Any time you have a Chance to ascertain what your customers need and want from you, consider it a priceless opportunity to learn. Their needs and desires and their experience with your company would be the key to identifying the focus of your marketing efforts. Finding and delivering what your customers need and want would not lead to satisfied clients but if you apply this knowledge to your clinic, their experience of your company may become you are branding. At a corporate law Firm in Century City a couple of years back, a senior partner shook hands with one of his customers after completing the business’s first public offering. Both men reminisced about their long relation-ship. We have been through a lot together both good and bad from climbing out of our fiscal mess, to the opening of our first four shops, to building out almost four hundred of them, to eventually going public, the president of the firm said, grinning.
It was not an easy journey, but is sure glad in the end that it had been you who had been with us. Regardless of where we were, you were always there too. When a client speaks to you in the center, the insight you get will be priceless. The marketing materials for that Century City law firm had previously highlighted their track record, their flexibility and their willingness to be tough. Had they failed to integrate this customer’s insight, they would have missed a valuable advertising opportunity. Luck-idly, the senior Stephens Law Firm partner was a savvy marketer. He immediately understood the value of a long-term customer’s praise. It became an important part of the business’s identity and, after a time, made its way to the business’s branding and marketing material: Wherever you go, that is where we will be
Beyond the decent Service, the sound legal counsel and the anticipation of professionalism, what mattered to this customer on a psychological level was that this company was by his company’s side during the good times and the bad. Not all your customers will hand you a resonant advertising phrase. But a seasoned marketing professional with the appropriate skills can make you more conscious of these when this does occur, and much more importantly, can enable you to use them to shape the way your company brands its own services. However, the key in this instance is not the catchy phrase or even the sort expression of gratitude. Why the Century City Company’s marketing insight is so significant is the fact that it reflects a basic truth about the company: It does stick with its customers even when times get tough. That is the way the company does business. In the late 1990s, one of the largest law firms in the country decided it needed to tap into the tech boom.