Keep me logged in until I sign out. All rights for further publication or reproduction reserved. Three or four years ago, I started to tell law firms that clients would be over-surveyed in several years and that we would have to find new ways of reaching them. I was dead wrong on the first part and, as the articles in this issue of Strategies point out, right on the second.
Clients seem to have an inexhaustible interest in providing feedback to their firm.
The challenge for us as marketers is to use the right tools, ask questions that provide actionable answers and make sure the lawyers respond promptly and effectively. The challenge is made easier when you look at several facts. That means the firm can develop a cross-selling matrix based on fact, not guesswork. That's never , not even once. In fact, there may be no other single tool that combines the benefits of positioning and critical information the way surveys do.