them resent
you for it

66. •Businesses succeed when their people work better.
•Law firms succeed when their people work longer.
•Your clients understand this—don’t let them resent
you for it
•Your #1 goal is to earn their...

67. Face-time
Off the clock...
Before AND after the fact...
A (ank y! means more
when delivered in person…

68. Value
We’re all in the
business of delivering

69. Price is simply the
measurement of
something’s value to
the client.
Value
We’re all in the
business of delivering

70. Price is simply the
measurement of
something’s value to
the client.
• It is not profit.
Value
We’re all in the
business of delivering

71. Price is simply the
measurement of
something’s value to
the client.
• It is not profit.
• It is not cost.
Value
We’re all in the
business of delivering

72. Price is simply the
measurement of
something’s value to
the client.
• It is not profit.
• It is not cost.
Value
We’re all in the
business of delivering
Be exceptional in
delivering generic
category benefits

73. Your collective decisions and behaviors reveal who your law firm
is and what your law firm values.
Core values are not written in the “mission” statement.They are
the collective actions that people associate with your law firm and
ultimately become what you are known for in the marketplace.
Defining, acting on, and being committed to your core values
leads to exceptional benefits for fellow employees and clients.
Exceptional client service is an
action word...
Core Values

74. 1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and A Little Weirdness
4. Be Adventurous, Creative, and Open-Minded
5. Pursue Growth and Learning
6. Build Open and Honest Relationships With
Communication
7. Build a Positive Team and Family Spirit
8. Do More With Less
9. Be Passionate and Determined
10. Be Humble
CoreValues

75. Our Coffee
It has always been, and will always be, about quality.We’re passionate about ethically sourcing the finest coffee beans,
roasting them with great care, and improving the lives of people who grow them.We care deeply about all of this; our
work is never done.
Our Partners
We’re called partners, because it’s not just a job, it’s our passion.Together, we embrace diversity to create a place where
each of us can be ourselves.We always treat each other with respect and dignity.And we hold each other to that standard.
Our Customers
When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers – even if just for a few
moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about
human connection.
Our Stores
When our customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place
where you can meet with friends. It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes
faster.Always full of humanity.
Our Neighborhood
Every store is part of a community, and we take our responsibility to be good neighbors seriously.We want to be invited
in wherever we do business.We can be a force for positive action – bringing together our partners, customers, and the
community to contribute every day. Now we see that our responsibility – and our potential for good – is even larger.The
world is looking to Starbucks to set the new standard, yet again.We will lead.
Our Shareholders
We know that as we deliver in each of these areas, we enjoy the kind of success that rewards our shareholders.We are
fully accountable to get each of these elements right so that Starbucks – and everyone it touches – can endure and thrive.
Starbucks’ core values

76. Action Steps...

77. Get over wanting to be unique
about things that do not matter to
clients.
Action Steps...

78. Get over wanting to be unique
about things that do not matter to
clients.
Be obsessive about providing
“generic” law firm category benefits
better than the competition―it is
why clients keep coming back.
Action Steps...

79. Get over wanting to be unique
about things that do not matter to
clients.
Be obsessive about providing
“generic” law firm category benefits
better than the competition―it is
why clients keep coming back.
Become the standard by which all
other competitors are judged.
Action Steps...

81. Jayne Navarre
jln@lawgravity.com
www.lawgravity.com
VirtualMarketingOfficer.com [blog]