Keep Your Clients Happy & Improve Customer Service

Learn how to keep your clients happy and improve your customer service.


Customer happiness refers to providing a happy and satisfying user experience to your customers. It’s when the expectations of your users are met at the right time with the right intention. Happiness is the first step towards achieving loyalty and building a truly customer-centric brand. As a result, you generate loyal and happy customers who become your brand’s true advocate. Making your customers happy can be a great goal to have in terms of understanding if your business is scaling up in the right direction.

How can you improve customer satisfaction and keep your clients happy? It happens at every stage of their customer journey, whether they are a new client or one that has enjoyed a positive customer service experience from you for years. The solution simply requires you to take a more mindful approach to establishing and maintaining customer relationships.

Here are all the steps you can take to keep your clients happy:

Define your brand’s personality

Your brand needs to have a personality and identity in order to be easily relatable. Defining your buyer persona and crafting your brand voice embodies what your brand stands for. It is imperative to know your target audience persona because your personality must always be the right fit for your target audience. For instance, if your target audience consists of 70-year-old men and women, your brand cannot be youthful and cool. Furthermore, your brand personality is going to help in humanizing your brand. It will make your brand more relatable and likable. This is ideally the first step in crafting your customer’s happiness journey and keeping your clients happy.

Attract the right customers

Check your website, your social media accounts, Google My Business listing etc. If your website looks outdated, you’re going to have a hard time reaching Millennials and Gen Zers. If your social media accounts don’t have content or your GMB page doesn’t exist, no one will check your website. Google is where most people search first when they want to find out about a product or company.

With Google My Business you can provide prospects with a quick overview of what you do. In addition, you can provide high-quality photos, local contact information and client reviews. Furthermore, your website, social media and legal directories give you a chance to share your mission and values. That way you can write for your ideal customer and reach more audience.

Understand Their Business

A client-firm relationship has to be a partnership if both sides are to succeed. How can you help someone accomplish their goals if you don’t understand their business, brand or market? Therefore, take time to get to know your client. Craft an onboarding process designed to get as much information about your client as you can and clarify project goals.

Be Proactive

A proactive approach applies to any area of the salesperson’s company that serves the customer. Notice all the questions that need to be answered and effectively respond to occurring problems. Solve the problem easily and fast in order to build trust between clients and your law firm. Use the opportunity to show them that what you promised in the first place is what they will get. Finally, treat each customer like they are the most important person on your list. As a result, you will be able to keep your clients happy.

Keep you clients happy by communicating regularly.

Communicate regularly

Whether it’s before the sale, during or after the sale, communication is the key to a healthy client relationship. Therefore, listen to your clients carefully and ask relevant questions. For example, how would they like to be contacted and how often. Also, check if your company is doing everything to serve your client well. Collect valuable information from the customer to ensure the small problems don’t turn into big ones.

This is one of the most effective ways of keeping your clients happy. Good communication starts with a series of conversations that help you understand a project’s scope and goals. The client will tell you what they want to achieve, and you can manage their expectations before work begins.

Once a project gets started, keep the client in the loop by using a project management solution such as Toggl Plan. By using charts and logical and easy-to-follow timelines, you can share them with the client. That way they can view all project tasks that have been completed, are in progress or haven’t been started yet. They will appreciate these real-time insights more than the end-of-week email reports.

Follow up proactively with progress updates

Always follow up on every transaction with a personalized thank you message. Also, if you tell a customer you are looking into an issue, follow up with a status update. Contact them through e-mail or snail mail and offer information that would be useful to them. That way you show customers that you’re there for them even when they’re not buying. A phone call or email can make the difference between a happy customer and a disgruntled one.

Research shows that as many as 82% of customers will leave if they don’t feel appreciated. Some companies offer discount codes for the customers’ next purchase. Others send out thank you email with some suggestions of other purchases to consider. No matter your approach, always thank your customers to ensure they are happy with the experience.

If you keep your clients happy, they will tell friends and family about your company. They will post about your product to social media and write online reviews. They are, in short, priceless ambassadors of your brand. Improve customer happiness today and you’ll improve your overall business tomorrow.

Listen to your customers

The next step to building a happiness journey and keeping your clients happy is listening to them. Now that you know who your customers are, pay close attention to what they are looking for. Furthermore, what are the problems they face, how much are they willing to pay for the solution and so on. Paying attention to those details gives you a clear picture of your customer’s intention and expectations. And the best way to keep your clients happy is by knowing and meeting their expectations.

Provide a personal touch

Communication is vital to keep your clients happy and maintain a healthy relationship. Personalizing your website content, customer experience, and conversations allows your users to feel special and unique. Personalization can start with something as small as using the customer’s first name in the email or live chat conversation. However, it can also mean customizing your web pages depending on the demographics of the viewers.

RedPoint Global survey revealed how frustrated consumers are with a lack of attention to the personal data they share with businesses. In retail, in particular, customers are disappointed when:

  • They receive offers for something they already bought
  • They are shown completely irrelevant offers
  • Not being recognized as an existing customer

Therefore, collect details about your clients to personalize your communications with them. For instance, you should have their name and email address. One tool that can help you email your lists or personalize individual emails is Copper.

If you can infuse every email and call with a level of personalization, your customers will remember that. You’ll be the person who went to the trouble of noting down those important details, which reflects well on your attention to detail—and your business!

Keep your employees happy

Happy employees make happy customers. One of the easiest and the most effective ways to keep you clients happy is to start with your employees. Align your team around customer happiness, inspire them, be nice to them and provide opportunities to grow.

Every company can win over the long run with energized employees who believe in the mission and understand how to achieve it. It’s amazing the difference transparency can make when you’re rolling out team goals. Emphasize to your team that improving customer happiness will forever be important for your team, and every goal you set will be an actionable step towards achieving it.

Keep you clients happy by engaging with your customers.

Engage with your customers

It is important for your brand to engage your customers at the right intervals and frequency. Keep them engaged by staying in touch. Send regular updates via mail or email- for example a monthly or quarterly newsletter. It is a fantastic way of keeping customers informed and simply reminding them of your business name.

One of the best ways to engage your customers is to have live chat messaging software installed inside your product. This makes your brand accessible and reliable as your customers can reach out to you at any point. It allows you to stay in close proximity to your customers and be there for them whenever needed.

Set the right happiness goals

Most brands ask  “Would you recommend our product or service to your friends?” Though that gives an idea of how happy your customers are, it doesn’t translate to anything actionable. Instead, change your survey question to “Did you recommend our product to anyone this week?” For it will give an ideal representation of advocacy which makes your happiness quotient an actionable goal.

Fine-tune your goal

To fine-tune your actions into a reasonable goal, ask these questions:

  • What will our team do differently each day to make this happen?
  • How can we track this together? 
  • How will we stay accountable? 
  • When will we assess the success of this goal? 

Now you can put those pieces together in a single, achievable goal.

Communicate the goal to your team

Goals can only be achieved when your team understands what they’re working towards. That’s why team transparency is so important. Discuss your new goals with your team so that everyone is on the same page. At any point in time, every teammate should be able to explain your team’s goal and what they need to do to achieve it.

When you roll out a new goal to the team, tell them the information they need to feel invested in. For example, why you’re setting this goal and how important it is to your company. Furthermore, what’s expected of each individual and what you promise to deliver for them.

If this goal involves a significant change to your team’s workflow, develop a plan to help them make a change and stick to it. Usually, the best way to do this is with scheduled check-ins — weekly, monthly, or whatever makes sense for your team.

Ask Customers for Their Opinions

To keep your clients happy, reach out for their opinion. Ask them about their experience and what improvements they would like for you to include. This can provide valuable information on how you can improve products and your service delivery. For example, explore what would your customers change about your product to make them want to buy it. This question goes to the heart of whether a customer would invest their hard-earned money in the service you offer.

Ask for Customer Reviews Regularly

Whatever your preferred review site, such as Google Reviews, Facebook, Yelp or others, encourage your happy customers to share their positive comments. Monitor review sites so you can reply if needed and respond to unhappy customers.

Your prospects will instantly decide whether to buy from you or move on to a competitor, based on your reviews. It’s not just bad reviews that cause customers to pass on buying from you. Having no reviews is also bad. People won’t have a comfort level so they would rather skip past your business than risk being dissatisfied.

If you haven’t received positive feedback from clients, ask them if they are satisfied with your services. They will see it as evidence of your law firm’s commitment to giving them a positive experience. In addition, they will appreciate your willingness to hear their opinion. If there are any problems, use this opportunity to discuss what’s frustrating them and suggest ways of improving the situation.

Keep your clients happy by responding to their feedback.

Respond to all feedback

When you receive negative commentary, be ready to step up, acknowledge the mistake or reason for their dissatisfaction, apologize and try to make amends with them. This goes for anywhere you might receive reviews and includes both your negative reviews as well as positive ones.

A tool like ReviewTrackersBirdEye or Podium would be useful for this. With a reputation management tool, it’s much easier to keep your eye on all of your online feedback. Plus, if you can save time monitoring your reviews, you’ll have more time to thoughtfully respond to all the feedback you receive.

Respond promptly to questions and concerns

To keep you clients happy, answer phone calls right away. Reply to emails within an hour or two at most during work hours. Ideally, you should respond to their messages within a day. If you are busy and won’t be checking emails or voicemails regularly, arrange for someone else to support the client. You’ll come back to a happy client instead of a disgruntled one. Acknowledging your customers immediately goes a long way in improving customer satisfaction. Simple gestures show you care. Train your team regularly to make sure they show your company’s best side.

Build customer loyalty with a reward program

A proven strategy to keep your clients happy is to reward them for loyalty. Many businesses have a “buy 5 – get 1 free” card or something similar. However, you can also reward customers unexpectedly. After a repeat customer visits you a few times, give them an added service or a special discount. A tool like Candy Bar manages your loyalty program automatically and a customer can use it from their phone.

Treat Customers Like People

Establish your customer communication on trust and shared values. Be kind, responsive and genuine. Don’t see customer as a sale, instead see them as a person. Going the extra mile to care how your customer feels about your services. Keeping your clients happy is the best way to maintain your company’s revenues. Also, a happy customer will naturally spread the word about your business and become loyal to you. And loyal customers are the core of your long-term growth.

Keep tabs on your individual customers

Knowing your customer’s unique details will help you build stronger and more meaningful relationships with them. For example, you can make note of your client’s birthday. Afterward, you can plan on sending him a handwritten note reminding him that you remembered his special day. There are online tools to help you manage lots of customers the same way and keep track of all important details.

Present Them With Relevant Data

Every client wants analytics relevant to their goals and industry. When you provide metrics and data, use information that fits their campaign. In addition, explain how everything will be tracked and measured. You’ll inspire confidence and be able to forecast project results with greater accuracy.

Design a great experience

Your service should be designed to provide a great experience and supports your customer journey. Think of all the things your customer would want to achieve with your product to complete a job. Create a journey map accordingly and design your product to provide an interactive experience.

Your design should also ensure that it stands by your brand’s voice and persona. For instance, if your brand’s persona is luxury, then a black background can add more meaning than a different color. Always think in terms of offering a great experience instead of offering plain service or a set of features your customers would use.

Keep you clients happy by providing an outstanding service.

Provide an A-class service

Customer service is a way to meet your customer’s expectations. Ensure that you are in constant touch with your customers starting from onboarding. Keep your clients happy and build a loyal relationship with them. Have a complete understanding of why they are using your product and how to make the experience better for them. Understand what problems they are trying to solve using your products. Maintain a content repository to help them attain their goals easily. Talk to them, write to them, stay connected at all times. Send newsletters and product updates regularly. Solve their queries efficiently and make them feel special.

Provide an outstanding support

Be ready to provide support if your customer needs it in all phases of your collaboration. By being empathetic to your customers’ needs and problems, they’ll feel grateful instead of frustrated or angry. In fact, after a positive customer service experience, 42% of customers ended up making another purchase. However, after a negative experience though, 52% of them ended their relationship with the business.

As your business grows, it will become difficult to manage customer details. Rather than try to keep tabs on every point of contact, it’s best to monitor and manage support through a single channel. Zendesk is a good solution for customer support, for example. With it, you can provide white-glove support to customers, even if you’re a one-person operation.

Use Data to Set Customer Expectations

Managing expectations and transparent communications are key to healthy customer relationships. Understanding and reporting your average response times up front can set realistic expectations for your customers. Moreover, it can establish a sense of transparency and honesty early on in your relationship with a potential client.

For example, response rate data on company Facebook pages is letting customers know the average response time. And a quick response time is the sign of an engaged business. Similarly, for companies that depend on phone calls with customers, the average wait time is an important measurement. Efficient call centers are reported to have an average wait time between 15 and 40 seconds between live calls for an agent.

Provide extra value

Exceed client expectations instead of simply meeting them. If your timeline suggests that a milestone can be reached sooner than expected without burdening the team, do it! If you see an opportunity to save money without sacrificing the quality of the final deliverable, don’t hesitate. Going the extra mile will not only make your clients happier, but it will also ensure your own success because when your clients thrive, so do you.

Customers pay you to do what you do because you’re good at it and you get them the results they need. But if you really want to make customers happy, then you need to provide value beyond just your service. You can do it by providing useful information for your audience while empowering them to learn and solve problems on their own.

Content marketing is a good idea for small business owners and freelancers of all types. Digital experience is especially important as it’s one of the best ways to show off your skillset. For example, spend some time blogging. Use it to inspire or inform your clients and help them learn more about how your company works. In addition, consider filming short tutorials, preparing a webinar or post on social media regularly.

