Imagine a client is coming into your law firm for the first time. What does she see when she steps through the door? How is she greeted? How long does she wait in the reception area for the lawyer? Is there anything for her to read while she’s waiting? Once she meets the lawyer, how is she treated? And after she leaves the office, when will she next hear from the firm? How will she receive progress reports and how often? What does she expect the outcome to be?
Now imagine that the client is your mother. Would you want anything in the scenario to be different? How would your mother rate her experience?
Why is this important?
You may believe that your firm provides excellent customer service, but do your clients feel the same way? After all, it’s really only their opinion on this that truly matters.
“People will forget what you said. People will forget what you did. But people will never forget how you made them feel.” Maya Angelou penned these wise words several years ago and they’re an important reminder to anyone who relies on the power of client referrals to build—or just maintain—their business.
Being mindful of how your clients feel may be even more important these days than before, because now your clients have quick and easy access to a powerful megaphone: the Internet and its host of social media channels. And while clients might be slow to rave about great service, they can be quick to lambaste you for failing to answer the phone on the third ring.
Top 10 customer service fails
A quick search of #CustomerService #Fail on Twitter shows these top customer complaints:
- Employees who clearly don’t like their jobs
- Demeaning tone on phone
- Lack of simple manners, e.g., saying please and thank you
- Taking payment too early
- Not responding to emails
- Not delivering on promises
- Not honoring quote
- Being placed on hold for a long time
- Getting only a machine or a recording on the phone
- Phone calls dropped during transfer or handled poorly
Defining customer service
Kelli J. Proia, Esq., founder of Lawducate, recently delivered the webinar “Walking a Mile in Your Customer’s Shoes” to Law Office Manager subscribers. “Customer service,” she says, “is a series of activities designed to enhance the level of customer satisfaction.” These activities include:
- Meeting
- Greeting
- Listening
- Responding
- Delivering
- Delighting
“Your firm is being graded on every aspect of the customer’s experience,” says Proia, who recommends that firms conduct a customer service audit and consider what it’s like to be a client at all touchpoints—everything from meeting the receptionist for the first time to receiving the final bill.
Strive to be a client-focused firm
Improving your firm’s customer service won’t happen automatically. You need a plan and a firm-wide commitment to being a client-focused law firm.
“Many firms believe they are a client-focused firm,” says Proia, “when they’re actually a client-matter-focused firm. You need to look beyond the matter and look at the bigger picture.”
To become a client-focused firm, there are two golden rules that Proia believes should be every firm’s guiding principles. They are:
Rule #1: See the person sitting across the table from you and not just the legal matter.
“When a client is sitting in the office of one of your lawyers, what is the lawyer focusing on? The client? Or the subject matter? Often, work is usually the focus. But you need to think of what else the client is going through.”
Rule #2: Treat that person like you would want to be treated if you ever found yourself in their shoes. Better still, treat that person like you would want your mother to be treated.
“Lawyers compartmentalize matters. But service happens between people, not the work.”
Build a customer service culture
Next, Proia suggests that law firms define their customer service standard and integrate it into the firm’s culture. “By culture, we mean the way of life in your firm,” says Proia. “It’s the way we do things here.”
The 5 pillars for creating a great culture are:
#1: Having a vision. For example, says Proia, are you going to be an environmental law firm that practices what it preaches? Identify what it is your firm stands for.
#2: Knowing your purpose. Why does your firm exist? “And don’t say just to make money,” says Proia. “Money is a by-product, not a purpose.” Instead, Proia suggests a firm’s purpose might be: I am a divorce lawyer who focuses on father’s rights. Or We are a firm that helps people navigate estate planning needs.
#3: Identifying your values. “Your values inform your connections,” says Proia. “Name them, own them, and live them.”
#4: Hiring amazing people that fit your desired culture. “Some skills can be taught, but not values,” Proia says. “It’s hard to change people’s values.”
#5: Offering your customers a WOW experience. “Do common things in an uncommon way,” says Proia.
Align your culture with your clients’ needs
“Your firm’s culture is influenced by everyone and is incorporated into everything in your firm,” says Proia. “This goes beyond the people. It’s represented by your website, your marketing, your paperwork, your office design, and even your billing procedures. Take a look at these aspects of your firm and ask: How is what we’re doing reflecting the culture we say we have?“
Look at how you’re communicating with your customers. Whether it’s by email, phone, letter, or automatic message, be sure that the tone and message all reflect your customer service standard.
For example, does your website focus on how many years your lawyers have been in service?
“As lawyers, we think we’re selling ourselves. But we’re not; we’re selling solutions,” says Proia. “You being in business for 150 years is not going to solve your client’s problem. Talk about the solutions.”
Take a look at the reading material in your waiting room, Proia recommends. Is it literature about your firm and your accomplishments? “That’s insulting to ask clients to have to wait for you and read about you.”
And don’t assume your clients understand your language. Steer away from legalese and use simple terms aimed at a fourth grade level. That’s not to say be insulting or condescending. Just be clear.
“It’s also very important to set and manage your client’s expectations,” says Proia. “One of the biggest problems with attorney/client relationship is usually around money, time, and outcome. Your firm could face malpractice suit if the lawyer fails to set proper expectations.”
How to offer WOW
The final step in enhancing your customer service experience is to delight, to deliver the WOW experience. And it’s really not that difficult.
“Go beyond the scope of what your client is there for,” says Proia. “Be as helpful as possible. Anticipate their other legal needs, even if it’s referring your client to other lawyers for a real estate transaction, for example, after a divorce.”
Consider providing clients with checklists, ebooks, or a roadmap explaining the process. Call them a few months after a contentious matter has ended, just to check-in.
One firm that specializes in divorce and family matters provides their clients with a tablet, says Proia. Originally, the intent was to ensure secure communications, but it evolved into a way to keep the client updated on all aspects of the file. When documents are filed or amended, the client is immediately notified and has access to all of these updates.
“Provide the customer with anything that alleviates obstacles,” says Proia. “This could be making house calls, providing an in-house babysitter, offering flexible hours, or simply acknowledging your clients’ milestones.”
And embrace client feedback. “Ask your clients if they will refer you to friends and family,” says Proia. “Anything below 100% yes is cause for concern.”
Conclusion
Invest in great systems and processes that support your customer service efforts. You need a process for everything. It’s an investment that will pay great dividends.
“Happy clients will do business with you again and they will refer their friends, colleagues, and family to you,” says Proia. “It might be your best competitive advantage.”
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