Marketing for Lawyers Expectation of clients

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Presentation transcript:

Marketing for Lawyers Expectation of clients Eva Tomášková eva.tomaskova@law.muni.cz Marketing for Lawyers Expectation of clients

Task from previous lesson Prepare some loyalty program for a law company.

Customers want if we compare customers from twenty years ago to customers nowadays, we'll find that today, customers want more. Customers want: faster service, more convenient service, more flexibility in things like payment plans and options, less time waiting in lines, their problems solved almost immediately.

Expectations x wants Wants – customer want to solve his problem Expectations are formed from customer experience in the marketplace.

Question What expectations are you from the standing in the Czech Republic? Are you satisfied?

Expectations Past experiences Word of mouth Customers needs and wants Risk perceived Price

Customer Satisfaction Kano model Customer Satisfaction Very dissatisfied Non reached Reached Rate of reach Very satisfied Expectation Sweetie Necessity

Task Describe your experiences about customer satisfaction. Present necessity, expectation and sweetie on a product. What could be necessity, expectation and sweetie at offering of legal services?

Perceptions Informed by total experienced Aspect that can be managed by a company: Offerings Service delivery Appropriate arousal level Cost Aspect that can be influenced by a company: Customers´ needs met in the company Importance of the experience to the customers The amount of risk the customer perceives is involved Aspects that cannot be influenced by a company: Pre-experience events (e.g. Transport) Customers´mood Companions (e.g. Argumentative) Post-experience events (e.g. Meal in restaurant on the way home)

Customer Value Customer Value: Product elements Emotional elements Quality Price Time Innovation Emotional elements Customer Relationship Customer Services Image of the company

Customer delivered value

Barriers of customer orientation little emphasis on customers unsuitable corporate culture attitude of employees organizational barriers no offer of customer services barriers in communication

Conclusion Explain Kano model. What customer value involves?

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Task for next lesson Choose from Internet the best one spot for legal services (law company).