Be honest

There’s more to being honest and transparent in business than telling your story. You have to be reasonable when it comes to setting expectations too. Pay close attention to how you communicate with your customers. Be honest about what you’re doing and transparent about your progress. Finally, set realistic expectations so you’re not put in that uncomfortable position of having to backtrack later on.


Nowadays, companies are making efforts to make their customers happy in addition to thinking about the product and services offered. Successful businesses now know the importance of maintaining a good relationship with customers. Customer relationships are formed with similar intentions. Building a customer relationship is all about understanding the transactional nature of the relationship.

A happy customer is a key to long-lasting success. A happy customer isn’t just someone who makes a purchase with you today. A truly happy customer is one who will be loyal to you and your business for a long time to come.

Plus, customer loyalty and happiness have a tendency to spread. When people find businesses they trust, they want to tell their friends about it too. On the other hand, if you continually fail to meet your customers’ expectations, don’t be surprised if word spreads even faster.

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There are at least 21 different brand types. Check out some of them!

Different Brand Types in the Market

There are at least 21 different brand types. Check out some of them!


Brand types are categories of brands that share the same strategic approach to shape their competitive positioning. In other words- they are strategic ways that brands compete and are positioned relative to each other. Some of brand types overlap while some characteristic should be embraced by all brands. All brands should offer good service, for example.

Brands come in all sorts of various shapes and sizes with various qualities, advantages and disadvantages. There are at least 21 different brand types on the market today and each one of them has something different to offer. In order to fully understand how industries work or what brands can offer us, we need to differentiate them.  

Personal Brand

Personal brands are also known as an individual brand. They are defined as the brand which a person has built around himself to promote his or her career opportunities. Personal brand are often not related to a specific business model, which is necessary to commercialize the strategy. Celebrities are the most common examples of personal brands.

For example- people like Martha Stewart, Oprah Winfrey Mick Jagger. It may be composed of a few individuals, where the branding is associated with different personalities. With the advent of the Internet, personal branding offers tools and techniques for anyone to create a brand around themselves.

Product Brand

The most common type of brand is a tangible, individual product. Typically, product brands are associated with tangible products such as cars, household goods or lifestyle products. This can either be specific (individual product) or cover a range of products (product range).

These brands consist of emotions and ideas that can be associated with a product. Thus, the associations exceed the functional capability of the product and rely more on the public impression of it. Product brands are very common in FMCG industries, for example- Tide detergent.

Service Brand

Service brands are quite similar to product brands. The main difference is that they focus on service rather than products themselves. In other words- a service brand is just a brand that is defined by the service it provides. They are harder to develop since services are less tangible than products. 

Most of the time, these brands have to associate positive emotions with themselves in order to succeed. There are also new online service brands, for example, subscription brands. They have influenced changes in loyalty and technology expectations. In essence, they rely on the user experience and perceived value to promote their services.

Uber, Lyft and AirBnb are some of the biggest service brands to grow to prominence in the last few years. Along with several others developing a hybrid service brand identity such as Dollar Shave Club, Quip or Blue Apron. 

Service brands are characterized by the need to maintain a consistently high level of service delivery. They need to develop and maintain a strong positive image and customer interactions. This category includes the following:

  • Classic service brands (such as airlines, hotels, car rentals, and banks)
  • Pure service providers (such as member associations)
  • Professional service brands (such as advisers of all kinds—accountancy, management consultancy)
  • Agents (such as travel agents and estate agents)
  • Retail brands (such as supermarkets, fashion stores and restaurants)

Corporate Brand

The company which delivers products and services are known as organizational brands. That’s because they are closely related to the organizations that stand behind them. Fundamentally, these brands define those organizations and reassure the consumers in the quality and the service of the companies. Most often, corporate brands have all the necessary capabilities and assets to meet the needs of the consumers. Moreover, they have a global or a local frame of reference, performance records and citizenship programmes.

Mercedes and the U.S. Senate possess strong organization brands and each has associated qualities that make up their brand. Organizations can also be linked closely with the brand of an individual, for instance a particular celebrity. Hence, watching that celebrity reminds you of that brand. For example, the U.S. Democratic party is closely linked with Bill and Hillary Clinton and Barack Obama.

Investor Brand

These brands are applied to the brands which are listed publicly and to the functions of investor relation. They are often seen as investments but also as performance stocks. Thus, in order for these brands to succeed, investors have to blend their strategic and financial knowledge. In addition, they have to work on their purpose and value proposition. The main objective of investor brand is to get investments from the public and gain increasing high reputation via CSR. As a result, it attracts more investors and increases the share price. 

NGO or non-profit brand is one of the brand types you should check out!

Non-Profit Brand (NGO Brand)

A brand which is dedicated for more than fundraising but rather to drive social missions is called an NGO. NGO brands are usually frowned upon in the non-profit community. These brands are important because they are competing to get a bigger cut of the philanthropic pound. Thus, these brands are not just looking into fundraising to gear their social missions forwards. They are also paying attention to value models. Greenpeace is the classic example of an NGO which works only for promoting the environmental problems.

Public Brand

A brand which is owned and managed by the government is called public brand. At times even, the government is seen as a public brand in the eyes of people. Basically, these are brands related to the way the government is acting towards citizens and entities. Even though we cannot associate consumer choice with these brands, they do still exist. Moreover, they are vital for boosting people’s trust in the way government does its business. Such brands are Google and Facebook, which are also call embedded brands. 

Activist Brand

These brands come with a purpose that’s always related to some social cause. However, they promote their purpose so well that their consumers opt for them because they’ve distinguished themselves in their minds. A good example is Body Shop, which is completely anti-animal cruelty. Another example is Benetton which has been fighting global issues and bigotry throughout its existence. This brand is synonymous with the cause of purpose where the alignment defines its uniqueness and the minds of customers.

Geographic place Brand

In order to attract tourists, residents, investors and even businesses, destinations can build a brand around themselves. Certain landmarks that have distinct key qualities can be seen as identifications of a brand, if utilized correctly. They are also known as city or destination brands. They capitalize on the feelings that a region builds in order to associate itself with related ideas and concepts.

Geographic branding is used frequently to attract commerce and economic investment, tourism, new residents and so on. “What happens in Vegas, stays in Vegas” or “Visit Denver “are great examples of this brand type. A perfect example would be 221B Baker Street in London which is associated with the famous character of Sherlock Holmes.

Ethical Brand

Businesses can build ethical brands and use them in two different ways. They can use them to describe which practices a brand uses in order to improve the overall business. For example, an ethical brand might devote its work to CSR and worker safety. On the other hand, ethical brands can denote quality marques. These are important, as they reassure the customers that the brand is, above all, responsible. A good example would be Fairtrade. In addition, most ethical brands are a part of NGOs, like Trade Network and WWF’s Global Forest.

Celebrity brand is one of the brand types you should check out!

Celebrity Brand

Celebrities can also build brands around themselves. Nowadays, celebrities can endorse products, become brand ambassadors and get associated with brands via product placement. For example, a celebrity can wear a dress by an ethical designer and associate themselves with a good cause. Another example is an association of Angelina Jolie and Brad Pitt with UNICEF.

Ingredient Brand

Some brands opt to collaborate with ingredient brands so as to increase their value proposition. These brands can add more to the mix in terms of quality and manufacturing. They are the feature elements of the bigger brand and can lead to more sales and more following. Because they are combining their fans with another brand’s fans. Some of these brands are Teflon, Gore-Tex and Intel.

Global Brand

This brand is based all over the world and is well known and renowned on a global level. Their business model most often relies on availability, familiarity and stability. However, these brands often have to adjust to the changing cultural tastes and expectations in order to stay relevant. Furthermore, it is essential that they have homogenous offerings all over the world. Examples include every multinational brand like Google, Microsoft, Apple, McDonald’s, Starbucks etc.

Generic Brand

Just as the name says, these brands have lost their distinctive traits and are plain and generic. There are three forms of them. First, a Generic brand that has been used so extensively. As a result, it has been passed as a verb to define the entire category. For example- Xerox, Jet Ski, Sellotape. The replacement of a common name by the generic brand itself says about its success in the market.

Next, brands that are on the verge of ruin, as they’ve lost patent protection, for example. These brand types are specific to the healthcare industry, as the competition there is fierce. The last form of generic brands is the one that has no brand value at all. These brands have unlabeled and unbranded products and they feature a functional description instead of a brand name.

Luxury Brand

These are usually designer brands whose products can serve as status symbols. That’s why most people tend to aspire to buy luxury brands, so that others can admire them. Luxury brands form a niche market for selected customers. Moreover, luxury brands are often endorsed by their consumers via stories, associations and quality. Nevertheless, they are vulnerable to market shifts, as well as changes in consumer confidence and perception.

Luxury brands are always being pressured to create affordable products, as most people cannot afford them right now. However, they do not engage in reducing the price but are rather dedicated to providing premium service to customers. Rolex watches are the perfect example of a luxury brand.

Cult Brand

Instead of having customers, cult brands usually have fierce followers. Moreover, they pick fights with their market enemies; they challenge them, just as the challenger brands do. However, real cult brands usually focus on their own obsessions and passions rather than on what their competitors are doing. They set the rules their followers comply with. Furthermore, when marketing their products or services, they do so in such a way that others flock to them. They rarely have to chase people to pay attention.

Clean Slate Brand

Clean slate brands are actually the pop-up versions of regular brands. As such, they don’t have any proof that they’re good nor are they well known. However, they move fast in order to give their consumers something new and modern. Thus, they can become quite popular over a short period of time.

Private Brand

Private brands are known as private labels, own brands or store brands. These are actually brands that are trying to weaken the name brands’ asking prices. Instead of offering value, these private labels focus on OEM-sourced, value-based retail offerings. As such, they don’t inspire a huge level of loyalty or appeal among consumers. 

However, if they work on those aspects, they could increase their value. Moreover, they could play a bigger role in the part of the market that focuses on the “affordable premium”. Private-label brands exist among retailers that possess a particularly strong identity (such as Save-A-Lot). Private labels may denote superior, “select” quality or lower cost for a quality product.

Employer brand is one of the brand types you should check out!

Employer Brand

These brand types focus on employee value proposition and deal with high-quality staff employment. In essence, these brands are doing their best to better the recruiting process. Furthermore, some of them also expand on those efforts and work on developing a productive and healthy work culture. Nevertheless, even though employer brands seem like a good idea, they are often just that — an idea.

Most companies have a huge HR staff that has to handle the whole recruiting process. Which means that the employer brand doesn’t have a real purpose in the end. Moreover, marketers are rarely interested in solving people issues. Thus, the satisfaction rates in many corporate cultures around the world are poor and need improvement.

The success of a company depend on the best staff and the ability to retain that staff. Employers need to provide all the functions to the cause in order for them to be retained in the organization. A better staff not only adds value but they also grow the organization along with themselves. Google is one of the highest rated employees and employees are found to love their jobs.

Event Brand

Event brands produce events which deliver a consistent branded experience to its attendees, creating long term consumer loyalty in return. This brand is typically strongly connected with the customer experience the attendees gain from being at the event. Brands are trying to leverage the emotional connection associated with the event’s goodwill by being a part of that experience.

Events can become brands when they strive to deliver a consistent experience that attracts consumer loyalty. Examples include conferences the TED series; music festivals like Coachella or SXSW. Moreover, sporting events like the Olympics or NASCAR and touring Broadway musicals like Wicked. The strength of these brands depends on the experience of people attending the event.

Group Brand

Group branding happens when there is a small group of branded entities that have overlapping, interconnected brand equity. For example, the OWN group brand of the Oprah Winfrey Network and its known members are strongly connected. Similarly, the Rolling Stones represents a group brand that is strongly associated with the personal brands of its members. Another example are the Beatles presented up brand in its entirety as well as for all of its members.


E-brands exist only in the virtual world having a presence over the web. Many e-brands, such as, focus on providing an online front end for delivering products or services. Others provide information and intangible services to benefit consumers. Typically, a common denominator among e-brands is the focus on delivering a valued service or experience in the virtual environment.

Value brand

Unlike luxury brand, value brand operates on price and offers basic services for a lower price. Since the work on higher volumes, it is necessary that the price their product is lower. Titan is an example of a value brand. 

Innovative brand

These brand types focus on constantly improving the product by advanced breakthroughs in technology. Innovation is their primary aim and hence these brands are unique to the market. Apple is known for its innovation in the market and Apple products are considered as innovative products.

Disruptive brand

This is the brand which challenges the current and age-old ways of executing things in the market. Moreover, it introduces and supports innovative concepts that substantially challenge and change the market. An innovative brand may or may not be a disruptive, but more often a disruptive brand is an innovative brand.


Many brand types function across multiple brand descriptions. However, when developing a brand, focus on one primary brand type and let any other associations develop organically. Think about your audience, your industry, your specific USP and how to express your brand values. Make sure your brand generate value and align with your overall brand strategy. In order to grow a successful brand, ensure it stays relevant and able to be distinguished in each context it’s placed in.

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If you require guidance with your branding strategy, contact us today.

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Learn about the importance of brand culture for law firms.

The Importance of Brand Culture for Law Firms

Learn about the importance of brand culture for law firms.


Brand culture is the combination of connected factors that create the law firm’s work environment. Having a well-developed brand culture for law firms is hugely beneficial. If everyone on your team believes in the same values and strive to achieve the same goals, creating a strong brand comes naturally.

