By Elizabeth M. Miller bio
For many years, I was the consumer who would be the first one to voice my displeasure at goods and services I received if I did not think I was getting value for my money or service, or a product somehow fell short of my expectations.
Over the years, though, I’ve come to realize that feedback of any kind is important and helps a business to make sure their clients are happy.
Now, I try to be as conscientious about paying a business a compliment as I am when I have a complaint.
Are your clients satisfied? How do you know?
Considering the economy, the clients’ desire for value is more important to them than ever, and with the competitiveness of the legal market these days, you need to find out if you are meeting your clients’ needs and giving value for the fees you receive. A client survey is a relatively easy way to get this feedback, yet they remain under-utilized by law firms.
It’s important to remember that the information a client provides on a survey is all about the client’s perceptions and their needs. It does not necessarily mean there is something “wrong”—but it can help you assess how the administration and everyday function of your law practice is meeting the client’s perceived needs and helping you to build a sustainable client base.
How to distribute your client survey
There are several ways to distribute a client survey to gauge your client’s satisfaction with the firm and what they think you can do better in the future.
For example, you can send a client survey with your closing letter and ask that your client complete the survey and return it. The problem with this is there is a 50/50 chance the client will have the good intention of completing the survey but will mislay it somewhere or forget about it and it will never be returned to your office.
I prefer to have a web-based survey because it is efficient, cost-effective, and easy, and it will encourage more clients to respond.
Conclusion
The insight that these surveys provide is priceless and can be used to enhance client service. You can use this information to develop practice strategies to improve on the areas of client service or office procedures, again from the client’s perception.
Remember: A happy client equals return business and new referrals.
Here’s a client survey that I’ve developed over the years, which you can either turn into a form that you send to clients or put it up on your website.