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Communicating in the Moment: Managing Expectations Is The Key to Great Client Service!
The stature and credibility of any marketing and business development team in the country is based on the experiences that internal clients have with the team. Each of these service experiences is the result of a multitude of interactions, big and small. I have found that when lawyers or other administrative professionals connect with a member of the team, they have simply worked with someone in “marketing.” This phenomenon has its pros and cons. The benefits are shown when all are pulling in the same direction; great things happen and people notice! The challenge occurs when a ball gets dropped; no matter how significant or insignificant, “marketing” dropped the ball. To help address this challenge, I have worked diligently with my team in discussing positive ways to “communicate in the moment.”
Background
Communicating in the moment helps effectively manage expectations, clarify requests, and ensure that your colleagues are set up for success. Let me provide a little background. My department is structured in two fundamental categories: subject-matter experts, and liaisons to our practices, offices, industries and client service teams. The subject-matter experts hone their craft, the way lawyers do, to ensure they are masters of their domain. These specialties include event management, public relations, Internet marketing, database administration, graphics, RFP/pitch support, and competitive intelligence. The liaisons partner with their attorney groups to develop and execute their strategies. This structure frequently leads to request-handoffs between liaisons and the requisite subject-matter experts. These handoffs can take a variety of shapes and sizes. When handoffs are performed successfully, colleagues are set up for success and our lawyers leave happy, and tell others. When handled poorly, “marketing” doesn't have its act together.
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