Viper Marketing & Communications Group

Tesco Law Opens Up New Legal Opportunities

Author: Neil Wilkins

Neil learnt his marketing with the likes of Orange, NatWest, BP Castrol and Ordnance Survey and now helps individuals and businesses to communicate more effectively. He trains and mentors marketers on professional Chartered Institute of Marketing qualifications through to post-graduate level.

New World For Law Firm Marketing

Law firms are entering some turbulent waters in the coming months with many changes to the way they communicate with clients, opening up both opportunities but also threats from hitherto unknown competitors.

The so-called 'Tesco Law' phenomenon has created a new world for communication by law firms seeking to both preserve existing client relationships and maximise the opportunities of entering into new market sectors.

Those firms who will maximise these potential gains are already starting to develop market intelligence and clear strategies around their marketing propositions, focusing in part on the Customer Journey, a deep understanding of the varied and numerous touch points that clients have with their organisation.

Customer Journey is a concept honed and developed across a wide range of industries as diverse as tourism and retail with the central premise that the customer is at the heart of the marketing experience. Successful law firms are now using the step by step Customer Journey to identify where there are weaknesses in their client engagement process and then plug the gaps with added value services to deliver profitable long term relationships.

Positioning the customer at the heart of all communication, whether traditional or digital, ensures that the firm speaks a language that's appropriate to each and every one of the sometimes diverse range of clients. Tuning marketing and communications in this way minimises the use of legal jargon and technical terminology and helps to engage with clients to maximise their lifetime value to the firm. 

- Posted on Thursday 16 Sep 2010 at 12:22 by Neil Wilkins

Tags: communications (23), firms (1), law (2), tesco law (1)