Playing the Relationship Game in Today’s Connected World: Insights from the LMA Annual Conference

John Simpson, CEO, and Kalev Peekna, Managing Director of Strategy for One North Interactive lead an engaging session during the LMA Annual Conference entitled: Playing the Relationship Game in Today’s Connected World. The session focused on the effects relationships have and how they can impact a firm’s business and opportunities.

John and Kalev showcased how other businesses are using interactive marketing to reach their clients at every point in their decision-making experience. They also shared how essential it is to align your digital marketing and business development efforts along “The Relationship Cycle.”

Relationship Cycle

From the session, the key lesson that resonated with me was that in the relationship cycle many firms are not participating in the “Active Evaluation” phase. It is in the evaluation phase that you can really learn about your business; then by following-up on the feedback, it formalizes a relationship and creates loyalty.
My favorite quote from the session reinforces this:

 “Loyalty counts more and costs less than awareness.”
– Harvard Business Review

It shocked me to learn from the session that only 1 in 8 (12%) of firms always meet up with their clients to see how satisfied the legal department was with their work and 18% NEVER meet with their clients to discuss satisfaction. By engaging your clients and asking for feedback it opens the dialogue so that in future situations if an issue arises they may feel more comfortable coming forward with issues or input. Client retention should be a key part of the marketing and business development plan.

INTERACT: Does your firm actively seek feedback?

Insights from the LMA Annual Conference

If you weren’t in attendance of the LMA Annual Conference last week don’t worry!

Over the course of the next two weeks we will be recapping the key sessions and takeaways from the conference in our new blog series: Insights from the LMA Annual Conference. Tomorrow’s post will recap the keynote presentation from Kat Cole, President Cinnabon Inc: The Difference – Lessons in Leadership, Change, and Driving Innovation.

During the conference we also asked attendees what they would suggest others do to continue to keep their firms moving forward this year. We will be posting a new suggestion each day. Make sure to check out our Twitter feed and follow us www.twitter.com/contactease.