ABSTRACT
Making client management happen throughout the firm in a consistent, comprehensive and controlled way needs management by a trained person who will act in support of the client and marketing objectives of the firm. If the firm’s objective is, ‘To exceed the levels of clients’ expectations’ then a detailed action plan needs to be prepared, first to identify exactly what are the expectations of clients and second to devise ways of implementation and report. Partners will need to have the full time support of a trained marketing manager to assist them in carrying out the client management and marketing initiatives of the firm. The role of the marketing manager in developing a client management programme typically might include:
1 implementation of a system for gathering feedback on client perception and client satisfaction using surveys and questionnaires;
2 analysis and discussion of results with management with recommendations for a client management and services plan;
3 preparation of a client management plan for approval; 4 preparation and circulation of a client newsletter; 5 design and provision of leaflets and brochures and other ways of
keeping clients fully informed of the services provided by the firm; 6 carrying out regular stakeholder surveys of clients, staff, partners,
referrers and suppliers; 7 assisting with handling complaints; 8 production of monthly client reports for management; 9 training for members of the firm in client management; and 10 assisting with marketing and client entertainment.
