Corporate customers’ needs and expectations for legal services
Lappi, Arttu (2015)
Lappi, Arttu
Lahden ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505127515
https://urn.fi/URN:NBN:fi:amk-201505127515
Tiivistelmä
There is a strong need for companies that provide legal services to corporate clients to better understand the future business models in order to customize their service offering, marketing and strategies. This study examines the needs and the expectations of potential corporate customers for legal services.
The research was conducted in order to collect legal services business specific information on consumer behavior and to confirm known and reveal prospective unknown patterns for purchasing external legal services. The results were expected to provide valuable information for legal services business development, and a foundation for marketing activities and strategy work in specific.
Main sources of the empirical data of the research were questionnaires addressed to corporate legal counsels and to non-lawyer managers of Finnish companies. The study used a mixed method approach combining quantitative and qualitative analysis.
The results of the research support most of the known patterns, but the results also uncover the expectations of the respondents for the legal services they and their companies purchase from external legal services providers. Responses of 52 legal counsels and 34 non-lawyer managers allowed an extensive comparison of different respondent groups and a construction of interpretations on how customers in different roles regard legal services sourcing and what factors they appreciate when they select service providers.
The study proves that there are possibilities for multiple service providers in the markets. It also underlines the importance of differentiation, positioning and targeted marketing. Regardless of the benefits of targeted marketing, the study also reminds of the importance of personal relationships in professional services business. The outcome of the study is a set of suggestions, recommended differentiation factors and an international strategy for a Finnish legal services provider. Further, the study introduces profiles of four different legal services purchasers (three different lawyer profiles and managers of SMEs).
The research was conducted in co-operation with Fondia Oy.
The research was conducted in order to collect legal services business specific information on consumer behavior and to confirm known and reveal prospective unknown patterns for purchasing external legal services. The results were expected to provide valuable information for legal services business development, and a foundation for marketing activities and strategy work in specific.
Main sources of the empirical data of the research were questionnaires addressed to corporate legal counsels and to non-lawyer managers of Finnish companies. The study used a mixed method approach combining quantitative and qualitative analysis.
The results of the research support most of the known patterns, but the results also uncover the expectations of the respondents for the legal services they and their companies purchase from external legal services providers. Responses of 52 legal counsels and 34 non-lawyer managers allowed an extensive comparison of different respondent groups and a construction of interpretations on how customers in different roles regard legal services sourcing and what factors they appreciate when they select service providers.
The study proves that there are possibilities for multiple service providers in the markets. It also underlines the importance of differentiation, positioning and targeted marketing. Regardless of the benefits of targeted marketing, the study also reminds of the importance of personal relationships in professional services business. The outcome of the study is a set of suggestions, recommended differentiation factors and an international strategy for a Finnish legal services provider. Further, the study introduces profiles of four different legal services purchasers (three different lawyer profiles and managers of SMEs).
The research was conducted in co-operation with Fondia Oy.