Furthermore, you will be able to foster an environment from which you can effectively communicate your brand outwardly. As a result, you will attract new customers from the targeted market, reach higher sales and elevate business profits.

The Benefits of a Healthy Brand Culture

A healthy brand culture for law firms:

  • Attracts like-minded people, whether they’re potential employees or potential customers
  • Grows an environment where people are motivated to work for you and passionate about what they do
  • Creates team members who are great brand ambassadors and boost your brand awareness
  • Builds brands that are authentic and represent what the business believes

How to Build a Healthy Brand Culture

Nurturing a strong law firm culture benefits both employees and the firm. When a firm has a healthy, strong culture, employees are more engaged and productive. And when employees feel better, they get better results for their firm. When you know what your firm stands for, your values can help guide decision making in all aspects of your practice.

From hiring process, growth and how you want to market your firm. Having a defined vision, culture and values can help people and clients understand why you do what you do and how you do it. Defined cultures and values also help give purpose and direction for your employees to work together towards common goals. When people can get a sense of your small law firm culture from the outside, you’re more likely to attract ideal clients for the business.

Define Your Core Values

Core values are the foundation of your company culture. They reflect what’s important to your organization. If used properly, they shape your people’s attitudes and actions. Use them as starting points for drafting your own unique company culture.

Your values are traits that drive your firm’s specific vision and culture and help your team pursue your firm’s goals. They are the foundation of your law firm’s reputation. Your law firm’s core values should clarify why you exist as a firm and what it is you offer. Moreover, they should align with the goals and vision you have for your firm. 

Having clear values helps connect your staff to their work. People need purpose and direction to do their jobs well and having law firm values helps with that. Your values should guide and influence every decision you make. From hiring, firing, managing and interacting with clients, determining employee compensation and more. 

There are many ways to define your law firm values. Start working from your own feelings and ideas. Work as a group to develop your firm’s values. Your values should also be specific, authentic and concise. They may change over time, but they should be true to you.

Codifying your law firm’s values help you show others what makes your firm unique, different from other firms in your area and help reinforce your work culture. Once you have your values in place, write them down and share them with your staff and the world. Let people know what you stand for and how you approach your practice. Afterwards, use them to guide decision making for your practice, including your day-to-day decisions or how to hire the right people for your firm. 

Defining your core values is an important part of brand culture for law firms.

Define Your Law Firm Culture

Use your strengths, unique selling proposition, vision statement and the business fundamentals to define your law firm culture. These facets help your company’s employees to define the culture that provides the way forward for the entire brand architecture and strategies.

People who align with their company’s culture tend to be more productive, foster a positive work environment and have a sense of pride in where they work. People who don’t align with their company’s culture don’t get along with co-workers, negatively affect the work environment and ultimately leave their jobs.

Everyone at your firm is responsible for culture. Culture comes from interactions with everyone. In order for your law firm culture to reflect your values, your employees need to live and drive those values themselves. Your firm is the most productive when everyone on your team is in sync, knows their roles and move together towards a common goal. Therefore, strive to build a culture that encourages trust between team members and confidence in individuals while having the right people in the right places. 

Hire Employees that Embody your Company Values

The goal of the hiring process is to find the best fit for your firm. The job description is the first step of the process. Before writing your job posting, take time to review your law firm’s values and make sure they’re on your law firm website. Consider what skills, traits, and values you’re looking for in a candidate to help you determine whether a candidate will be a good fit for your firm.

As you write job postings, make sure they spend more time talking about your core values and vision than they do experience or education. The earlier and more often you talk about your law firm’s culture, the better the hiring process will be for you and your applicants. You should only hire candidates who match your culture and whose goals and values are aligned with the core values and objectives of your brand.

For example, if you’re a dog-friendly firm, include a note that applicants must be open to a dog-friendly office. Being specific about who you are and what you’re looking for is a great tool to use in job postings to quickly find the people who are most likely to work well with your team.

Reward and Recognize Your Company Employees

The internal employees of the company are its very first and crucial brand ambassadors. If they are happy and satisfied with the working environment, they will endorse the same within their social circle that will enhance the value of the brand. Hence, it is important to recognize and reward the significant work goals accomplished by the employees to keep them motivated.

Rewarding your employees is important part of brand culture for law firms.

Use Your Core Values as a Guide

When you’re faced with difficult decisions, look to your values to provide clarity and help you make informed choices that are consistent with your ultimate goals. Your law firm’s values can help you prioritize your goals and inform your strategic business decisions from hiring and staffing your firm, deciding how to manage clients and staff compensation. When making a decision, ask yourself if the decision is in alignment with your values. If you work in alignment with your values, you’re more likely to make decisions that you’re proud of and excited about.

Revisit, Review and Revise Your Core Values

Stay true to your established values because they can help leverage growth in your firm. For example, your core values set certain expectations and standards and encourage your staff to aspire to those values. Therefore, make them easy to find, reference them everywhere and show your clients what you stand for.

Revisit your values regularly and make improvements for the better in order for your law firm to grow. Look at your law firm culture at regular intervals to determine if things need changing. Having values written down and regularly updated gives a direction on how you want your firm to grow. Furthermore, how you want your team to grow with you. Always make sure your company is embracing your law firm culture.

Work on Your Brand Elements

The next step in building a good Brand Culture involves working on the brand elements. For instance, your logo, tagline and Pantone shades that are specific to your brand, typeface, language and tonality. Corporate and brand guidelines need to be formulated and documented guiding the marketing department, branding department, design agencies and other vendors at every step of marketing and promotional activities.


A strong brand culture is an opportunity to set your law firm apart from the competition. It clearly tells potential clients and staff exactly what your firm stands for and the values its practices. By building a stronger brand culture for law firms, you create an environment that makes lawyers more supported and motivated. When people feel like they are valued, they tend to be more engaged and productive.

Good brand culture for law firms means that everyone is on board with the values and purpose that drive the brand. Instead of the brand being a public image that is projected only outwardly to customers, it’s something that is built from the inside out. It means that the people who make up the business are living, breathing embodiments of the brand that they represent.

The company that fosters a healthy brand culture is able to keep and attain the brand promises in a successful manner. The internal operations and workings are highly process led and driven. The internal staff and employees are highly motivated and inspired to work with the brand and dedicatedly excel in attaining the aims and objectives of the brand that also makes them grow on the professional and personal levels.

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Get More Referrals for Your Law Firm in 2021

Learn how to get more referrals for your law firm.


A business referral is an act of introducing a new prospect to your business by someone in your network. This may happen spontaneously during organic conversation or as a result of conscious referral marketing efforts. Business referrals’ impact is big and can help grow your business. It starts with providing your customers or clients exceptional customer experience. That way they feel motivated to share their experience with the people they know.

According to Nielsen, 92% of consumers trust referrals from people they know. Hearing positive things about a service has a significant impact on their decision. Referred customers are also more loyal and have a 16% higher lifetime value. By encouraging referrals from other customers, you can get more high-quality customers.

Referral relationships are some of the most profitable and secure in any business. To acquire these connections, your business must have something of substantial value to offer. We’ve outlined effective steps for creating referral system and suggestions for putting it into practice.

Identify your advocates, promoters and loyal supporters

Referrers are people who know your company and already think highly of it. Referrers can be existing clients, vendors, complimentary service providers or business friends. The first step to asking for a client referral is to identify those most likely to have something to say. Satisfied clients will likely know other people with the same needs who will benefit from what you have to offer. Therefore, targeting the right people is essential for the success of your referral system.

Nurture client relationships

All successful relationships require time, energy and effort investment. Hence, in order to gain referrals, you have to develop solid and successful relationships with your clients. Discover your customer’s needs and wants to get the idea of what it is going to take to satisfy them. Certain customers may require to show you can deliver with consistency before they will consider offering anything in return.

As a result, this will develop into an investment that offers the long-term return you’re looking for. Furthermore, continue investing in each business relationship, keeping them engaged with your brand. This can be done by:

  • Staying in touch post-sale and nurturing the relationship into a long-term connection.
  • Continuing to provide value, whether it’s through additional offerings, helpful and informative content, or semi-frequent check-ins.
  • Providing an ongoing community or sharing a set of values (such as an altruistic cause).

Deliver quality work

High quality work, service and effort are critical when securing referrals. Quality work isn’t just centered around the service you sell, but also through the appreciation you show to your clients. You can show your appreciation through flexibility in scheduling times or being more relaxed with allocated time. It is your job to deliver what you say you will deliver and to answer all client questions. Therefore, work hard to cultivate a strong reputation by delivering, adding value and providing a friendly service. As a result, referrals will come naturally to you.

Become an expert in your field

Being an expert in your field of work is imperative to the customers who are going to count on you. Expertise is best established through your continued education and experience. Once you develop expertise and gain necessary experience, your reputation will speak for you. This is when you can create a niche that is uniquely yours. Another important part of being an expert is to be a good listener. When new clients feel their needs and core values are truly understood, they are more likely to refer you to others.

Provide exceptional customer service

As seen above, it’s important to deliver consistent, high-quality work. Moreover, it is equally important to be willing to hear, give and receive feedback with the clientele you work with. As a result, it will be easier to develop mutually beneficial relationships. If you have clients who see the value in what you do, they’ll refer people your way.

If you display excellent customer service skills, you can create your own web of industry knowledge transfer. For a start, share your knowledge with others so they can learn from you. In return, you can also learn from them. Furthermore, express genuinely care about your clients. Make your goal to secure an enduring, productive and lucrative relationship.

Strive for sincerity and transparency

An important element to any beneficial healthy relationship is respect. To develop a broad referral base, you must treat others the way you would like to be treated. The purpose is to create a long-term relationship with your client base by always being ethical. In other words- sincerity and transparency are the highest form of respect. When you are honest in your intentions, it builds the credibility of who you are. Therefore, provide your customers with high quality, timely, thorough, consistent and ongoing communication. The truth is- when people feel cared for and respected, referrals are nearly guaranteed.

Find the right time to get more referrals for your law firm.

Choose the right time

Avoid asking for referrals at the end of a job, when sending the invoice. This may not be the most opportune time to ask for a referral because clients are focused on settling debts. Instead, experiment asking for referrals at other times. Look for opportunities where a client is particularly pleased with the work you’ve done. Perhaps after you hand in the first stage of a multi-stage project or before the second project.

Partner up with other service providers

Approach other companies who offer complimentary services about combining forces for a referral program. To give a partnership the best chance of success, offer referral clients a discounted package on both services. Sell your package as a way for prospects to fulfill all their needs in one place. Create unique collateral outlining the package and share it to your current clients to see if they know anyone who want. In addition, set up a ‘Recommendations’ page on your respective website outlining different partners and the complementary services they offer.

Offer unique content

Present your referring clients with content they can share with their customers or business networks. Sharing free content gives you a reason to contact referrers on a regular basis. Moreover, it helps you to build authority and trust with potential prospects before they’ve been officially referred. For example, try:

  • Inviting referrers and prospects to a free seminar or webinar on a topic of interest
  • Writing a whitepaper about an important industry trend
  • A blog post about how businesses can deal with recent regulatory changes
  • A Facebook live link for a Q&A session targeted to new businesses

Create different avenues for advocacy

Some clients feel uncomfortable giving referrals. It could be due to the previous bad experience. If a client says they don’t give referrals, respect their decision. However, consider reaching out to them after some time with a different offer to advocate for your company. Try asking them to:

  • Participate in a case study by interviewing them about their success for your website. You can create a written testimonial or even a short video.
  • Review your services online. 92% of customers read online reviews, and they’re vitally important in the decision-making process. Getting positive reviews on trusted websites is a great way to improve trust.
  • Fill out a survey and share how they discovered your company and what services they need. In addition, to share other ideas for improving your service offerings.

These lower-effort actions will still drive potential new leads to your company and won’t risk your relationship with your customer. Ask them what they would be comfortable sharing and consider placing their positive feedback on your website or social channels.

Add a customer loyalty program

Your most loyal customers are probably going to be the ones who refer your company the most. Acknowledge these groups by creating a customer loyalty program that rewards them for advocating on your business’ behalf. This system could be point-based or it could even be a premium membership. It could also extend beyond just customer referrals as well. No matter how you do it, make sure your customers feel valued and inspired to become loyal. In turn, loyal customers will give you free referrals through word-of-mouth marketing to their family, friends and even strangers online.

Offer a reward program

If you want to make sure your customers search their networks for a good referral, offer them something valuable in return. Whether it’s a gift card or free month’s subscription, give something back to your customers for connecting you with warm leads. For example- 30 days free or 3 months of discounted pricing.

If your client gets something out of the arrangement, they will make an effort. In the B2C marketplace, referrals often give clients discounts, free swag, vouchers or items to collect. Rewards are also an excellent way to show gratitude to returning clients who give referrals. Choose a reward that fits your values and gives your clients something of value that they’ll enjoy striving towards.

Align with your customers' values

Do your research to learn about what your customers truly value before asking them for a referral. Then, you can align your incentive or acknowledgment with those values. Finally, you’ll be able to give them an idea of the impact they’ll have with a referral. 

For example, if you know they’re personally or professionally invested in advocacy for a cause, reward them for referrals with a donation in their name. Simple gestures like this can go a long way toward proving to customers that your relationship is a partnership, not just a business transaction. When your customers know that you share the same values and interests as them, they’re more likely to want to submit a referral.

Distribute your content and resources across different channels

Research your clients and identify the channels that they spend time in. By doing this, you can increase the likelihood of getting a response if you approach them where they already are. For example, you wouldn’t want to send a LinkedIn message to a satisfied customer if they rarely use the platform.

