In competitive and highly-crowded professional services markets, even minor differences in service delivery or client experience can be significant to consumers.
This is especially true in those service categories with:
- high risk
- high transaction value
- high purchase frequency.
Professionals are often too prone to discount client views as inexpert, superficial, naive, or purely price-driven.
Our research confirms that high purchase frequency clients rapidly develop expertise in evaluating professional service alternatives. Those whose work is high risk and/or high value, are often especially sensitive to the subtleties of their professional services experience.
Our research also confirms that performance characteristics on which these clients base their evaluation frequently do not correlate with how the professionals concerned think their service is and should be assessed.
Earning and keeping a professional services market leadership position substantially depends on understanding how clients evaluate and rank various elements of your service offering and their consumer experience. Coming to grips with this will help you identify the small differences which matter so you can make them work in your favour.
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