Let’s start with the obvious. How confidently can you define your clients’ expectations? Meeting or exceeding those expectations will only be possible if you can express them.
Do your clients care more about personal attention, understanding the law, accessibility, prompt responses, clarity about the legal process, value, or the quality of your communication? Perhaps it’s all of these and more.
How do you know which they value most? Are they willing to pay for exceptional customer service, or do they desire swift, transparent experiences that won’t break the bank?
If the answer is I’m not sure, you may need to rethink your approach to customer service. My favourite way of determining this is to ask a straightforward question at the end of the matter. What’s one thing we could have done differently to improve your experience with us? Ask the question and go into active listening mode. Don’t say anything for twenty seconds, and let them open up. Ask more detailed questions for their response. Dig deep until they use some emotional language. Perhaps, at times, they felt neglected and frustrated. They may have had to wait three days for an answer when a call from one of your team said they received your question and would get back to you tomorrow. That was all they needed.
Whatever their issue was, note it down. Afterwards, consider your service process (do you have your service processes documented?). What tweaks or changes do you need to make? Will you put the time into training your team or accept that your service is good enough?
There is a balance between quality services and the reality of your law firm’s resources.
Understanding this is also key to meeting expectations. Asking more questions upfront will determine their expectations. One of my coaching clients is adding a new price point to his conveyancing service. Now, he will offer two services, hoping to capture a bigger slice of the first-home buyer and retiree market. This strategy will only work if he is transparent about the difference between the two services. Otherwise, some clients will want to pay for the entry-level service and expect the advantages of the premium service. Expecting the clients to work out the difference is lazy and fraught with danger. Spell it out and then ask them which they would prefer. You’ll be surprised how many are willing to pay for extra service.
It’s important to remember that clients want to be heard, understood, and cared for. They’re not just a file number; they’re people with hopes and worries who want to trust you to guide them through some of the most critical moments of their lives.
Clients want value, and they know when they get it. If you’re writing a will for them that hopefully will come into play for a while, value is measured only by what’s written in the document. It’s how you made them feel, your calmness and understanding and whether or not they believe you understood and cared about their needs. That’s meeting expectations because they have yet to determine whether the will you wrote can deliver their desired objectives.
Ask yourself one question this week. Think about the file you recently closed. Did you and your team do everything you could to WOW the client? Or was it just another transaction you’re happy is completed?
If you’re running a small firm and want to make a significant impact, concentrate on making every client feel wanted. Do this by delivering value that leaves no room for doubt. You’ll not just meet expectations; you’ll exceed them.
If you need help, ask.