Does Your Client Service Measure Up? Here’s How to Find Out
Lawyers can find out how well they are serving their clients simply by asking.
Ask the clients. Ask the secretaries, receptionists, paralegals and other lawyers in the office. Then fix the problems.
That’s the advice of marketing specialist Stacy West Clark, writing at the Legal Intelligencer. She suggests asking clients at the beginning of a case how often they would like to receive status reports, whether they would like to be included in strategy sessions, and whether they want to receive updates by phone calls or e-mail. Then, at the conclusion of the matter, ask clients how well the law firm performed.
Clark’s article has 10 suggestions for improving client service. She says lawyers should try to see their law firms through the clients’ eyes. “Little things matter,” she writes. “Is your furniture stained? Are the brass door handles showing an inordinate amount of scuffing? Are the magazines very outdated? How does the receptionist treat guests? Are they greeted by name and welcomed, given a beverage etc.? The condition of your offices leaves a definite impression with a visitor. Do not let that image be one of a sloppy, uncaring and lackluster place.”
Clark says lawyers need to create a culture of service, and can reinforce the culture by praising lawyers who do well. Praise can take the form of a personal thank-you and recognition letter from the managing partner, a note in the firm newsletter or on the bulletin board, and incentives such as gift cards.
She refers to a Ritz-Carlton program that encourages a focus on customers. Every day, employees of the hotel chain gather for a 15 minute staff meeting where “WOW” stories are told about employees who go beyond expectations to deliver excellent customer service.
“Happy clients beget happy referrals and more clients,” Clark writes. “I have never seen it fail.”
