We are all familiar with those super brands that make it big and seem to stand their ground in the marketplace.
Whilst there is of course a power that comes from being a large provider or part of a franchise, it is not without its drawbacks. A big brand is not the same as a strong brand
Our firm prides itself on delivering a local, professional and personal service that has been built on a commitment to quality and client care, and one which is just as powerful as larger companies.
I love my coffee, and I am perfectly happy going to Starbucks, standing in a long queue before my order is hurriedly taken. My name is then shouted out by a disinterested teenager, my drink pushed across the counter and off I go.
There are reasons why they scribble little personal comments on chalk boards: Firstly, they’re told to; and secondly, they recognise the commercial reality regarding the way they provide their service which is, by its very nature, impersonal.
Don’t get me wrong, I’m not singling out any one provider, they are all the same and from all of these establishments I’m perfectly happy with my coffee. It’s fine but we don’t always want just fine do we?
When I spend time in Worcester, there is a particular coffee shop I prefer to use. It’s not one of the big franchises, which are closer and cheaper. So why do I walk further and, importantly, pay more?
Good quality coffee – they know what they’re good at and they do it well. I know I will get consistency of product, ironically because they are smaller.
Personal service – it’s not mass produced, it feels special, with welcoming staff who add that personal touch. I am greeted like a person not a number and the barista knows I’m a lawyer and asks if I have any interesting cases. They are clearly passionate about what they do and they always take the time to ensure that I am satisfied with their product.
Supervision – the owner is a discretely visible presence, offering reassurance that his expectations as to quality are met.
Services – they offer a limited range of products but all are of the highest quality and are freshly made to order.
Environment – the coffee shop is a nice place to be. It feels individual. It’s a place where I want to spend time and a place to which I want to return.
So, what can we learn from my small coffee shop experience? That customers will always prefer a personal service and that is exactly what Thomas Horton prides itself on.
We offer lawyers who are passionate about what they do, whilst still caring for the clients they service with pleasant support staff who can answer queries with clarity and enthusiasm. It is more important than ever that law firms only provide services that they know well and can deliver with the highest quality of professionalism and service. It is equally important that the client can see value for money and is therefore prepared to pay for it.
Reception, waiting and meeting rooms should be nice places to be, demonstrating the firm’s commitment to quality. They should be areas where the client feels relaxed and confident about the service they are paying for.
So a brand can be as small as one firm, serving just one area, but if it does it well, and in a way that reassures its customers, then that brand can be an integral part of the community – just as Thomas Horton is.”
Richard Hull, Managing Director
Through the Horton family connection, Thomas Horton has been providing legal services in the area since the middle of the nineteenth century and have recently opened a new office in Redditch.