Law Firm secret shopping, mystery calls, market research –is it worth it?

Law Firm secret shopping, mystery calls, market research –is it worth it?

Secret Shopping. Mystery Calls. Market Research. Whatever you call it, it is one of the most practical ways of evaluating the quality of the client experience to benchmark yourself against the competition and see how you can improve so that you convert more leads.

We do these for clients, contacting their own firms as well as their competition, to evaluate how new calls are handled. The following are depressingly common:

• A member of staff takes the call but obviously doesn’t regard it as their ‘job’ and makes the caller feel as if they are doing them a favour by talking to them

• Receptionists who literally make the caller feel like they can’t pass them on to someone else quickly enough

• Secretaries who have obviously been given a script and concentrate on that so hard, they don’t actually listen to the answers

• Call handlers with zero empathy, even when talking about emotional subjects

• Employees who don’t know the answers to questions so just make it up as they go, giving incorrect advice

• People who just give a fee over the phone, no breakdown or offer of a written quote

• No attempt to set up appointments or offer next steps

To be fair, it’s not really fair! A lot of law firms task members of staff who have no sales training to be the first port of call for prospective clients. And then they wonder why their lead conversion is so low, often blaming it on fees rather than the poor first contact a prospective client encounters. The sad thing is that it’s so easy to rectify, and a few tips and techniques would empower their staff, as well as improve how calls are handled. 

In that first call, a prospective client should feel welcomed, gain confidence that their matter will be handled professionally, learn the benefits of instructing your firm and understand the quote they are being given. That call forms the basis on which they will judge you, so it is essential your first impression is a good one.

And remember that Secret Shopping is not just about gathering data about your own firm, but also a proven method to gauge how their competition is carrying out business. This can help you innovate and devise more effective strategies of your own to differentiate your firm.

Secret shopping enables you to find out how you fare against the competition and gives you a basis on which to become the best. Let us know if you would like us to do some secret shopping so that you can improve your client experience and help convert more leads. 

If you would like to discuss how we can help you put the right marketing strategy in place for your law firm, ring us on 0118 380 5980, email us at enquiries@orionlegalmarketing.co.uk or fill in our CONTACT FORM. We’ll be happy to offer you an initial free consultation to discuss your needs and the marketing strategy that would best suit your business.