You Can’t Fake It If You Want to Make It

Earlier this year we had the pleasure of sitting down with loyalty guru James Kane, and asking him some in-depth questions about the benefits of cultivating loyalty within your practice. One question we asked was whether he noticed regular pitfalls or mistakes when businesses attempt to build loyalty initiatives and what should be done to avoid them? His response: “[L]oyalty needs to be part of your culture if you want it to produce results. You can’t treat your clients one way and your staff another, especially when your staff has as much influence on those outside relationships as you do. Communicating a sense of Trust, a sense of Belonging, and a sense of Purpose needs to be embedded in an organization’s DNA and not used as a gimmick to try and make you more money.”

It bears repeating: “Loyalty needs to be part of your culture.” It makes perfect sense, but how many law firms actually work this way? It’s obvious that if you want your clients to return, you need to treat them well, build strong relationships and gain their trust. What’s less obvious, but just as important, is the need to treat your staff well too. If you create a strong enough sense of trust and loyalty among them, it will translate seamlessly to your clients. If loyalty is one of your core values, your business will prosper because your employees will be happier and work harder. It’s right in line with the second tenet of the triple bottom line concept: relationships. Before you can build solid relationships with your clients, you must build solid relationships with your employees. And so it goes with loyalty. Conversely, if you overlook the value of employee engagement and your internal culture suffers as a result, it’s going to show. And it’s not going to help engender trust among your clients. If you want loyalty as a result, you’ve got to offer loyalty as an example. And why wouldn’t you? There’s no down side.

You tell us – is loyalty already part of your firm’s culture? Share your success stories below.