Lawrence Cook: Whose client is it anyway?
Building a brand
Lawrence Cook: "Whatever your brochure might say or what you discuss in the boardroom is inconsequential compared to client experience.""
Talking of owning a client may seem like odd language to use, writes Lawrence Cook, but building a brand to ensure their experiences are your firms' focus will create greater loyalty among your client base
It is common parlance for businesses to refer to ‘their' clients. This is often described as ‘owning' the client. Considerable effort is made to ensure that companies can demonstrate ownership of a...
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