Capturing and Using Law Firm Client Feedback
Law Firm Clients
3 min read
Part of the ‘Lawyerist Healthy Law Firm’Learn more
You’ll always want your clients to have the best experience when they interact with your firm, and this includes finding pain points and obstacles so you can improve them.
You can get immediate feedback from clients by simply asking them. Whether you’re meeting them in person or talking with them on the phone, you can ask how happy they are with their experience. Don’t assume you have to wait until the end of a representation to ask for and receive feedback. If you ask early and often—for example, how was the onboarding process—you’ll have more chances to fix problems as they arise. If you want until the end, there is not much you can do except apologize.
You should also consider asking clients to leave reviews on Google, Yelp, or Avvo, for example. You can also gather testimonials and use them in success stories or on your site and other marketing materials.
If you’re worried people won’t be transparent, you can always implement a standardized process for gathering feedback from clients, then find ways to incorporate this feedback into your client experience journey. An easy way to get feedback is through surveys or online questionnaires.
Depending on whether they were just visitors to your website or current clients, you could ask them:
How did you hear about our law firm?
What attracted you to our website?
Did you want to interact with us, but didn’t reach out? Why?
How was your interaction with us?
On a scale of 1 to 10, how easy was it to navigate our website?
How would you rate your experience with our law firm?
Your clients know about client experience with your firm better than you do. It’s important to get their feedback on where you can improve to ensure you’re providing a positive client experience.
Start by reviewing your client experience journey and asking yourself what meaningful feedback you could get from each step of the journey. To measure the ROI of your client experience, you have to decide what you’re going to measure on the business side of things, what you’re going to measure on the client experience side, and how to correlate those two things. For example, after implementing a free in-person consultation, you see the number of new clients increase. You could see how being more active on your Facebook profile increases visitors to your website. A positive or negative client experience can affect anything from referrals, reviews, retention, and revenue. As you establish metrics to measure ROI, make sure they focus on capturing client feedback that links to business outcomes.
Listen to the Lawyerist Podcast, episode #347, How a Client Happiness Coordinator Increased My Firm Referrals and Reviews, with Lawyerist Lab coach Ryan McKeen and his Client Happiness Coordinator, Brittany Green.
Whatever you do, don’t leave your client’s experience to chance! By thinking through when and how you interact with your clients, you can design a client experience that exceeds their expectations. Creating healthy clients is just one piece of developing a healthy business. Want to learn more about what successful firms do to achieve and amaze healthy clients?