Law firms have been skittish about using client satisfaction surveys since the days when surveys were done by phone on paper. That’s too bad, because client satisfaction surveys can yield important information about your practice, how clients feel about the attorneys and support staff in your office, and provide you with feedback that may indicate the need to make changes, big or small.
The problem: no one wants to hear bad news or complaints, so the usual response is, let’s not ask.
That kind of head-in-the-sand thinking could be deadly to your practice. There are so many alternatives for clients when it comes to choosing an estate planning and Elder Law firm. They can go to the next law firm that appears on their phone, or click on an online legal services company. You know the difference between having a will and estate plan created by an attorney, but your prospect may not. So you need to make sure that your client’s experience is the best it can be. And the only way to be certain is to ask.
How can you improve your client’s experiences with your firm, with the desired end game being a great survey result?
Focus on building relationships with clients at every point of contact. Every client who walks in the door, sends an email or makes a phone call presents an opportunity to ask them a few questions: “Have I answered all of your questions? Is there anything here that is not clear? Do you understand how x and y work together to achieve your goals?”
Make sure that you end every conversation or interaction by offering an opportunity to contact you any time in the future, by offering your email or phone number as a point of contact. Schedule a follow-up call, using the information stored in your E2-CRM to ask about specific people in their lives or events that you discussed during your last conversation.
Share your cell phone number and the option to send a text. Millennials will appreciate your availability and the fact that you are communicating in the same medium that they are. Most people understand the difference between being given an office phone number and a personal cell phone number. The average person will not abuse this information, and it has the added bonus of making the client feel that they have been admitted to your inner circle.
Don’t forget to ask your employees about their experience of dealing with your firm. The receptionist, paralegal and associate attorney who are in the day-to-day client work of the practice should have their ears attuned at all times to what clients are thinking. They should also be sharing that information with you on a regular basis, from compliments to complaints. If there is an issue, they should be noting it in the E2 CRM so that others in the firm will be aware of any problems. If employees are oblivious to client satisfaction, then you have some training to do.