This article is excerpted from Ch. 12: Listening to Clients of Attorney and Law Firm Guide to the Business of Law: Planning and Operating for Survival and Growth (3d ed. 2014), by Edward Poll. © 2014 American Bar Association. Reprinted with permission.
The world is not run by thought, nor by imagination, but by opinion.
—Elizabeth Drew, The Modern Novel
You can observe a lot by just watching.
Companies like Nordstrom, FedEx, Ritz-Carlton, and British Airways are well known for delivering services precisely the way their customers want them. British Airways, in fact, spends more on customer satisfaction than on advertising. “Companies like these,” said Steve Barrett, formerly the national marketing director of Perkins Coie LLP, “have led business people to expect extraordinary services.”