Client at the Core - August J Aquila

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Résumé :

Foreword xvii

Preface xix

Acknowledgments xxv

Part I Professions and Professionals in Turmoil 1

1 If Something Can Change, It Will
Strategic Factors in a New Environment 3

Part II Clients-Who They Are and How to Find Them 11

2 What a Client Really Wants
Listening to the Client for Fun and Profit 13

3 Are We a Client-centric Firm Yet?
Organizing to Meet Client Needs 19

4 Now, Here's My Plan
Defining the Right Client for You 31

Part III Making Your Vision a Reality 39

5 I Can See Your Future from Here
Vision? A Working Tool? 41

6 Seizing Those Opportunities
Making the Vision a Reality 49

7 Making Marketing a Nice Word
Building a Client-centric Marketing Culture 73

8 It's the End Game that Counts
Contact-Turning the Prospect into a Client 89

Part IV Marketing Tools and How to Use Them 111

9 Hang High the Rafters, Carpenter
The Tools of Marketing that Build the Marketing Program 113

Part V Managing the Client-centric Firm 163

10 Turning Recipes into Cakes
Managing for Results 165

11 Who's at the Helm and Who's on the Bridge
Firm Governace and Structure 173

12 Holding a Handful of Mercury
Managing the Knowledge Worker for the One-Firm Firm 185

13 For Love or Money-or Both
Paying for Performance 191

14 Didn't We Tell You What We're Doing?
Internal Communications-Let Me Count the Ways 201

Part VI Economics in the Client-centric Firm 217

15 A Farthing for Your Goat
Pricing in a Client-centric Firm 219

16 What Did I Get for My Money?
Measuring the Marketing ROI 229

17 Cash Is King
What's the Lifetime Value of Your Clients and the Financial Health of Your Firm? 233

Part VII What Will We Do Tomorrow? 239

18 The Future for Professional Services
Are We There Yet? 241

Appendix A The Balanced Scorecard 247

The Balanced Scorecard-Financial Measures 247

The Balanced Scorecard-Client Measures 251

The Balanced Scorecard-Internal Business Process Measures 252

The Balanced Scorecard-Marketing Measures 253

The Balanced Scorecard-Employee Growth and the Learning Measures 255

Appendix B Managing the Knowledge Worker 257

Take the Pulse of Your Staff 257

Compensation 257

Career Advancement Opportunities 258

Firm Culture 258

Appendix C Pricing in a Client-centric Firm 261

Analyzing Price Sensitivity 261

Appendix D Accounting and Law Firm Benchmarks 263

Accounting Firm Benchmarks 263

Bibliography and References 267

Index 271