April 24, 2006
Wild and Crazy Client Service Ideas.
Here's a client service-oriented "marketing stunt" idea from Al Lautenslager, a Chicago-based consultant and the Guerilla Marketing coach at Entrepreneur.com. It's over the top but wonderfully appropriate for the law and other professions with deeply ingrained, time-honored traditions of uninspired client service. The premise is that even good clients--repeatedly slighted but not knowing anything better--would become disoriented and alarmed enough to take to the streets if they were to switch firms and see something radically different:
1. Stage a protest for "good customer service". Imagine what would happen if you had picketers outside your place of business with picket signs that read something like, "We're protesting good customer service at this location!" or "This place is full of nice people interested in customers!" First, you'll get noticed. Second, you may get coverage by the local media. Stage a repeat visit of the protesters and next time publicize their intent of returning. You never know what might happen, who might take notice and what it'll do for your business.
Granted, it would be difficult to persuade in-house lawyers or GCs at DuPont, General Electric or Deutsche Bank to stage the event, but you get the idea. The link for Lautenslager's article--there are nine other "stunts"--is here.
Posted by JD Hull at April 24, 2006 02:31 PM