Posted by Robert Half Legal on Tuesday, June 16, 2015 - 08:00 | Follow me
In today’s competitive legal marketplace, it’s important to ensure your clients are satisfied. Client demands are now “primary drivers of change within the legal profession,” according to Robert Half Legal’s Future Law Office. However, if you don’t know what your clients expect (and whether they’re satisfied with your services), you’ll never know how to improve your business.
Does your law firm have a client satisfaction tracking system in place? If not, it’s time to get on board. These tips for gathering and analyzing client feedback can help your firm set itself apart as a leader in the legal profession:
1. Conduct an online survey.
An online survey is perhaps the easiest, most effective and affordable way to collect client feedback. In today’s digital age, most of your clients should be comfortable with this format. An online survey will only take a few minutes of a client’s time, and clients can complete the task whenever it’s convenient for them.
Most email marketing services include a survey design feature. If your law firm already uses Constant Contact or iContact, you should be able to easily design a survey and distribute it to your contact list. Or consider using an online survey tool like SurveyMonkey.com or SurveyGizmo.com. Be sure to keep your survey relatively brief; overwhelming your clients with too many questions and taking up too much of their time could be counterproductive.
2. Ask the right questions.
As you create your customer survey, your goal shouldn’t be simply to figure out whether your clients are satisfied, but also why they are or are not satisfied. Ask your clients about specific services your law firm provides, which services have been the most or least helpful to them, and what they think about your legal fees. Including a section where clients can offer ideas on how you can improve your offerings gives clients a space to raise topics not covered in specific questions.
Here are some sample questions to consider:
- In your opinion, what is our firm’s greatest strength? Greatest weakness?
- How would you rank our client service (on a scale of 1 to 10)?
- What have you gained from working with us?
- Are you satisfied with your attorney?
- What do you anticipate needing from us in the next 12 months?
- What do you think about our current fees?
- Would you recommend us to others?
- Have you considered switching to another law firm? Why or why not?
3. Analyze this.
As a legal manager, it’s important to analyze all the client feedback carefully. Determine which comments or complaints require immediate action and which suggestions you might consider implementing in the months ahead. Once you’ve combed through all the surveys, call a firm-wide meeting to discuss the feedback and brainstorm ways to offer clients more of what they want in a law firm.
4. Get the timing right.
When it comes to surveys, too much of a good thing can undermine your larger goals. Don’t bombard your clients with a new survey every month. You risk becoming a nuisance. Plus, one month is simply not long enough for a client’s opinion to change. To get the most out of customer satisfaction surveys, send them out once every 12 to 18 months.
Whether you choose to conduct an official survey or simply encourage clients to offer verbal feedback during meetings, it’s essential to collect client feedback in the legal profession. Tracking client satisfaction not only strengthens your relationships with clients, it can also help you discover new ways to improve your law firm and gain an edge on competitors.
As a legal manager, how do you measure client satisfaction? Please share your thoughts below.