According to researches, 47% of buyers view three to five pieces of content before engaging with your brand. This means that before your existing leads closed into customers, they were exploring your existing resources.

Therefore, it’s important to strategically distribute your content to ensure it reaches qualified prospects. For example, adding ‘Share This With a Friend’ link to your automated offer emails could help you achieve just that. In short- make it easy for your customers to pass along your resources to their qualified connections.

Use different channels to get more referrals for your law firm.

Personalize the request

When you ask for a referral, personalize the request to the client by explaining why you’re seeking it specifically from them. Use their name in the request you send out as a means of generating a connection. Let them know that you’re reaching out to them specifically and that you’re aware of their experience with your business.

Get specific with your ask

When you ask for a referral, be specific about it. Make sure that the customer knows exactly what you’re asking of them so they can give you what you’re looking for. Otherwise, customers may not know who to ask or what type of person you’re looking for. In that case, you will have to spend more time verifying a prospect after a referral has been submitted.

Join meetup groups

Online resources such as LinkedIn, Facebook and the NextDoor app help familiarize others with our face, name and the service we offer. Meetup groups and networking groups are also excellent resources to get us in front of people. These types of networking groups are sometimes the places you meet and create your more enduring connections. In addition, be prepared to ask how you can refer business to others as well.

Appreciate your employees

In order for you to have a good connection with your customers, clients, or partners, it is important to have a good relationship with your employees first. Treat your employees well for they will provide great customer service leading to customers having the positive experience. If your employees are content and appreciated, they will be more productive and involved in the business. If you give importance to your employees, they’ll give importance to your customers.

Express your gratitude

Referrals given by your customers or referral marketing helps you reach your business goals. For this reason, be grateful and appreciative of every referral you get. Moreover, show your appreciation so that you have an edge over other companies. For example, send a thank you card or invite a referrer for a dinner to thank him/her personally. Especially if his/her referrals have added a lot of value to your business that led to high revenues.

Always remember that it is very important to thank and express gratitude to those people who referred your business to other potential customers. Because of them, you have been given a great opportunity to grow your business. The customer is doing you a big favor, and you should be grateful for it and let them know that you’re grateful. Consider offering incentives, as mentioned above along with continuing to provide the exceptional service that satisfied them in the first place.

Showcase your best sources of referral

Use those who are clearly delighted with your business and regularly refer business your way as case studies. Ask for permission to feature them on your website, in your marketing materials and even in your advertising.

Give referrals to others

Probably the best way to boost referrals is to make a habit of referring business to others. The act of recommending another business to a friend or colleague can lead to lots of new business. You can join such a group to tap into an established process for generating referrals. Or you can start your independent campaign to regularly refer customers, friends, family and colleagues to other businesses.


Developing the right strategy for referrals leads to a solid business that is continuously growing. The best course of action is to determine your business needs, your current goals and how you want to achieve those goals. Afterwards, identify the customers most qualified to give referrals. Take some time to analyze if you’re targeting the right group of people or the right network.

Before you can develop the right strategy to get valuable business referrals, focus towards maintaining connections with the right people from different companies. This group of people will act as advocates for your company or even more. Once you have the right network, you can maximize your referral strategy.

Finally, in order to leverage your referral system, it’s critical to track your referrals and analyze key metrics. Incorporating these elements into your marketing strategy will result in effective referral system that drives business and makes you more profitable.

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Effective Ways to Collect More Customer Reviews

Find out the effective ways to collect more customer reviews.


Testimonials and product reviews can be one of the greatest sales tools for your law business. In fact, over 70% of consumers say they look at product reviews before making a purchase. Moreover, nearly 63% indicate they are more likely to buy from a site that has product ratings and reviews. Consumers want to share their experiences. 

The secret is, you just have to know how to ask correctly. That way, you can succeed in collecting more customer reviews. In addition, you will build stronger relationships with your consumers. Therefore, the more ways you can ask for reviews, the more successful you’ll be. Here are some of the effective strategies for collecting more customer reviews.

Ask for reviews in your post-purchase emails

For instance, follow up with buyers. Consider sending an email to customers after they make a purchase. You’re most likely to get a review when the purchase is still top of mind. Personalize your post-purchase emails with the customer’s name and the purchased services, with direct links to write a review. According to the recent research, nearly 80% of all reviews content is generated from email requests.

Add a review request form to your product pages

Add review forms to your product pages, so customers have a place to leave a review. No matter if they purchased your products from your site, another retailer, or in-store. In addition, encourage longer reviews by adding a Review Meter link that shows a progress bar.

Create a landing page for reviews

If you don’t sell your products through your website, create a page on your website just for reviews. Furthermore, feature each product with a link for a review. In addition, share this link on social media, email newsletters and other marketing communications.

Ask for reviews on receipts and invoices

For in-store purchases, add a call-to-action on your receipts and invoices asking shoppers to write a review. Take every opportunity you can to remind shoppers that their feedback is valuable and you’re always looking for reviews. 

Include review requests in your email newsletters

Marketing email newsletter is another great opportunity to ask customers for a review. Remind them of the value of reviews in a short callout. Or feature some of your products along with links to the review form.

Ask for reviews via text message

If you are targeting younger generations, ask them to leave reviews via text message. Moreover, send them links to your review form after their purchase and collect more customer reviews that way.

Reaching your customers via text message is one way to collect more customer reviews.

Host a sweepstakes or giveaway

According to one research, 55% shoppers said they need an incentive or reward to write review. Hence, throw a review sweepstakes, where each review counts as an entry. Furthermore, promote your review contest by including it on your website, email newsletters and social media channels.

Include your review request on the product packaging

Ask for review while your customers are excited to start using your product by including it on your product packaging. For example, print a QR form which will take your customer directly to your review form by scanning.

Collect more reviews via QR codes

Furthermore, print a QR code on a business card with instructions on how to write a review. In addition, use QR codes in a variety of places to collect more customer reviews.

Award loyalty points for writing a review

If you offer a customer loyalty program, make writing a review one of your point-earning activities. Allow customers to earn points each time they leave a review for one of your products.

Share product samples

Collect more customer reviews fast by offering product samples. You can share physical products, or distribute physical or digital coupons for specific items. Tell customers that you are looking for their feedback. Because you’ve already given them a free product, they’ll be more likely to return the favor with a review.

Reward reviews with a product discount

After a customer writes a review, thank them with a discount. It can be a percentage-off discount or something as simple as free shipping. Offering a discount encourages the customer to make another purchase and keep writing reviews to score more discounts.

Ask for reviews on your Order History page

Customers often review their Order History to reorder their favorite products. That’s an excellent time to remind them to write a review. For example, include a CTA to write a review next to each product in their order history.

Ask for reviews on social media

Being social and accessible is the best way to get honest feedback. Therefore, tell your loyal followers they can help by writing you reviews. Ask for reviews on Facebook and Twitter and include swipe-up links in your Instagram Stories. Afterwards, share positive reviews thanking those who wrote them.

Reaching your customers via social media is one way to collect more customer reviews.

Follow up on Facebook comments

Social media is a perfect place to collect more customer reviews. Therefore, make your Facebook, Twitter and Instagram accounts easily accessible so customers can reach out with comments and questions. Moreover, if customers are talking about your products on social media, join the conversation. Respond to positive Facebook comments with your appreciation and a link to leave a review.

Include review requests on product warranties and registrations

After customers complete their product registration or warranty, ask for a review. They probably want to keep their product protected, so they will have some positive things to say. This is an excellent way for non-ecommerce brands to collect reviews.

Highlight your reviews on your homepage

Consider placing a couple reviews right on your homepage. If you have reviews for specific items, publish them on each product page. Moreover, dedicate a new page to collecting testimonials.

Contact those who leave you positive reviews

Follow up and socialize your positive reviews. In addition, ask for permission to share their shoutout on your site or social media channels. Include the customer’s name and picture when you post the testimonial. This can be a nice way to thank your customers and it also adds a level of credibility to their review. Consider adding the source of the review, to encourage other customers to send in their own feedback.

Contact those who leave you negative reviews

Don’t avoid responding to negative reviews for they are valuable source of feedback. Especially if you think the reviewer is justified in their complaint or other customers have complained about the same issue. Take this opportunity to learn from your clients and improve your business.

Give your customers a reason to review you

Give your customers a reason to review you. It may be something as simple as writing a personalized thank you note. However, use the opportunity to build a stronger relationship with your customer. Let them know how much you appreciate them taking the time to give you feedback.

Ask at the right time, in the right way

Data shows that there is a right time and a right way to ask for reviews. For example, review response rates jump by almost 20% between 1-3pm. Probably because people are getting back to their desks after lunch and aren’t ready to jump into their work yet. When sending review requests manually, be sure to take timing into account to increase effectiveness.


Collecting customer reviews and finding the best way to leverage them to drive sales should be important part of your marketing strategy. Especially because recent survey reveals that 77.3% of people say reviews impact their decision to make a purchase.

The review process empowers your new customers to make their first purchase. Furthermore, it encourages loyal customers to repeat their purchase. Knowing how to encourage customers to leave reviews is important and utilizing these effective methods will help you do that.

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Types of customer service you should know about

Check out all the types of customer service.


Effective customer service is a key part of any successful business strategy. In recent years, customers have started using digital communication tools to give companies feedback about products. As a result, numerous new customer service tools have been created. Therefore, it has become a necessity for companies to offer multiple channels for customer service.

Customer service is the support a company offers to its customers. Support begins during the purchasing process and usually extends past the purchasing date. During the purchasing process, companies provide customers with information about services they sell to help them make informed decisions.

Offering excellent customer service is important for businesses looking to grow their brand loyalty and maintain their customer base. Successful companies create an environment where customers feel comfortable coming to customer service agents for assistance. When customers are confident that they will receive the help they need, they’re more likely to repeat purchases. Furthermore, they are more likely to become advocates for your company and recommend your brand to others.

With the increasing use of digital communication tools, many companies have started offering customer support on various platforms. Beyond the telephone, customers can now find support via email, webchat, text message and even on social media. There are many tools to help companies provide customers with the help they need. However, there are two basic types of customer service: proactive and reactive.

Proactive Customer Service

This type of customer service is about identifying and resolving issues before they escalate and become problems. They focus on customer success and for that reason, the majority of consumers prefer proactive support. In fact, about 68% say that proactive customer service improves their perception of a brand.

Advantages of Proactive Customer Service:

  • Higher customer loyalty and a better service experience
  • Lower volume of issues and requests
  • Trust and strong customer relationships

Disadvantages of Proactive Customer Service:

  • Annoying to some customers

You can deliver proactive customer service by solving an issue in advance or providing self-help resources.

Proactive Customer Service Types:

  • Self-service
  • On-site
  • Live chat
  • Chatbots

Reactive Customer Service

Reactive service comes after a customer files a complaint, experiences a problem or feels generally dissatisfied. Reactive support is usually more stressful as support agents are dealing with negatively charged people. It also makes a less positive impact on the customer experience and brand perception.

Advantages of Reactive Customer Service:

Disadvantages of Reactive Customer Service:

  • More workload for support agents
  • May increase the churn rate

Types of Customer Service

Walk-in service departments

This type of customer service is slow and inconvenient for people who have to visit the physical storefront in order to get their concerns addressed. However, one-on-one customer service interactions can be practical when it comes to building a rapport with your customers. Your can get the opportunity to have a meaningful conversation, know a customer better and get feedback in real-time.

On the contrary, in-person interactions can sometimes require to offer a solution to an angry customer right away. In fact, a single customer case can take up the majority of your time – leading to a delay in the work you were scheduled to do. 

Advantages of Walk-In Customer Service:

  • Have face-to-face interactions with customers and understand their problems better
  • Win the trust of your customers as well as prospects
  • Get the opportunity to recommend other similar products and increase sales 
  • Get non-verbal cues from customers (eye contact, gestures, facial expressions, etc.)

Disadvantages of Walk-In Customer Service:

  • Maintaining a separate in-house customer service section can be time-consuming and expensive
  • That space can be instead utilized for selling more products
  • Having an “only physical help section” makes your business appear outdated
Telephone support is one type of customer service you should know about.

Telephone support

Telephone support is a classic way of offering customer service and probably the oldest customer service type. Moreover, a phone conversation remains a powerful way to solve problems. In fact, around 61% of US customers prefer phone as their go-to channel to resolve customer service issues. To receive telephone support, customers call agents on the phone to ask questions and explain their problems verbally. This allows them to describe complicated situations with ease. Furthermore, support agents can resolve complex issues faster and deliver detailed, personalized support.

However, there are some challenges in telephone support processes. For example, poor cellular service that can lead to dropped calls or limited staff availability that can lead to long wait times. Furthermore, it can be expensive when it comes to customer service. However, with the right software you can get valuable insights. For example, the number of calls, full customer history, call recording and other time-saving tools.

This type of customer service works great for online businesses and companies who value personal connections with customers. It also works for businesses and institutions that handle complex cases. The phone will allow them to instantly answer all the questions the customer may have. In addition, it is ideal for B2B or B2C sectors that deal with high-priority or sensitive requests.

