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May 31, 2006
Building word of mouth into your service
Ann Meyer of the Chicago Tribune found a commercial editing house where clients are catered to like visitors of a high-end hotel: "Breakfast delivered on a tray, an afternoon dessert cart and drinks in the evening, plus yoga, manicures and simulated golf."
A great services firm provides more than just legal advice, accounting help or design and advertising strategies; it ensures that every client is welcomed into its offices as warmly and carefully as the person whom you remember hosting a memorable dinner party.
As I say in the article, architecting a remarkable experience is a great way to increase word of mouth and referrals.
Link to article: Amenities give firms needed edge
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You are so right that "A great services firm provides more than just legal advice, accounting help or design and advertising strategies . . ."
Many firms in the professional services arena are indeed improving in the area of "delivering a memorable client experience."
But I believe they have yet to effectively harness Word of Mouth as a discreet marketing strategy. Your post on the KellerFay study a few weeks ago provides great evidence that Word of Mouth can not only be created, but measured, and then objectively harnessed again and again.
If you have any examples of how professional service firms have intentionally created word of mouth programs, even if they don't yet have a sense of the results of those programs, I'd be glad to blog about this.
