Several years ago, working with a national law firm the conversation turned to client experience.
The firm, in examining its corporate client base, realised that a lot of its clients demanded way too much of the firm’s time for the fees they generated and with little prospect of growing them.
Instead of addressing the problem sensibly, the head of that team, in all seriousness, suggested that ‘we provide a crap service’ so that they ‘go elsewhere’.
It was greeted with stunned silence by his marketing colleagues, who not really knowing how to respond turned to the PR guy to point out the potential disastrous reputational impact.
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