Client expectations have changed as a result of recent economic, health, leadership, social justice, and climate crises. As a result, customer expectations and behaviors are radically, rapidly, and more likely than not, permanently, changed. Digital-first companies are winning. That's true for law firms, too. But that's not the only change. Clients are looking for personalized experiences that are served with empathy. The key to client satisfaction? We have 5 of them.
The very definition of empathy is to understand and share the feelings of others. And that's exactly what we mean here. No matter which area of law you practice, in practically 99% of cases, the client is coming to you because of a problem or a big change. And along with that comes some level of anxiety or at least unrest. Sure, for you, with your experience and handling the topic regularly, the sting is likely out of the process. But remember, for clients, it's their first time, or at least it isn't their norm.
In a recent Salesforce research piece, 80% of participants said the experience a company provides is as important as its product or services.
Like my mother said, treat others as you would like to be treated. Be patient. Listen for understanding, not response. Communicate actively. Consider creating and sharing some FAQs for the client, including the overall process for a typical case, being sure to let them know where things may not be typical in their specific case. Let them know the best way to work with your firm. Even better, ask them how they want to communicate with your firm. The right technology can make this efficient and friendly.
The law is set. You aren't changing that. So what the client walks away with is the experience.
Do you know why clients choose your firm? Understanding why is the first step. The flip side is just as interesting, in fact, it's more useful: do you know why clients don't select your firm?
Even if you have a good idea as to why a client chooses your firm, it's good to ask. You may be surprised. Sometimes anonymity gives the best insight. Consider adding this question to an intake form. Again, the right legal technology can make this simple.
But remember, asking is only the first step. Review the responses regularly. Sure, pay attention to the most common responses but look for the outliers, too. There is always good insight between those spaces. Then lean into the strengths. If you are surprised as to why people choose your firm, consider what you would prefer to be the answer. And then get to work on that.
Think about what you can do to exceed expectations... what can you do to surprise and delight your clients? It isn't about stuff - but hey, if you are in real estate law, maybe a fun branded keychain can be a fun thing. But I'm getting off track. The goal is to focus on the client and their experience.
Try giving them a call to just check-in. Don't wait for the client to contact you when they have questions. Or, with the right legal technology, you can simply have a conversation and check-in there at the convenience of the client. And make sure they know you aren't billing them for that time.
The focus is to be client-centric in your firm. What does that mean? Everyone on the team, whether it's just one person or a full team, has the client as their focus. Rather than a means to an end, the client is the reason. And when clients feel that, well, that drives client satisfaction which drives more clients to you. It's a beautiful circle.
But think beyond. Consider a total transformation of how you deliver services to the client. In the same Salesforce research, 69% of respondents stated they expect companies to offer new ways to get existing products and services, with digital enablement being the key. So, if you haven't yet adopted legal technology, well, now is the time. Look for features that make it simple for the client to check on their case, communicate with the firm, and lets them be part of the process.
Sure, this is included in each of the above. But it's important to make the point. In so many situations, stress is greatly relieved if there is open communication. So be proactive about it. Make sure you are regularly updating the client on their case, including the most recent action, what the result was, and what's next. Don't get too far down the line... that only adds more stress. Stay in the present and keep the client informed. Again, the right legal technology makes this simple and convenient for you and the client. A client portal is a key to this. Be sure to add notes to the case. Let the client be part of the process. And be sure to give the client some way to provide anonymous feedback to the firm after their case is over.
Your firm doesn't exist without clients. So when clients hire you, be sure to say thank you. Check-in with your client during the case to make sure it's all going well, and again, say thanks for trusting you with their issue. When the case closes, be sure to say thanks again. It's simple. But makes a big difference. There is no need here for more than simply saying thanks.
As the clients' experience has changed in all facets of their life, so must providers of goods and services. It's a particularly sensitive time of transition here in the U.S. as we reopen post-pandemic. Walking down our neighborhood streets, we see the impact of the last year-plus. Some empty storefronts. Friends who are transitioning to new jobs, either by choice or not. A general uncertainty for children as the fall approaches and the unknowns around going back to school in person without vaccinations available for those under 12. All of this drives uncertainty and a bit of anxiety. So when clients are coming to you, remember they bring all of this with them.