January 23, 2018 | All Manage Your Practice Topics, All Marketing Topics, All Start a Law Firm Topics, Marketing Strategies
Guest post by Lawyerist.com So much of legal marketing revolves around how to get clients—think leads and advertising—and how to keep track of those clients—think practice management software. But that focus ignores one of the most important parts of a lawyer’s job: client service. Good client service means client satisfaction. Getting it right requires a willingness to learn from other industries, an ability to be empathetic to client needs, and great communication skills. Think about what you appreciate when you’re a customer or client. You want your service providers to be concerned, to pay attention to detail, and respond to you in a timely fashion. All of those are things that you should strive to provide to your clients. You should also keep in mind that clients come to you, often, in a very difficult, chaotic, or fast-paced part of their lives, and that being an active listener and exhibiting a genuine concern about their well-being is essential. Making sure clients have a good experience also starts with your firm employing good people, and that includes you. You need to get that very first client contact right. Your initial phone conversations should build trust, so whether you answer your own phone or have a virtual or in-office receptionist, even routine calls must receive your full attention. Have frequent check-ins and touchpoints where you or someone in your firm reaches out to a current client to see how they are doing and to keep them informed. If they have a complaint, make it right quickly. Finally, don’t just assume your clients are satisfied. Just because your clients pay their bills and, perhaps, hire you again doesn’t mean they’re thrilled with your work. It can just mean that they’ve succumbed to inertia and are staying with you because it is easier than moving their business. One way to learn if your clients are happy with you is to conduct a net promoter score (NPS) survey. It’s a quick survey, and it just asks your existing or former clients how likely they’d be to recommend your firm on a scale of 1-10. Make sure you allow for a follow-up question: why would you recommend or not recommend this firm. When you work on providing consistent and caring client service, and take the time to learn what clients do and do not like about your firm, you are well on your way to creating an even better experience for your future clients.
VIEWS AND CONCLUSIONS EXPRESSED IN ARTICLES HEREIN ARE THOSE OF THE AUTHORS AND NOT NECESSARILY THOSE OF FLORIDA BAR STAFF, OFFICIALS, OR BOARD OF GOVERNORS OF THE FLORIDA BAR.