Law Firm Customer Service
Quality law firm customer service starts well before the first appointment.
Exceptional law firm Customer service continues well after the last meeting or correspondence.
Do you pay customer service the attend it deserves? What’s the starting point for your customer service? Do you, like some lawyers only concern yourself when they are entering your front door?
Law firm customer service starts with your last client and ends with your next client.
Looking back at your previous client interaction is the perfect place to start. I’d encourage you to ask this question at the end of each file. “What’s the one thing we could have done better to make your experience better.” Law firm customer service is an evolutionary process, not a static action.
Next, think about your website. The majority of new clients will visit your website, searching for a better understanding of you and your expertise. Does your About Us page help or hinder? What can you do to better frame up their expectation before the first meeting?
Now, let’s think about the first contact with your law firm. Do they get rattled by an officious receptionist? How hard is it to get to talk directly to you or one of your fee earners? Remember the first rule of sales: make it easy to buy. That person has been referred to you or responded positively to an advertisement or search result. Putting up a barrier after all that good work is crazy.
Do you know your conversion rate? That is the number of people who become clients after the initial enquiry? Mastering these number is important because it will tell you a story about your customer service process.
You are now with the person at the first meeting. Setting expectation is vital. Most people will never fully understand the legal process. Nor should they! Explaining the entire process is not your job.
Great law firm customer service is centred around the following:
- Giving clarity
- Providing meaningful communication and
- Explaining potential outcomes is what matters.
Most lawyers fail at one or more of these most important aspects of law firm customer service. Far too many get caught up in trying to explain aspects of the law and the process rather than effectively engaging the client.
Managing internal process is paramount to success. One forgotten confirmation missed entry of information or failure to next steps can destroy the relationship you have built up with the client. You must avoid perceived indifference at all costs.
After the file is closed, the relationship must continue. Adding that person to your email newsletter enables you to stay top of mind. This will help with returning clients and referrals in the future.
Law Firm Customer service is everyone’s responsibility, not just the partners. Take the time to get it right and build relationships that will ensure the future profitability of your law firm.
