If you love shoes like I do, you’re familiar with Zappos.com, the online shoe and clothing shop. Since it was founded in 1999, it has grown to be the largest online shoe store. How did they do it? Largely, in thanks to their CEO, Tony Hsieh. According to their website:
Not too shabby, huh?
But how did they actually accomplish this incredible growth?
We’ve been asked by a lot of people how we’ve grown so quickly, and the answer is actually really simple… We’ve aligned the entire organization around one mission: to provide the best customer service possible. Internally, we call this our WOW philosophy.
If you’ve ever shopped at Zappos, you know this to be true. Let’s look at an example. Last year, I purchased a pair of boots from them. Shipping was, incredibly, free! That alone could make a customer happy, but after ordering them, the boots arrived on my doorstep the very next morning.
Free, overnight shipping? Unheard of.
Even more amazing? If you’re not 100% happy with your purchase, you have an entire year to return it. And they’ll pay the shipping both ways.
So what does this have to do with legal marketing?
Zappos’ philosophy is about putting the customer first. Their core value #1 is "Deliver WOW Through Service," which they describe as:
This isn’t just something that Zappos says they’ll do; they actually deliver. And as a result, the primary source of their rapid growth is repeat customers and word of mouth recommendations.
On their website, they have almost 8,500 customer recommendations – and that’s just for Zappos itself, not their products. Do your clients love you that much?
What if you put them first, differentiated yourself and did "something that’s above and beyond what’s expected?" Would they come back to you for all of their legal work? Would they tell their colleagues, friends, family members, social media communities?
In an industry where we’re regularly hearing that the law firms that clients are interviewing are already all considered to be high quality, just by virtue of being considered, and that clients hire lawyers not firms, it’s essential to find a way to not only make your client happy with the results of your work, but help them to be ecstatic.
What can you do today to WOW your clients?