How to Use "Voice of Customer" Data to Better Market Your Law Firm
Monday, February 6, 2023

The "Voice of Customer" or VoC is a term used to describe customer or, in the legal realm, client feedback concerning their experiences and expectations with your law firm’s services. Put simply, the VoC is what clients are saying about your law firm. When law firms listen to the VoC, they can better understand client wants and needs to improve their services, leading to increased customer satisfaction and loyalty.

VoC programs are an increasingly popular core business strategy for many businesses, including law firms. They can be highly beneficial for law firms because:

  • Clients expect more direct engagement with a firm.

  • Capturing and acting on client feedback is essential to understanding a prospective client's complex decision-making process.

  • Law firm owners can tailor marketing to the VoC.

The key is incorporating VoC data into your marketing efforts to see better results.

Review Client Feedback

Start by reviewing your client feedback consistently. You can accomplish this by conducting an in-depth assessment of the following:

  • Old testimonials

  • Reviews on Google

  • Feedback surveys

  • Client emails

  • Rating sites for lawyers

Other options for gathering data to formulate VoC trends include:

  • One-on-one client interviews

  • Online client surveys

  • Social media

  • Website behaviors

  • Recorded call data

  • In-person surveys

  • Focus groups

Ensure you include data from various sources, so you aren't just gathering data from clients who only complete surveys or always leave online reviews.

You may also benefit from reading your competitor's reviews since their clients represent your target marketing audience and what is important to them.

Identify Feedback Trends

When reviewing these crucial materials, listen to what your clients say about you. Then, use your review to pinpoint the trends you discover. For example, if clients report that your law firm is timely when answering emails, or that your staff is polite – you can use this information. This feedback tells potential clients about your customer service capabilities. You can affirm your commitment to client satisfaction by repurposing this feedback on your website as a quote. In competitive practice areas, such as plaintiff personal injury, client service might be one of the most defining factors of your law firm.

It is helpful to use direct quotes or reviews from clients in your marketing materials when possible and ethical. When identifying VoC data and your marketing efforts, the more you can use your client's actual words about what it was like to work with you, the better. After all, that truly is the voice of your clients.

Look for Consistent Thoughts and Words

Put interesting and repeated thoughts word-for-word into a spreadsheet. Then, use it as a touchstone every time you create content. Whether writing blog posts, practice area pages, newsletters, or social media, studying VoC trends gives you a direct line to what your potential clients think and need.

By using their actual words, potential clients will realize your firm understands what they need. This strategy builds trust and, ultimately, will build your caseload.

VOC Enhances Findability and Provides Topic Ideas

Identify what people seek out and appreciate in a law firm. Then, use the qualities they appreciate about your firm to market your services better. For example, do clients often say your lawyers are compassionate or knowledgeable? If so, use these words to describe your attorneys in your marketing materials, primarily online. Phrases and other keywords that your clients use can enhance the findability of your law firm.

Effective law firm content marketing strategies include developing a monthly newsletter and regularly updating your website's blog. You'll get a better ROI by fueling your blog with solid SEO keywords. You can determine what topics and words will be most relevant to your audience through your VoC data. In addition, you can cross-reference those sources with highly-searched queries to inspire your content themes.

You may go back and edit or rewrite some of your existing online content to better fit the information you glean from your VoC reviews.

Maintain Confidentiality

Above all, maintain your clients' privacy and confidentiality. Be sensitive not to share any confidential material relating to anyone's case. Instead, focus on their experience in working with you and your firm. It's a good idea to remind clients to keep their personal details to themselves when encouraging them to post reviews online or publicly share their experiences with you. Let them know that they are simply reviewing the legal services you provided them with, which doesn't require them to discuss the often- private details of their legal matter.

The VoC helps law firms understand who their clients are, what they are looking for, and what they expect. By incorporating VoC data into your marketing efforts, you can better direct those efforts toward the right audience.


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