delivering a client-centric culture in professional services
TRANSCRIPT
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Delivering a Client Centric
Culture in Professional
ServicesJohn Clay
Principal Head of Marketing and CommunicationsArup Australia
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Areas to cover©
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Professional Services organisations. What makes them different?
Client centricity within professional services. What does it mean and why it is important?
Elements to drive client centric culture
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ARUP – who we are...Engineering Design firmSixty years of operation90 offices worldwide13,000 staff, £1bn turnover
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What’s different about professional services organisations?
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Accountancy ServicesArchitectsEngineering ServicesIT ConsultantsLegalManagement Consultants
Win the business and deliver the project
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Client centricity. What is it? Why is it important?
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Stronger relationships is good for business
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Intention to reuse Propensity to recommend Perception of feesLegal ServicesLess mature relationship 6.76 7.26 6.79More mature relationship 7.98 8.26 6.84
Difference 1.22 1 0.05Difference % 18% 14% 0.7%
Accounting ServicesLess mature relationship 6.16 6.16 6.79More mature relationship 7.54 7.54 6.63
Difference 1.33 1.38 -0.16Difference % 22% 22% -2.4%
Engineering ServicesLess mature relationship 6.2 6.6 6.38More mature relationship 7.15 7.46 6.49
Difference 0.95 0.86 0.12Difference % 15% 13% 1.9%
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“Client Centricity” to grow your business
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Products/Services
DiversificationThe firm grows by diversifying into new businesses and new products
Mar
kets Ex
istin
g
Existing
New
New
Market penetrationGrowth through existing products to existing clients-Volume-Price-Cross selling-Repeat business
Product developmentThe firm develops new offerings for existing clients
Market development The firm seeks growth by targeting existing products to new clients
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4 key elements to drive client centricity
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1. Understanding the client and it’s industry
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What drives client’s consideration and final decisions?
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2. Client handling skills
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3. Effective CRM systems
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4. Client communications
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Implementation
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Thank youQ&A