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Client Service as a Differentiator

Published in Law Practice Today Magazine of the ABA.

When most of us think of client service, we envision the customer service department at a department store, possibly a bank of call collectors at the cable company or an automated system; however, today, client service has become a differentiator. In fact, it is arguably the differentiator. Look at Disney, Ritz Carlton, TD Bank, and of course, the quintessential client service leader of recent times, Apple.

In a professional service Firm, such as a law firm, accounting firm, or doctor’s office, client service has historically been about providing the requested professional service and then sending a bill. That is no longer an accepted expectation. Because of downward pressures on pricing, the services themselves are increasingly tending to become commoditized. Firms that used to compete on reputation and skill are often now forced to compete on price. Jack Trout, author of Differentiate or Die, states that “what has changed in business over recent decades is the amazing proliferation of product choices in just about every category.” This applies to services too. Because choice is spreading so rapidly, everyone is competing for the same business. [Trout]. How do we, as professional service firms, resist that race to the bottom and market ourselves without devaluing what we do?

To Read More: Client Service As A differentiator – Law Practice Today – ABA