Canadian Lawyer InHouse

April/May 2021

Legal news and trends for Canadian in-house counsel and c-suite executives

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Page 40 of 43 39 When you can measure critical areas such as the sales process, the implementation and onboarding process, account management, delivery processes, operations (including things such as accounts receivable), company- wide communication and knowledge from the independent perspective of your market, you'll have a very accurate assessment of how well you're performing. When you have this information and you keep driving it toward the optimal 10/10 result, you can keep designing in a proactive manner that ensures you're staying ahead of the game and fulfilling and exceeding customer expectations. If you don't, then you'll keep chasing everybody else. It's like driving with the rearview mirror. You can only see where you've been and you don't know where you're going. It's extraordinary to think that most companies operate this way. Business growth is directly linked to the customer experience. Proactivity pays off The proactivity of customer experience ensures there is a plan and a commitment to growing revenue, based on increasing the value you offer to your customers. The more value you provide, the more they'll spend and the higher margin you'll receive because they're happy to pay for quality — but, most import- antly, they'll refer their friends and colleagues. If you obsess over your customers and not Darrell Hardidge is a customer experience strategy expert and the CEO of customer research company Saguity, which specializes in driving revenue growth from customer appreciation. He is also the author of The Client Revolution and The 10 Commandments of Client Appreciation. To find out more, visit your competitors and put in place very accu rate KPIs to understand what your customers value about doing business with you, you'll be in a powerful position. If you don't do this and instead you just wait and see what happens in the challenging economy ahead, it's potentially a recipe for disaster.

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