October 25, 2020

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October 23, 2020

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How to Create a Legendary Customer Service Culture for Your Law Firm

One of the best ways to differentiate your law firm from your competitors is to micromanage the client experience.

Think about the best customer service you have ever experienced. Most likely you paid more for it, but the way you were treated left no doubt in your mind that you were getting a true value for your money.

There are four keys to micromanaging the client experience:

Analyze every impact point. Impact points are every way a client comes into contact with your firm, from the first phone call to the final invoice and exit interview.

Develop standards, protocols and systems. You need to train your people on exactly how you want the phone answered, what the answers are to frequently asked questions, the process for signing up a client, and so on. Every part of the intake process needs to be standardized.

Train your people to work the system. Train, test and retest your people on your system. Provide public reinforcement by praising them when they go above and beyond. Get rid of the people who don’t follow your system. Without a system, you cannot scale your law firm!

Focus on the client’s experience of your law firm. Here’s a checklist for creating a unique and powerful experience for clients by treating them like VIPs (without spending a lot of money):

  1. Greet client/prospect by name when they walk into the office

  2. Have a relaxing, non-legal looking lobby

  3. Offer a beverage from a menu of drinks

  4. Conference room reserved with their name on it

  5. 5 minute wait rule in the lobby

  6. Staff acknowledgment and greeting

  7. No forms to fill out at the initial consultation

  8. Provide a bottle of water for the road

  9. Validate/pay for their parking

  10. Communication immediately after the initial consultation

  11. Regular email follow-up after they become a client

  12. Educational emails about the legal process for the first 90 days after they become a client

  13. Scheduled phone calls by paralegals to update the client about their case

  14. Monthly educational and informational e-newsletters

  15. Exit interviews with every client at the end of their matter

Too often, micromanagement is seen as a bad thing – but that is not the case when it comes to ensuring your clients have the best possible experience with your firm.   You not only want them to return and refer, you want the word on your good reputation to be spread. This can only be accomplished by paying very close and careful attention to managing the experience your clients have with your firm.

© The Rainmaker Institute, All Rights Reserved National Law Review, Volume V, Number 100
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About this Author

Stephen Fairley legal marketing expert, law office management
CEO

Two-time international best-selling author, Stephen Fairley is the Founder and CEO of The Rainmaker Institute, the nation’s largest law firm marketing company specializing in marketing and lead conversion for small to medium law firms. Since 1999, he has built a national reputation as a legal marketing expert and been named, “America’s Top Marketing Coach.” He has spoken numerous times for over 35 of the nation’s largest state and local bar associations.

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