The Value-Perception Gap: Why Do Clients Leave? With Robert Craven of GYDA.

"Too many accounting & financial firms think that their
solution is what the customer wants. People don't buy what you
do, they buy what you do does for THEM!"


GBD67. Our guest's work on marketing and growth strategy
has been widely published and acted upon by thousands of
businesses and agencies, from BlackBerry to Barclays, from
Nando's to AirBus. Robert Craven has presented to Google and
several other leading global brands, and that's why we sat down
with him to explore the "Value-Perception Gap", talk about why
clients leave (and what to do about it), and answer the question:
"The Reason We Love Our Accountant Is...?" His insights are
invaluable to anyone running a service business which relies on
close client relationships - and that means accounting and
finance professionals. 


  


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LINKS WE MENTION


* Theodore Levitt's seminal 1961 Harvard Business Review article
"Marketing Myopia"


* "Grow Your Service Firm" – Robert Craven


* "Customer is King" – Robert Craven


* See
https://robert-craven.com/wp-content/uploads/2014/07/CIK-mini-version.pdf


* PWC's Report on the Future of Client Experience


 


OUR GUEST


Founder of the Grow Your Digital Agency initiative, Bath-based
Robert Craven is a mentor and consultant who has helped more than
1,000 companies to revolutionise the way they work. Author of
several books, including  “Growing Your Service Firm”, 
Robert's work on marketing and growth strategy has been widely
published and acted upon by thousands of businesses and agencies,
from BlackBerry to Barclays, from Nando's to AirBus. Described as
the UK's best-known and sought-after keynote speaker on growing
digital agencies, Robert talks on customers: finding, delighting
and keeping more and better customers and clients. He is not full
of theoretical rhetoric; he offers practical solutions - tangible
business growth results. Connect with him on LinkedIn here. 


 


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