Advantages of Phone Customer Service:

  • Deliver a personalized experience to each customer
  • Customers can interact with an agent and get the right solution in real-time
  • Improve your chances of First Contact Resolution (FCR)
  • Offer automated call back feature to interact with customers at their convenience
  • Takes less time than typing or email exchange
  • Easy to use for different generations
  • More natural human-to-human interaction

Disadvantages of Phone Customer Service:

  • Long hold times can decrease the customer experience
  • Customer service agents cannot handle multiple calls at the same time
  • Phone support requires intensive agent training
  • Heavily dependent on the quality of reception
  • Possible high charges for international customers
  • Time-consuming and frustrating operator transfers

Self-service support

This support is ideal for customers who want to access information easily and answer their question on their own. Furthermore, this type of customer service is inexpensive and require zero wait time from a customer. However, information should be well organized including videos, images and step by step procedures. In addition, it should be kept up-to-date with the terms and policies of the company.

Self-service is a great fit for businesses who get common service requests. For example, refund and exchange requests, questions related to product configurations, billing requests etc. Self-service support primarily exists in the form of frequently asked questions (FAQs) published on a company’s website. Furthermore, it can include chatbots, knowledge base articles, product guides, video tutorials and more.

Self-service is ideal for customers who wish to get relevant help with minimum efforts. Over 60% of US customers prefer an automated self-service portal, such as a website or mobile app, for simple queries. By letting customers help themselves, you can reduce customer friction while also improving efficiency and delivering faster resolutions. Taking that into account, every business should include some sort of self-serve customer service solution.

To make the most of this type of customer service, your support agents need to know your customers’ needs and typical questions they have. You’ll also need to ensure a great UX and SEO of your self-service sites. The goal of such a customer service solution is for your customers to find your blog or knowledge base quickly and easily. Customer self-service works well for any industry. However, it could be more useful to companies that offer a wide range of services or complicated products. It’s also a good option for public institutions that deal with many regulations and formalities.

Advantages of Self-Service Knowledge Base: 

  • Be available to both existing customers as well as prospects 24×7
  • Reduce your support ticket volume significantly
  • Allow agents to focus on more important customer issues
  • Create a multilingual knowledge base to cater to customers from different parts of the world
  • Combines various resources
  • Customer-friendly
  • Low maintenance (in case of infrequent product changes)

Disadvantages of Self-Service Knowledge Base: 

  • It might be difficult for customers to locate relevant information
  • You will have to update your existing help content or add new pages constantly
  • Impossible to cover solutions for all customer problems or requests 
  • The different writing styles and knowledge of contributors can lead to inconsistent documents 
  • High maintenance (in case of frequent product changes)
  • Labor-intensive in case of a complex product 
Self-service is one type of customer service you should know about.

On-site support

This type of customer service is provided in person, at the home or workplace of the customer. Companies use on-site support to provide repairs and troubleshooting services to customers with technological issues or consulting needs. The biggest advantage of offering on-site support is that it allows agents to interact with customers on a more personal basis. Which can help them build stronger customer relationships to make repeat business more likely.

This type of customer service is very convenient for customers as it’s delivered to their door. A customer service representative arrives at the customer’s site to deliver a service in person. However, this type of customer service is not convenient for the company, though. It requires close collaboration between the customer service team and an on-site service representative.

Furthermore, on-site customer service is usually very expensive. You will have to worry about aspects such as hiring remote professionals, their training, travel expenses and more. However, certain products require the physical presence of an assistant when something goes wrong. On-site customer service can involve tasks such as installing a product at the site, annual maintenance or product repairs.


Advantages of On-Site Customer Service:

  • On-site customer service acts as a more convenient option for customers 
  • Real-time service can lead to better problem resolution 
  • Serves as the last resort when all other channels have failed
  • Customers can check the authenticity of parts being replaced
  • Field expertise display
  • Natural face-to-face interactions

Disadvantages of On-Site Customer Service:

  • Visiting the customer’s location can prove to be time-consuming
  • On-site service is quite expensive and cannot be offered to all customers 
  • Agents have to be trained in multiple customer service areas such as technical support, etc.
  • Agents can get frustrated due to unpredictable working hours and location
  • Requires an on-location support team

One-on-one customer service makes sense only when on-site presence is necessary. B2B/B2C services such as appliance repairs and inspection would be hard to deliver over the phone or any other medium.

Live chat support

This tool is very popular because it satisfies customer’s need to get their issues quickly resolve. For instance, customers usually reach service agents within a matter of seconds with live chat. Furthermore, the instant and web-based format usually means customers can multitask when wait times do occur.

Customers can use live chat support to instant message a service agent on a company’s website. As a result, agents provide them with solutions and answer questions. Moreover, customers can search within the chat widget to find answers to their queries. One way to provide such type of direct customer service is by implementing live chat on your company’s website.

According to research conducted by Forrester, customer service provided by live chat is 17-30% cheaper than a phone call. The reason is simple – the phone does not allow you to manage multiple customers simultaneously. When you compare the various customer service options, live chat offers the fastest response times to customers.

Advantages of Live Chat Customer Service:

  • Assist customers in real-time when they are shopping and increase sales
  • Agents can handle multiple customer chats at the same time
  • Easily integrate upselling and cross-selling opportunities
  • Canned responses to automate repetitive replies
  • Web chat conversation archive
  • Customer-friendly
  • Proactive customer service
  • Website integration and high customization
  • Integration with various third-party apps
  • No frustrating operator transfers

Disadvantages of Live Chat Customer Service:

  • Chat replies can often feel scripted and robotic to customers 
  • You are required to offer a solution to the customer almost immediately
  • The use of emoticons or slangs by customers can prevent a meaningful conversation 
  • Faster than email but slower than a phone chat

This service is greatly appreciated by users who avoid human interaction. A customer can make queries and get responses even in the middle of a purchase. Customers from a different time zone don’t have to wait for a business to start their working hours to report an issue because live chat offers round-the-clock accessibility.

According to a survey of digital, 73% of people prefer to live chat support whereas 61% of people prefer emails. Finally, only 44% of people likes telephonic interaction to the service. You can add live chat to your online store by downloading plugins, such as Zendesk Chat, Pure Chat and LiveChat.

Consider live chat for your customer service if you:

  • Have an online business
  • Prefer to stay closer to your customers
  • Want cost-efficient but premium customer service
Live chat support is one type of customer service you should know about.

Messaging and chat support

Chatbots are useful virtual assistants. They can answer customers’ questions, collect feedback and much more. If a chatbot is unable to resolve a customer issue, a customer is routed to relevant agents or teams. However, despite the popularity and cost-saving benefits, conversations with chatbots lack a human touch. 

For consumers, the most significant benefit of chatbots is that they can receive support 24/7. Customers also don’t have to interact with anyone to get their issues solved. Businesses love messaging for the same reasons as customers: it’s fast, convenient, personal, and secure.

Lately, all sorts of businesses have been adopting chatbot technology, including B2B and B2C ones. The top five industries profiting from the use of chatbots are real estate (28%), travel (16%), education (14%), healthcare (10%), and finance (5%). But chatbots will also work incredibly well for other businesses.



Advantages of Chatbot Customer Service:

  • Be available to customers even when your team is offline 
  • Schedule meetings with customer service or sales teams
  • Automatically share links to relevant self-help articles, videos, etc. 
  • Improve your chatbot function over time by adding more questions and answers
  • 24/7 customer support
  • Zero customer wait-time
  • Cost-effective
  • Reduced number of queries to solve

Disadvantages of Chatbot Customer Service:

  • Chatbots can offer only limited responses to customers
  • Robotic responses can frustrate customers and force them to speak with an agent
  • AI-powered chatbots can be expensive for your business
  • Limited in independent query solving
  • Conversation design requires logical thinking
  • Chatbot conversations often lack empathy and personalization

Email support

Email is the classic and common way customers communicate with companies. With the right email management software, email can be one of the easiest ways to organize, prioritize and delegate customer support interactions in one place. While email support is often a little slower than live chat support, it still provides customers with numerous options. For example, to contact service agents through a text-based format without directly interacting with another human.

This helps customers document important information, explain themselves clearly and avoid time-consuming efforts to receive support. In fact, customers consider email as a more trustworthy and professional channel. In addition, it’s inexpensive way to communicate to your consumers and your agents get more time to respond. However, email customer service challenge is that after a point in time it becomes difficult to keep track of every single email. In such a case, you can adopt customer email management software to ensure their proper tracking. 

Advantages of Email Customer Service: 

  • Record and document customer conversations over a period of time
  • Add a professional touch to your customer service using email signatures
  • Automated email notifications to update customers about the status of their issue
  • Easily attach relevant images, videos, docs, or other files
  • Canned responses for repetitive customer questions
  • Customized email designs

Disadvantages of Email Customer Service:

  • Delayed email responses can make customers feel frustrated
  • Keeping track of emails can get challenging
  • Typing long replies can be time-consuming
  • Lack of real-time human-to-human interaction
  • Difficult to personalize experiences
  • Difficult to read emotions
  • Easy to miss

Nowadays, 4.3 billion people all over the world use email. According to the Radicati Group, there are almost 3.2 billion email users in the world who send 269 billion emails every day. Accordingly, your customers choose email customer service because they believe it’s the fastest way to resolve their issues. Businesses that provide this type of customer support must remember to respond not later than within 24 hours.

Email customer service is a good option for companies with a large pool of foreign customers. That’s because their customers can send their queries at any time of the day or night. In addition, it is appropriate for companies who deal with risky or sensitive issues. Agents may be unable to resolve them instantly and need more time to find solutions.

Social media support

Social media is no longer a platform that is limited to social interactions between friends and families. In fact, it is one of the most popular digital tools used for communication across the globe. And companies have adapted it to serve as a powerful channel for customer service.

To make use of social media you have to constantly monitor all of the available channels. The best way to do that is to have a person on your customer support team dedicated to resolving social media queries. Moreover, to use a proper social media monitoring software that will notify you whenever someone mentions your brand or product.

Social media is an excellent choice for online businesses as companies can interact with their audiences in various ways. To respond faster to direct messages, they can integrate live chat with the platform of their choice, like Zendesk. According to statistics, around 20% of US customers demand an immediate response to their social media questions or complaints. And live chat integration, coupled with chatbots, will speed up chats, bookings and orders.

Advantages of Social Media Customer Service:

  • Customers can reach you right from their most-used social media apps
  • Share proactive messages to update customers about downtime 
  • Allow customers to help each other by creating community pages
  • Share customer service success stories and enhance brand reputation
  • Integration with live chat apps

Disadvantages of Social Media Customer Service:

  • Negative customer reviews or comments can impact brand reputation
  • For large businesses, it becomes difficult to track every single social media mention
  • In most cases, the solution has to be shared on another channel 
  • Customers can share tweets or posts at any time of the day, even when your team is not available

Social media platform is used by many companies to advertise their businesses and make people aware of their services. However, it is also used to provide support to the customers. Facebook, Twitter, and Instagram are the most famous social media platform to provide help to customers. By providing timely help, you can show your potential customers that you genuinely care for them.

Social media support is one type of customer service you should know about.

IVR support

Interactive voice support is an automated telephone system that interacts with customers through dial pad, keypad or voice requests. Based on the inputs provided by the customer, IVR systems can understand their problem and offer the correct information. It is a great way for companies to support customers with very simple questions without needing to have actual agents present.

IVR can handle basic customer requests with ease. For example, when a customer calls to confirm an appointment, the IVR might ask for the customer ID and offer the requested information. A thoughtfully created IVR can improve the customer journey. However, improper implementation can spoil the whole purpose and lead to frustrated and unhappy customers. 

Interactive voice systems can be updated frequently to store relevant information that customers are looking for. Hence, support agents can focus on resolving issues that the voice support can’t handle. The fundamental challenge of using interactive voice systems is that customers aren’t interacting with an actual human. That means they will sometimes be redirected or put on hold many times. However, this can be avoid by designing interactive voice systems that allow customers to request help from a live agent when necessary.




Advantages of IVR Customer Service:

  • IVR is available 24/7/365 to assist customers with their queries
  • It can make your business appear more professional 
  • It can improve the call traffic flow by routing customers to relevant agents
  • Your agents get the time to focus on more pressing issues

Disadvantages of IVR Customer Service: 

  • Limited IVR options can be frustrating for the customers 
  • IVR requires a heavy upfront investment
  • Complex customer issues cannot be solved using IVR
  • Frequent changes in the IVR menu can confuse customers

Video Customer Service

Video is becoming one of the most powerful types of customer service. Live video sessions can help you offer technical support, product demonstrations or simply understand the challenges faced by a customer. However, videos don’t have to be live.

You can record tailored walkthroughs and demonstrations and share them via social media, help center or other channels. This will allow customers to access the support videos anytime and replay segments to apply the troubleshooting steps better. To become a brand that is known for personalized customer service, you can even record thank you videos for customers and appreciate them for being loyal to your business. 

Advantages of Video Customer Service:

  • Schedule online video meetings in seconds
  • Uploading support videos online can help you reduce your ticket volume
  • Personalized, one-on-one interactions 
  • Easily share recorded videos on social media, help center or other channels

Disadvantages of Video Customer Service:

  • Not suitable for an audience that isn’t tech-savvy
  • Low internet speed or poor connection can decrease the support experience 
  • Creating interactive videos for every common issue can prove to be expensive
  • Live video sessions are prone to distractions

FAQs – Frequently Asked Questions

This type of customer service requires the least amount of investment. FAQ page can be created on official website or App as well as on the social media platforms. A person who prepares FAQ must have deep knowledge about the company’s services and the company’s policies. In addition, the FAQ page is also helpful to convert potential customers.

