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Case study: Project Ruby

6th July, 2016

A top 200 law firm was undertaking a major project to improve its client journey, from initial enquiry through to follow-up and cross-selling.

The firm had invested heavily in its online marketing, and had seen a noticeable increase in enquiries and wished to ensure that every possible aspect of the experience was designed to maximise the possibility that an enquiry was converted into an instruction.

Berners Marketing was engaged to carry out two mystery shopping campaigns. The first campaign aimed to measure the current service levels, before the training and improvement in processes was implemented.

The second campaign was focused upon testing the market to evaluate how well they managed enquiries compared to their competitors, and how they compared in regard to communications over legal costs.

Both research projects provided invaluable material for the law firm management to use in order to plan where improvements could be made and where they could gain a clear competitive advantage.

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