The importance of a 360 degree customer experience

Specialist marketing agency Consortium Business Solutions, in association with the Chartered Institute of Marketing, held the first conference specifically aimed at marketing professionals working in the professional services sector in the South.

Delegates from local law and accountancy firms attended the event in Crawley to hear from a line up of expert speakers under the theme of ‘360 degrees’. Delegates were keen to hear how their customers’ 360 degree view of their business is impacted by various factors and how it needs to be addressed in a holistic way.

Kim Tasso of RedStar Kim discussed how joining the dots of marketing and business development will help to establish a solid strategic approach. A thorough audit of where the business stands, and where it wants to get to, should lead to clear marketing objectives. Kim detailed what a good strategy should include, and how individuals can become more strategic in their own thinking, which may well involve asking some tough questions. Adopting a helicopter view, crystal clear objectives and understanding market insights are her top tips to an effective strategy.

Jonathan Winchester of insight6 (formerly Shopper Anonymous) provided an overview of what today’s customers in the legal sector expect, versus what experience they are currently getting. With Client Experience (CX) due to overtake price as the key differentiating factor in 2020, the statistics showed that there is much work to be done by law firms, if they want to become the ‘Amazon’ of the legal world. The importance of mapping out customer journeys and first impressions becomes obvious when differentiating factors in this industry are otherwise hard to define.

David Gilroy of Conscious Solutions was up next and entertained the room with real life examples of how to, and not to, build relationships in a digital world. He shared a social media engagement model as well as his own 10 top tips for social media, including asking yourself whether your mum would approve of what you’ve just posted. His top tip: personality and humour work best on social media, even for law firms!

Following excellent feedback on the event the team at Consortium and CIM are looking at running the event annually in Sussex and are already in discussions about replicating in other counties, with Hampshire next on the list. If you would like further info on the event or to subscribe for future events contact Kat at Consortium on 01903 530787 or

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