Annual Maintenance Contract (AMC)

Annual Maintenance Contract is also one of the modern ways of providing services to customers. It is the best way to maintain customers loyalty to the organization. Many organizations provide free of cost or at a minimal charges AMC to the customers who buy their products. This way, they can stay in touch with customers. AMC can be provided to the customers free of cost before their warranty or contract expires. After the contract expires customers can be asked to renew the contract or get the paid services.


As seen above, there are various types of customer service your business can offer. The best kind of customer service is more than just the types of communication channels on which customers can contact your company. In reality, the type of customer service you offer should be empowered to deliver proactive service on any channel.

Nowadays, proactive engagement is becoming a crucial type of customer service. It means identifying your customers’ issues and resolving them before they reach out. This can be done through FAQs and self-service pages to emailing your customer about a specific matter.

The types of customer service you choose will depend upon numerous factors. Such as the demographics of your target audience, their interests, your company’s budget, team size and more. It’s best to mix speed, convenience, personalization and self-service to create an excellent customer service for your brand. For example, start with live chat. It’s economic, offers the best of all worlds and gives you the flexibility of downsizing or scaling in accordance with your business requirements.

To choose the best types of customer service for your business, you can always directly ask your customers. Find the channels that work best for them and build your customer service options around these channels. In addition, keep an eye out on emerging channels. Adopt those that gain popularity among new customers and save the company’s time and money. Be proactive and solve issues before they escalate. As a result, it will improve your brand reputation and customer satisfaction metrics.

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Types of Customers and How to Handle Them

Learn about different types of customers and how to handle them.


Customers play a significant role in any business. Research shows that there are different types of customers and they all require different approach. Consequently, by strategically segmenting your customers and handling them accordingly, you can make a huge difference in your revenue.

To understand customer behavior, it is necessary to be able to identify and segment different types of customers. By understanding the different types of customers, businesses can be better equipped to develop successful strategies.

You can convert more visitors by understanding these types of customers and how each of them typically engages online. Here are different types of customers to help you adjust your approach to best deal with a specific need.

Types of customers: Before the Purchase

These are the customers that are in the awareness stage of your sales funnel. Therefore, your focus for such customers should primarily be to make them aware of your services. In addition, to win their trust and lead them towards their first purchase with you.

The Lookers

Lookers are the customers who are just browsing through your services. They’ve shown some interest, but they don’t intend to purchase anything yet. They could be looking for the best deal, which means they checked your competitors as well. Very often they want to pay the lowest price for a very specific product.

Some of them might have landed in your shop for some inspiration. They more or less know what they want and hope to find the answer in your online store. Hence, it’s essential to catch their attention somehow and convince them that you have the right solution to their problem.

For example, make your website look intriguing and attractive. Write a compelling copy on your web pages and keep the design innovative. Remove any obstacles or objections on this initial stage and provide proactive customer experience. Even small elements such as intrusive pop-ups, disturbing ads, difficulty navigating can turn them away.

Therefore, make sure your ecommerce site is easy to navigate and search. Give them a reason to give you their contact information to build the relationship with a nurturing campaign. Cart abandonment emails can be a great way to captivate the interest of a looker. The goal is to guide the looker’s attention to the right places on your website and keep them engaged.

Discount Seekers

Discount seekers are usually looking for the best deals possible. This customer type has an interest in your product only because you reduced its price. It’s quite unlikely that the discount seekers would buy it at the regular price. These customers are analytical, good researchers and could buy a product they didn’t plan only because they found a bargain. Discount-seekers can be tricky to approach. But you can convince them to stay with you if you handle them the right way.

For a start, they would want to understand your offer and terms in detail. Help them understand that by buying from you, they are saving money and getting a real value. You can talk to them in real-time and boost conversions with live chat or chatbots. Discount customers are usually the least loyal segment of customers and generally move on when better offers are available elsewhere. However, they play an important role in turning over a company’s inventory. This customer rarely makes purchases on impulse. Advertising sales is the best way to appeal to those in this customer group.

Consider including a “coupons and discounts” page on your website. Often, you can get the prospect’s attention with a discounted item, then address specific needs that require an upsell. Furthermore, they often look forward to special events like Black Friday or Christmas. You can segment and target them with personalized email campaigns. Moreover, highlight the sale products and make it easier for the visitors to spot them.


Researches are highly informed customer types with a strong analytical personality. They compare products like the lookers and hunt for bargains like the discount-seekers. But, unlike any of them, the researchers focus on the value rather than price alone. They have done their research, compared you with your competitors and are looking for the best possible option.

Researchers need to feel they’ve adequately considered the options and they’re making the right decision. Help them do that by providing plenty of dimensions, instructions, details, data. In other words- make it easy for them to access needed information which will lead to informed decision. Add wireframes, white papers and feature comparisons to your website to help them understand your services better.

Focus on your value proposition. Make them realize that you’re offering something that no else is going to provide them. Ecommerce researchers especially enjoy sizing guides, high-quality photography, and videos. On the other hand, B2B researchers often appreciate downloads and white papers. Have in mind to provide proof that you have a more effective way of solving their issue.

Highlight your credibility and provide plenty social proof such as testimonials, reviews, case studies. Those customers will look into every detail to be sure they can trust your brand. Therefore, add information such as product details, high-quality pictures and customer reviews. Furthermore, insert feature comparisons to help them understand your offer better.

Researches are one type of customers you should be aware about.

Impulse Customers

Impulse customers act on impulse and purchase products spontaneously. Impulse shoppers are simply browsing services with no specific purchasing goal in place. They have not really planned on purchasing your products, or any products for that matter. However, they are receptive to recommendations on products. Moreover, they have the potential to become loyal customers if your services meet or exceed their expectations.

These customers are second to loyal customers in the generation of sales revenue. Remove obstacles and make the purchase journey effortless. Time-sensitive offers work best with these kinds of customers. Therefore, offer them time-bound deals that create urgency. Keeping these customers in the loop on new product offerings goes a long way in improving a company’s profitability. Furthermore, keep your website copy engaging and compelling.

Impulse customers tend to contact support centers with questions about product use cases, warranty, or return policy. Therefore, it can be helpful to have a short on-brand script prepared for these situations. Consider automated responses when triggered by certain questions to keep those customers engaged.

Unsure Customers

These types of customers are similar to lookers but are more confused and unsure about which direction to move forward. Convince them to stay with you and handle them the right way with the following steps. Focus on your value proposition and support. Present unique solutions, provide amazing customer service and guide them through every step. 

This way, the unsure customers can grow confident that your company is the right choice. Offer different types of customer service. Make all your contact channels such as chatbots or live chat options easily available. Furthermore, make it easy for the unsure customers to reach you.

Need-Based Customers

Need-based customers are driven by a specific need. In other words, they scan your services quickly, purchase what they need and leave. These customers buy for a specific need or occasion and are hard to upsell. Furthermore, they can be easily drawn to other businesses. Therefore, it is important to initiate positive personal interaction with this customer segment in order to retain them.

Converting need-based customers to loyal customers is attainable with proper positive personal interactions. They often have practical questions or concerns that can be addressed with a proactive customer service. Therefore, strive to achieve positive personal communication in order to build strong customer relationships. Because these customers want to be sure you’ll be there to help them whenever they need it. 

Wandering Customers

Wandering customers are somewhat related to impulse shoppers, but they’re much less likely to make purchases. These customers draw the largest amount of traffic to the company while making up the smallest percentage of sales revenue. They have no specific need or desire in mind but are attracted by the specific factor. 

For example, these customers enjoy the social interaction of the shopping experience. Therefore, spending too much time trying to appease this segment can draw away from the more profitable segments. However, providing insightful information about products to these customers can stimulate interest and ultimately result in a purchase.

Learn about important types of customers and how to handle them.

Types of customers: After the Purchase

The next category of customers you need to look for is the customers who are new acquaintances to your brand. They have already made the purchase, so now you have to focus on retaining them by adding value to them.

New Customers

A new customer is a person who bought something from you for the first time. Their needs most likely involve looking for guidance through an issue that agents might find simplistic. Therefore, guide them through each step and provide them with comprehensive guidance. As a result, your support will make a lasting first impression that will strengthen your relationship.

Try to make the extra effort by providing options such as live chat, video chat and co-browsing. Include educational resources such as onboarding emails, videos, tutorials or blog posts. By providing such options, your customers will know that you genuinely value them. As a result, there is a great opportunity to create brand loyalty and turn them into repeat customers.

New customers need to feel they made a wise decision and that you’re glad they’re your customers. Hence, build the relationship with a nurturing campaign. Greet returning customers to your site, extend special offers to them, acknowledge and thank them at every turn. Then, continue educating the customers with email newsletters.

Active Customers

Active customers are the ones who are actively using your services. However, they’re not your loyal customers yet. This means, if offered a better deal by your competitors, active customers are likely to switch. Hence it is crucial to nurture them the right way, instead of ignoring them because they are already using your products. 

Exceptional customer service, continuous engagement and interactions will let your new customers attach to your brand more. Make them feel confident about you caring for them. Take the extra effort to lead your customers towards success. As a result, it will make them stick with you for a long time.

Lapsed Customers

Lapsed customers are the ones who stopped using your services for some reasons. For example, they lost interest or switched to your competitors. Perhaps their goals have changed, so they no longer need your solution. Or, they experienced poor service at some point.

Identify lapsed customers as soon as possible. You can identify this type of customer through specific behavior. Typically, they don’t click through your emails or haven’t used your services for a long while. If you don’t activate and recover them, latent customers will become churned customers.

After segmenting these customers, find out why they left you. Get in touch with them to find out why they haven’t been using your services lately. You can reach out to them with personal emails as part of your re-engagement email campaign. Have in mind that they are familiar with your services and that you still have an advantage over your competitors.

Therefore, proactively take steps to convince them to purchase from you again. Next, fix issues immediately and let your lapsed customers know that you’ve fixed them. Reach out to them, apologize and inform them that you’ve resolved all their pain points. As a result, you have the opportunity to convert them into loyal customers.

Unhappy Customers

Unhappy clients have made purchases but are unsatisfied with your brand or your services. It’s important to identify these customers as soon as possible and investigate the cause. You can recognize them based on customer service complaints, stopping auto-renewals for subscriptions or negative reviews. Segment those customers and find out why they left.

Furthermore, it’s crucial to handle these customers the right way. Follow up with them through different support channels such as live chat and ask them for feedback. Once you’ve identified these customers, talk to them, understand their complaints and objections. Most importantly, apologize for the inconvenience and offer a solution. If you can fix them, you can turn dissatisfied customers into loyal customers. Afterwards, reach out to them and let them know that you’ve handled the source of their dissatisfaction.

Loyal consumers are one type of customers you should be aware about.

Loyal Customers

These customers are the best kind of customers to have for your business. They keep coming back to you for different services and they seem to be impressed with your brand. However, they may be expecting an even higher standard of service.

Loyal customers are those who have made a commitment to your service. Moreover, they are also the most likely to generate the majority of your income. In addition, they are likely to recommend your services to others. Therefore, it’s important to meet their needs and preferences by providing them with a personalized experience.

For a start, connect with them to understand what made them your loyal customers in the first place. Learn how your product helped them resolve their problem. Use their experiences and try to replicate the same for all your other customers. Afterwards, feature your loyal customers on your case studies or get their testimonials and reviews. Consider adding reward programs and interactive social media to keep them coming back. 

This will make them feel more valuable, and you get more social proof to add to your website. It’s essential to keep this customer base involved, engaged and feeling as if they’re valued by your company. Mainly because these customers can become your advocates and strengthen your brand awareness and trust.

Lifetime Customers

Lifetime customers are your loyal customers. They have opted for the lifetime subscription of your service. While focusing on converting other types of customers, don’t forget about them. These customers types are going to bring you tons of new customers and good PR. Hence, creating value for them and making them a part of your community will make your lifetime customers feel special. In addition, educate them about your referral programs and provide them with some incentives for referring you to other people.

Referring Customers

Referring customers are happy with your services and are willing to refer you to new customers. However, they are rarely going to refer new customers themselves. Hence, take the first step by identifying those types of customers. For example, ask for feedback from your active customers. If you receive positive feedback, ask them if they would be willing to refer your services to other people. You can also provide referring customers with some incentives for referring to some new customers to you. As a result, it will motivate them to refer more people to your brand.

Advocate Customers

Advocates are the most profitable clients of yours. Apart from being loyal or lifetime customers, they are also your brand’s loyal advocates. They talk about your company and your services and they’ve already referred a bunch of customers to you. Put your advocate customers on the limelight at every chance possible. 

Use them for your case studies, put up their testimonials on your home page. This will encourage them to advocate for your brand even more. Make sure that you never disappoint them with any bugs or customer service issues. Always be there for them throughout their journey striving to lead them towards customer success.

Referral customers

Referral customers have been referred to your brand by one of your loyal customers. Some of them will have no issues with using your services while others will require guidance. Consider tailoring your onboarding process for those new customers you acquired through referrals. Referral customers may be interested in some specific services that your loyal customer told them about. Hence, it’s best to interact with such customers. Give them all the support they might need to succeed. Get in touch with them and ask about their expectations from you.


No customer is the same, they differ on many levels and each consumer buying behavior require different marketing approaches. But identifying and getting to know them will help you convert and keep them happy. However, it is unlikely you’ll meet customers who perfectly fit a single type of customer. Most of them will be a mix of different types.

That’s why it’s important to understand the types of consumer markets as well as the types of online consumer behavior. As a result, you will be able to craft an effective and profitable marketing strategy. For instance, you can distinguish various customer segments based on the buyer’s journey.

