Most of us like to think that we provide the best client service possible. The problem is, unless you are measuring objectively, there’s really no way to know for certain. How can you measure client satisfaction accurately?
Here are some suggestions:
Conduct a survey: Ask clients to rate your performance on a scale of 1 – 10. Questions could include:
- Overall, how satisfied were you with how our office handled your estate planning matter?
- Did we communicate in a clear and easily understood manner the issues to be addressed?
- Did you feel comfortable asking questions of the attorney, the paralegal or any team members?
- Did your calls get answered in a reasonable period of time?
- Were you at any time frustrated or annoyed with any part of your interaction with our office?
- Would you recommend our practice to a family member, friend or colleague?
- If you have any questions or would like to share any comments, please call ____ to discuss.
Keep the number of questions limited so they don’t feel like you are taking up too much of their time.
While you should review each survey as it comes in, remember not to base any changes on a knee-jerk reaction to one or two surveys. When you have three months’ worth of surveys, you’ll have a better sense of what is working–and what is not.
If there are any glaring issues, or problems that you were aware of (and now you know that your clients are aware of them also), address them. In addition, call the clients who pointed out the problem and tell them that the problem has been resolved.
Talk with your clients when they are in the office. Sounds obvious, but how often are you or other people in the office so busy getting documents prepared or gathering information that you forget to take a moment and have a real conversation with clients? Ask them if they are comfortable with how their situation is being handled, is there anything they don’t understand, and do they have any questions? Don’t let them leave the office without confirming that the appointment has been a good one.
Keep your ears and eyes open. Let’s say your client tells you they agree with your approach to a problem but their facial expression and body language does not match, i.e., their arms are folded and they look like they are about to roll their eyes (or they already have). You have an unhappy client. No matter how pressed for time you may be, you need to dig deeper and find out what the problem is and resolve it before they leave the office.
Make sure that you and your team are all on the same page when it comes to client satisfaction.