Researching the clients of a niche professional services firm
We have been working with this Top 10 UK firm since 2004, when we were commissioned to carry out their first piece of client research with a selection of the firm's most significant UK clients. The objectives of this exercise were to:
Better understand clients' perceptions of the firm - identifying areas of excellence and areas for improvement.
Increase competitiveness by:
- Enhancing understanding of where the Firm sits compared to their competitors.
- Identifying possible ways to differentiate the firm.
Provide the basis for more effective client care, marketing and business development.
Critical to this process was to ensure that the survey was a positive marketing exercise - both internally and externally - as well as a research exercise. It was important to sell the benefits of the exercise to Partners, as well as position the firm in a positive light with clients. This was taken into account at every stage of the programme - from initial promotion with Partners, to client follow-up post research. The research was carried out using in-depth one-to-one interviews either face-to-face or over the telephone.
The exercise was perceived to be a great success, and the benefits have been noted by clients and partners alike. The findings have provided the basis for a highly effective client care programme across the firm.