Each customer who lands on your website or in your store has their own needs and goals. Discover them and tailor your communication and support to win the customers’ hearts. Finally, provide them personalized experience, world-class customer service and clear product value. Only that way you can convert regular buyers into loyal customers.

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How to identify and meet customer needs successfully


Customer needs are defined as the influential factors that trigger them to purchase your service. They are generated when they come in contact with your business, your competitors or when they search for the solutions you provide. Identifying customer needs is important for businesses looking to create a product that truly speaks to their customers’ problems.

In order to identify customer needs, it is important to understand the reasons behind their decision making. And for that to happen, it’s very important to know who your customers are. By defining your target audience, you will find out who they are, what they buy and why they buy it.

The more you know about your customers, the more effective your sales and marketing efforts will be. If you’re selling to other businesses, you’ll need to know which individuals are responsible for the decision to buy your service. If you know the challenges that face them, it’s much easier to offer them solutions.

Being customer-focused help in understanding customers better and align services to create great value. In fact, customer-centric companies are 60% more profitable than companies that don’t focus on customers. Identifying and meeting customer needs should be the focal point of every business to build a solid customer base. Once you have a clear knowledge about the same, you can further use it to persuade your customers.

10 things you need to know about your customers

Who they are

If you sell directly to individuals, find out your customers’ gender, age, marital status and occupation. If you sell to other businesses, find out what size and kind of business they are. For example, are they a small private company or a big multinational?

What they do

If you sell to individuals, it’s worth knowing their occupations and interests. If you sell to other businesses, it helps to have an understanding of what their business is trying to achieve.

Why they buy

If you know why customers buy a service, it’s easier to match their needs to the benefits your business can offer.

When they buy

If you approach a customer just at the time they want to buy, you will massively increase your chances of success.

How they buy

For example, some people prefer to buy from a website, while others prefer a face-to-face meeting.

What makes them feel good about buying

If you know what makes them satisfied, you can serve them in the way they prefer.

What they expect of you

For example, if your customers expect reliable delivery and you don’t disappoint them, you stand to gain repeat business.

How much resources do they have

You’ll be more successful if you can match your offer to what you know your customer can afford.

What they think about you

If your customers enjoy your services, they’re likely to purchase more. And you can only explore problems that customers have if you know what they think about your service.

What they think about your competitors

If you know how your customers perceive your competition, you can stay ahead of your rivals.

Types of customer needs

Customer needs are about delivering a better experience by exceeding their expectations. When you anticipate what your customers want, you can create relevant content. Furthermore, you can expand your services to meet those needs early. Customer needs can be classified on the basis of customers of the market demographics:

Product needs

Product requirements are associated with and around the product. If your product matches your customer needs they become your potential buyers. The main attributes of product needs can be: 

Price – Customers generally set their budgets for any product purchase.

Features – Customers look for features that would solve their problem and reliability in functioning while using the product.

Effectiveness – The product should be effective in order to save time.

Service Needs

Service needs refer to the emotional needs of the customers. Being able to provide the customer service needs can give your business a competitive edge. The key attributes of good service can be:

Empathy – Customers stay loyal to brands that serve them with an empathetic attitude. 

Clarity– Customers look for transparent information from the brand related to pricing, refund policy, etc.

Information – Customers need information from the point of interaction until the end. Educate them with FAQ pages, Knowledge base, How-to videos and more.

How to Identify Customer Needs

Method 1: Create a Survey

Surveys help you find out more about your customer base and your target audience. They allow you to get into people’s minds and discover the reasons why they buy from you. Ask questions that help you see the attitude people have toward different aspects of your brand, such as:

  • Individual products
  • Customer service experiences
  • Purchase or shipping
  • Information
  • Guarantees

For example, set a list of positive and negative adjectives and ask customers to select all that they feel apply to either your individual products or your customer service. Include questions that compare your services to that of a competitor. Try to understand why your customers have chosen you over other similar products offered by other brands. 

Use surveys to understand the usage trends of customers. For example, is there a time of the year when customers purchase a certain product more? Are customers using your products in the way you were expecting or to accomplish other goals?

Method 2: Use Social Media & Review Data to Discover Sentiment

Social listening allows you to monitor online conversations about your products or brand by following certain hashtags or even searching posts by keywords. That way, even when people don’t tag you in their comments, you still see what they’re saying about you. Use a social listening tool, such as Hootsuite, in order to monitor conversations and see what people really think of you.

Furthermore, collect the data. See what adjectives people use to describe your brand, and the ratio of positive to negative comments. This will help you see where your brand is doing well and where you need to put in some extra effort.

Method 3: Keyword Research

One of the earliest ways to determine your customer’s needs is to conduct keyword research. For example, what do you do first when you have a question about a product? Probably use Google to search for the answer to your question. Therefore, your customer’s needs can be found in how they search for your company or your services online. 

For this reason, keyword research will give you the earliest insight into the needs of your customers. Understanding customer needs is at the center of every successful business, whether it sells directly to individuals or other businesses. Once you have this knowledge, use it to persuade your customers that buying from you is in their best interests.

How to meet customer needs successfully

Meeting customer needs is crucial for any business looking to retain and attract new customers. Once you have knowledge about your customer’s needs, integrate that knowledge into existing processes. Your brand can only grow if you meet your customer’s needs in all areas. This can mean updating an entire marketing campaign or modernizing existing product features. After you’ve identified what your customer needs from you, analyze the data you’ve collected. Finally, make sure to deliver what customers are asking for.

Deliver quality customer support

Customers prefer brands that offer real time support. In fact, 66% of customers believe that valuing their time is the most important thing in any online customer experience. Therefore, focus on providing exceptional customer service and resolve their problems.

How can you enhance your customer support quality?

  • Provide real time support. Connect with your customers with live chat to deliver real time assistance for sales and support queries. 
  • Use live assistance solutions. By using tools like co-browsing and video chat, you can provide faster solutions by reducing the number of touchpoints.
  • Automate your customer support. Use a chatbot template to engage with customers 24/7 and answer their simple queries promptly.

Map your customer journey

A great way to meet customer needs is by understanding the different customer touchpoints and how they interact with your business across these contact points. You can map your customer journey to get a visualization of the process they go through when engaging with your services. 

Mapping journeys include multiple phases and touchpoints the customer goes through, right from prospect to loyal customers. It helps you detect efforts and identify opportunities for improvement. Identifying and meeting customer needs in the whole journey are all about providing a delightful experience that will further cultivate loyalty. 

Measure customer satisfaction regularly

To know how happy your customers are with your overall business, measure it on a regular basis. Choosing the right communication channels and customer satisfaction metrics is crucial. The key KPIs are customer satisfaction score (CSAT), net promoter score (NPS), and customer effort score (CES) help in measuring performance, monitor, and analyze satisfaction level in the overall customer journey. 

Measuring customer satisfaction provides deep insights into your overall business performance. Based on that you can improve on the areas you are doing well and having loopholes. CSAT scores can help team leaders identify coaching opportunities to improve agent performance, give agents visibility into their individual performance to encourage self-correcting behavior. Based on the inferences, you can restructure your services in order to reduce the customer churn by boosting the satisfaction rate.

Be consistent in customer communication

Meet your customers’ requirements and make the right efforts to understand the goals and capabilities of the company. Use every possible strategy for effective customer service communication:

  • Focus on building an multichannel customer service strategy to deliver consistent support across all channels.
  • Train your support team with customer service etiquette to meet customer needs effectively.
  • Provide real time assistance to your customers with live customer engagement tools.

Develop a customer centric culture

Another way to meet your customer needs is to create a company culture that is focused on customer experience at every touchpoint. The customer experience (CX) is the major differentiator for every business. It includes visualizing interactions through every touchpoint from the customer’s perspective.

Align your company culture to focus on the customer experience first. Your employees make or break most customer touchpoints, so be clear on your brand’s values and what makes the experience delightful. Empower your support representatives to be proactive, thoughtful, and creative in making it practically happen. 

Enhance the USP of your product

Every business needs a reason for its customers to buy from them over their competitors, which is known as a Unique Selling Proposition (USP). Your USP can change depending upon the changes in your business and for different types of customers.

The USP of your product can be effective to differentiate your brand when the customers are making their buying decision. If your products are built across helping customers to resolve their issues faster, it will attract them and keep them coming back. Implement the following tips:

  • Conduct customer research on identifying customer needs and analyze them in order to improve your services.
  • Ask customer feedback and categorize it further to improve brand value to match with customer needs.

Require customer feedback

Customer feedback is a vital ingredient for the success of every business. It helps to enhance your services to better suit the needs of your customers. This will then raise the chances of the purchase of your improved services.

Choose the right time to ask for honest customer feedback. For example, after the chat session of a successful transaction. Afterwards, analyze the feedback to generate valuable insights and recreate better products as per their needs.

Essentially, once you receive customer feedback, follow certain steps that give opportunities to know your customer needs. Analyze the data according to internal & external customers’ needs and expectations and enhance it. Figure out the gaps between your business and customers. Set new plans and strategies to reduce the gaps.

How to make sure your services are meeting the needs of your customers


Customers are more concerned than ever about price. Are they getting the best deal? Is this comparable to a competitor? Are they paying for convenience or getting the premium services available? In fact, 60% of customers consider price before anything else, and 81% say that it’s essential to compare prices between different sellers.

Especially if you’re competing against companies with similar products, price could be a big factor in a customer’s purchase decision. Consider offering the right kind of discount to customers who are cost-conscious could help you win more business.

Reliability and Risk Reduction

People want to know they’re not at risk of losing their money or time. They need to rely on your product’s ability to function properly for a reasonable amount of time. That’s why your product return policy and guarantees are so important. This is an essential factor that you’ll need to cover if you want to meet your customers’ needs.

Usability & Convenience

For your products to meet people’s needs, they must be useful and convenient. Find out exactly what your customers use your services for and why they like them. Once you understand the different uses that customers have for your products, you can adapt to better fit their needs.


People need to know exactly what they’re paying up front and without hidden fees. That’s why companies need to be transparent about what customers are actually going to pay at the end.  Furthermore, transparency can result in generating conversation online and creating more brand loyal customers.

Another brands promote transparency through the voice of the customer. By enabling customer feedback through ratings and reviews, question and answers and visual content, businesses leave less room for consumers to second guess buying decisions.


Another common customer need is having some control over the product. This could mean a number of different things. For example, subscription-based brands can offer control over the terms or the length of the subscription. Ecommerce brands can offer different options for delivery, especially during busy holiday seasons. Also, control could mean customization of the product itself.

Empathy & Friendliness

When it comes to customer service, people need to feel that a brand understands and cares about them. In fact, 51% of people who are faced with a bad customer service experience say they’ll never do business with that company again. On the other hand, customers in the U.S. are willing to pay 17% more for a company that offers excellent customer service. Consequently, you need to provide outstanding customer service if you want to meet your customer’s needs.


Sometimes, people may be unsure of what suits their particular needs. In this case, they need further guidance. You can provide it to them by being available to answer their questions or include a live chat on your website. Next, produce informational content. Try to include knowledge bases for software, instructional blog or video content.


When you start prioritizing customer needs, implement them successfully in your services. Being able to deliver a great experience grows your customer base of loyal customers. Having good knowledge of customer needs and wants helps you level up overall brand recognition. Furthermore, it gives your business a competitive advantage and stays a step ahead in the market. 

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Read what is it and how to improve brand perception.

Brand perception: What is it and how to improve it

Read what is it and how to improve brand perception.


Brand perception is the sum of consumer feelings, attitudes and experiences with a service. These thoughts and feelings happen when a consumer is aware of the brand and interacts with its service. Brand perception is what customers believe a service represents, not what the company owning the brand says it does.

It is based on the customer use, experience, functionality, reputation and word of mouth recommendation. When a brand delivers or exceeds customer expectations, it has the potential to establish loyal brand equity.

The secret recipe for a strong brand perception is to connect your company’s personality to five senses. As a result, it will resonate with customers and leave a lasting mental impression. For example:

  • Visual: Craft instantly-recognizable logo and invest in entertaining commercials
  • Auditory: Use catchphrases to make your way into popular culture
  • Olfactory: Try patented scents in order to trigger emotions and enhance overall brand experience
  • Taste: Offer free samples or special deals to try new services
  • Touch: Nurture client relationships by staying in touch with them

The importance of positive brand perception

The ultimate goal of brand perception programs is to develop brand value and brand equity. Brand equity is the extra value a company gets from a product with a recognizable name. When high, your customers will feel more confident and comfortable to purchase your service instead of competitors.

It may take your brand multiple touch points and multiple positive experiences to generate any kind of influential impact. However, it may only take one negative experience to completely destroy a consumer relationship. The reality is, we’re far more likely to share bad brand experiences with our friends and family than good ones.

Positive brand perception will result in consumers choosing your business over a competitor. It also means that they’re likely to bring in new customers to your business since. In fact, 60% of customers will refer friends and family to their favorite brands. Moreover, other businesses will be more interested in partnering with you and it will be easier to launch new products.

How to improve brand perception

As brand perception is an essential component in building brand equity. Therefore, it is important to measure it regularly and identify what drives improvements. Measuring the brand perception of your competitors can help you understand where your strengths and weaknesses lie. As a result, brands can better understand what aspects are contributing to their perception. These insights can then be used to help support initiatives to reshape and increase brand perception. There are several things you can do to measure how customers perceive your brand:

Know your customers

Before you can improve customer perceptions of your brand, it’s essential to understand your customers themselves. Find out your customer’s age, gender, location, language, professions and interests. Having a concrete understanding of your customers can provide a solid foundation for any efforts aimed at elevating their perceptions.

