6 Client Service Standards for Success by Garnett Bandy
It
is a cultural shift that can seem quite daunting for a law firm typically focused more on billings and results. Consider, however, what keeps bringing you back to that restaurant or coffee chain that charges you slightly more than a competitor but makes you feel like the most important client there. It is often the employees who treat you with respect, ushering up such phrases as “my pleasure,” or “can I refill that for you?” You might have a good client base without an emphasis on superior client service, but you will not sustain it or get many referrals without adapting. Improving customer satisfaction will help you increase revenue, reduce churn, improve client retention and create more referrals.
Here Are Six Client Service Standards That Can Be Your Key to a Successful Future DIFFERENTIATE YOURSELF Go beyond “best price” and offer true value for working together. Become the professional and trusted advisor that clients can rely on. Take pride in your firm’s commitment to client satisfaction; make yourself available and consistently communicate with clients. Consider client service training for all of your staff, including lawyers. Make your commitment to clients known through visual reminders such as plaques or a strong mission statement, and share both in-house and externally that this mission is what your firm is all about.
INQUIRE, TRACK AND MEASURE Studies have shown that a satisfied client will tell a maximum of two people about great service; however, a dissatisfied client will tell a minimum of 11 people about bad service. To make matters worse, technology has increased these statistics with the ability to comment via email or by posting 26
Attorney Journals San Diego | Volume 221, 2022
on blogs and social media. Still, a client does not have to say anything to be dissatisfied. As the saying goes, “what is measured is managed,” so ask clients to rate the service they have received and use that information as feedback for your staff. Fix the problem areas as quickly as possible. Continuously remind your teams of the long-term goal of achieving superior customer service.
MONITOR SERVICE ISSUES AND EXPECTATIONS Sometimes neither client service nor communication comes naturally to legal IT or attorneys; yet, if they want to survive and thrive, they have to be able to do both. Continuous reiteration by management and ongoing training can help transform the typical law firm culture into a service culture. Conduct quarterly check-ins with your team regarding service issues and their ability to meet client expectations.
TALK LESS, LISTEN MORE Clients often say the quality they appreciate most in a legal professional is that he or she “understands my business” and “listens.” By the same token, the number one complaint clients have about their contacts at a firm is a perceived lack of communication or responsiveness and a feeling of being out of the loop. Communicate often and remember that clients are both internal and external. Translation: All co-workers should be treated with the same respect and courtesy as a client, regardless of position or pay grade.
ENCOURAGE TEAMWORK Each service provided should be understood by everyone across the board. A “not my job” attitude is detrimental to exceptional client service. Though each employee does not need to be an expert in every area, training on how to handle inquiries and how to redirect the client to the person best able to address his or her need is imperative. Rather than allowing people to point to someone down the hall or transfer a call with no introduction, ask each team member to apply a little personal service and try, at