Listen to their feedback

The only way to know how people perceive your brand is to ask them directly. Collect your customer’s and employee’s opinion and perform a brand perceptions analysis. Study these insights to get the most out of their feedback and hopefully, implement steps to boost brand perception.

Meet their expectations

Once you have identified the target audience, start providing them with the right content. Make sure your website, blog and social media channels reflect the brand messaging. In addition, optimize them to reach as many people as possible. Furthermore, understand their preferences and expectations to adjust your customer experience strategies. For example, providing quick and personalized customer service can go a long way to elevating experiences. In turn, it can influence how they perceive the brand.

Staying up-to-date is an important part when improving brand perception.

Stay up-to-date

Nowadays, business changes happen rapidly. Hence, it’s important for your law practice to stay up-to-date with the latest laws, trends and technologies. When changes happen, consider implementing innovations that will help you elevate your brand. Refreshing your brand can revive the brand’s image in the eyes of the consumer. For example, modernizing your logo or changing your website design.

Focus on the customer service

Show your customers you care about their experiences and are always looking to be better. Check-in with your customers to get insights in their perception of your brand. See if their perceptions change over time and use it to your advantage to stay in track.

Track online reviews

According to a Brightlocal survey, 91% of 18 to 34 year-olds trust online reviews as much as personal recommendations. Your potential customers are probably evaluating your business through reviews on sites. For example, YelpG2CrowdReddit and other. Make sure you are notified when someone mentions your brand on online forums, customer review sites, blogs and news sites.

Brand perception surveys

Brand perception surveys provide a way to gather targeted insights from your customers to understand how they perceive your brand. Collect customer feedback at all your touchpoints on all channels, including your website, mobile app or via email. These valuable insights will help your future strategies and drive customer-centric action to boost customer perceptions. There are a variety of survey types that capture feedback of the customer journey:

  • customer satisfaction (CSAT) survey measures customer health and sentiment by asking customers targeted questions. It’s usually sent after a specific customer experience. For example: On a scale from 1 to 5, how are you satisfied with our latest product?
  • Net Promoter Score® (NPS®) measures customer loyalty with the following questions. How likely are you to recommend our brand to a friend, colleague or family member? Why or why not? It is typically sent at specific stages of the customer lifecycle. Moreover, it’s an effective way to identify brand advocates or brand detractors.

Consider running brand perception surveys at least quarterly to track the progress of contributions to your brand. Furthermore, practice conducting employee surveys and interviews. That will help inform your next steps and strategies for moving forward.

Brand focus groups and forums

Focus groups and forums give you the opportunity to hear the positives and negatives of your brand. You can benefit of customers feedback and develop a genuine understanding of what works well for your brand. Online brand forums can be useful if you find it hard to reach your customers and strengthen your brand.

Social media monitoring

Social monitoring can provide important insights into the performance of your social messaging. When knowing what people are saying about your brand, you can grow your social media presence faster. By monitoring a brand’s social presence, you can reveal insights such as:

  • Which social media platforms are growing your brand most
  • The type of content that gets the most views
  • The number of mentions and shout-outs of your brand, often in real time
  • Reviews and comments
  • Influencer reach
  • Dwell time (how long someone spends looking at your brand)
  • Which paid content performs best

There are plenty of social media monitoring tools which all offer the ability to gain insights through social media conversations. For example: Brand24, Hootsuite, Sprinklr and other.

Social media monitoring is an important part of improving brand perception.

The Importance of Brand perception

Profile your target audience

It’s crucial you understand your audience on a deep level. In order to do that, you need to access to their demographics and psychographics. Demographics consist of factors such as gender, age, education, profession, income level, marital status etc. Psychographics are the classification of people according to their attitudes, aspirations and other psychological criteria.

In short, demographics represent what your customers are, while psychographics represent who and why your customers are. When you understand your target audience, you’ll be better able to predict their shopping behavior and attitudes. Afterwards, you can use that information productively.

Understand pricing perceptions

What is the primary positioning goal for your brand within the marketplace? Are you facing with highly competitive environment? Is it more important for your brand to have the lowest price among competitors? However, it’s essential that you know how consumers view your brand’s worth. That way you will be able to determine if public perception aligns with your strategy and goals. 

Define brand equity

How do your customers feel about your brand? You can define their sentiments by focusing on two key concepts: Brand identity and Brand relationship. Brand identity represents how do they identify your brand within the marketplace. It directly related to your brand’s personality, which is a combination of performance and visual brand identity.

Performance stands for how well it meets the functional needs of your customers. Visual brand identity represents how well it meets the psychological needs of your customers. How customers align with both aspects of your brand’s identity greatly informs how you communicate it. Defining your brand’s core values through effective messaging will help impact how consumers react to it on a visceral level.

The second aspect of brand equity is a connection your customers have with your brand. Ideally, you want customers who are actively sharing and connecting with others who associate with your brand. Therefore, strive to convert these customers into loyal clients and advocates of your brand using the techniques above.

Understand drivers and barriers

Understanding your customers motivation will allow you to convert the curious into the committed. These drivers and barriers frequently include pricing, interface, risk, urgency and trust. Clarifying these drivers and barriers that motivate your customers will influence long-term loyalty. 

Utilize white space opportunities

White Space is where unmet and unarticulated needs are uncovered to create innovation opportunities. In other words, it gives you the opportunity to take advantage of currently unused areas of potential of your brand. These areas can be used to identify an entirely new market or map innovation within an existing service. White Space can ultimately define a new source of customer value that can then be translated to economic value. A deep understanding of your customers’ values will enable your brand to enter these new and valuable spaces.


In sum, brand perception is what consumers believe a service represents and not what the company owning the brand says it does. Hence, brand perception is based on customer use, experience, functionality, reputation and word of mouth recommendation.

When a brand delivers or exceeds customer expectations, it has the potential to establish a whole lifetime of loyalty. The biggest reason consumers cite for their loyalty to a brand is because they love the service. By combining the tools above, companies can monitor brand perception and improve their overall business strategy.

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Check out the ultimate guide to brand equity for lawyers.

Ultimate Guide to Brand Equity for Lawyers

Check out the ultimate guide to brand equity for lawyers.


Brand equity refers to the value of a brand. It is determined by consumers’ perception of the brand. Accordingly, the perception results in the consumers holding a positive or negative effect on the service. Therefore, brand equity can be positive or negative. 

If consumers think highly of a brand, it has positive brand equity. Consequently, it will result in the purchase that will be beneficial for the company. In terms of higher sales, increased profits and customer loyalty.

However, if the brand fails to live up to consumer expectations it has negative brand equity. As a result, consumers will purchase the generic product or a competitor’s services. Consequently, the company needs to work on the service quality along with the features and attributes of the offerings. 

Brand equity for lawyers is established by creating positive experiences that entice consumers to continue purchasing from them over competitors. Having a positive brand equity gives certain values to your company. For instance, increased sales, profits, ease of introducing new line of services, farther reach, customer loyalty and more.

Benefits of developing Brand Equity

Developing greater market share

Managing brand equity over time is essential in achieving several competitive benefits, which will drive profitable growth. For example, developing your brand equity will give you a competitive edge in the marketplace. When using your Unique selling proposition you can appeal to the customers and stand out from the competitors.

Furthermore, positive brand equity increases market share. As the brand is widely known, it is recognized and preferred by consumers. Brand equity enhances a customer’s ability to interpret and process information by improving their confidence in the purchase decision.

Charging a price premium

The price premium, also known as relative price is the percentage that a product’s selling price exceeds or falls short of a benchmark price. When you have better brand equity, you’re able to charge more for the service. Additionally, to increase your price premium percentage over the market average. This can be a good overall metric to measure your product’s financial performance. 

Product line extensions

When you have a high level of brand equity, customers will be more likely to continue their business with you and try your latest services. Positive brand equity for lawyers can be transferred to a different product line. As a result, it can increase sales and revenues for the company. Brands with high brand equity are exposed to significantly less risk when introducing line extensions or developing new products. This is due to the positive associations which the brand triggers and the brand loyalty it inspires.

Greater impact

With increased revenue and market dominance, you can use your high brand equity in several ways. For example, to form new partnerships, inspect better supplier rates or more. This could open the door to collaborations, business ventures or investment opportunities.

How to Build Brand Equity?

Building strong brand equity for lawyers is the foundation for an organization’s long-term success. Marketers can reinforce brand equity by actively investing in the components of brand equity. Here are some strategies that you can leverage in order to effectively build and improve your brand equity:

Learn how to build brand equity for lawyers.

1. Build Value in your Offerings

Customers are choosing your brand through all the services you have and the feelings they have developed towards them. Hence, the more value you add to each service, the more likely it is you will manage brand equity. Consider how well your service meets the needs of customers. Not just the physical ones, but social and psychological needs as well. If your company offers useful service and genuinely commits to social responsibility, it will attract customers who share those values.

2. Manage your Brand Image

To manage brand equity for lawyers, you have to manage brand image over a long period of time. This involves maintaining the same brand promise you have made to existing customers. Or the brand promise you are going to make to the new customers. For premium brands, the brand image is the only reason that the brands sell at a high margin.

3. Practice Continuous Expansion

A strong brand equity for lawyers is always built and managed by brands which mastered the expansion technique. The expansion can be product expansion or geographical expansion. A business expansion gives certain assurance to customers. For example, capability and the operational size of the business enterprise. In addition, there are more interactions and touch points between the brand and the customer. In other words- more opportunities given to the brand for managing brand equity.

4. Build Brand awareness

Creating and building brand awareness is a way of maintaining the brand image. Start by creating positive and unique brand attributes which consumers will retain in their minds. Make sure your customers recognize your brand when they’re looking for services. Moreover, that they perceive it in the way you intend. There are several ways you can do this:

  • Use the same logo to ensure your branding is consistent
  • Provide exceptional customer service
  • Share unique story about your brand
  • Keep in touch via email or newsletters
  • Share useful content such as blogs, tweets, articles etc.

In addition, advertise your brand on different media, engage with various communities or create viral content. By building your brand awareness, you will achieve high brand equity. Consequently, a brand with high brand equity will occupy a prominent position in consumers’ minds. For example, when a customer searches for a particular service he will have your brand in mind.

5. Emphasize Positive Brand Associations

Brand association involves anything related to the brand, which evokes positive or negative sentiments. For example, a product’s functional, social or emotional benefits. More broadly, this relates to the brand’s overall image, and what consumers associate with that image. If consumers associate predominantly positive attributes with the brand, then the brand possesses high brand equity. Accordingly, strong brand associations are crucial to building loyalty towards your brand.

6. Focus on your customers

When fostering positive customer feelings and judgments, they’re more likely to become loyal customers and your brand’s advocates. Emotional appeal can result in customers getting involved with the brand and purchasing more services from it. When feeling as the part of your community, they will act as your brand ambassadors, promoting your services for you through social media.

It is therefore, essential to build and maintain positive relationships with your target audience by:

  • Staying in touch with customers via social media
  • Providing excellent customer service at all times
  • Tracking negative press or feedback, listening and responding
  • Utilizing recent trending and preferences

However, consumer preferences, beliefs, needs and wants keep changing with time. Hence, it’s important to stay one step ahead of the trend and to forecast the customer preferences of the future. By understanding the requirements of the customers, your brand will be able to fulfill their needs.

Focus on the client relationship when developing brand equity for lawyers.

7. Maintain consistency

Brand equity management is a slow process, filled with lots of potential to explore over the years. That’s why it’s important to stay on track and remain dedicated towards achieving your goals. For a start, consistency over a long period of time is mandatory for a product to become a brand.

Brand beliefs, values and USP should remain consistent. In other words- your consumers should not be confused or in doubt about what your brand stands for. Consequently, re-align your future tactical strategies with changing consumer needs, external economic and social factors.

Focus on your brand elements and be proactive in brand building in order to grow your brand’s value. This involves using all tools and elements of branding to attract and retain the customer interest towards the brand.

How to Measure Brand Equity

Depending on the goals of your branding efforts, there are multiple methods to measure equity through brand tracking efforts. Three core brand equity drivers that you need to track:

  • Financial metrics
  • Strength metrics
  • Consumer metrics

Financial metrics

Extract the information from the following metrics. Data market share, profitability, revenue, price, growth rate, cost to retain customers, cost to acquire new customers and branding investment. You can use solid financial metrics data to demonstrate how important your brand is to the business. And secure higher marketing budgets to continue growing.

Strength metrics

Track awareness and knowledge of the brand, accessibility, customer loyalty, retention, licensing potential and brand ‘buzz’. Also, monitor social media and survey the public to get a picture of how your brand is known and respected.

Consumer metrics

It’s essential that you track consumer purchasing behavior and sentiment towards your brand. Track and measure brand relevance, emotional connection, value, and brand perception through surveys and social media monitoring. 


Brand equity represents the value of a brand. It is based on a consumer’s awareness of a brand and the associations they make with it. But also on the way they perceive the quality of its services and the level of loyalty they express towards it. Brand equity is high when a brand is recognized and trusted to the point that the customer feels a bond with it. The better your brand equity, the more competitive advantage you have over a long run. There are many advantages of managing brand equity for lawyers and the above strategies can help you with the same.

We help businesses grow and progress.

If you need guidance with establishing positive brand equity, contact us today.

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