The Lawyer's Office

Delivering great client service is extremely important in today's legal marketplace. More and more lawyers and law firms are competing for fewer clients, while client loyalty continues to drop.

It is no longer sufficient to simply be competent, or even expert, in today's competitive legal environment. Lawyers and firms must distinguish themselves by the service they provide, and must strive for 100 percent client satisfaction.

Service is how many clients can tell one lawyer or law firm from another. If you can't provide it they will go somewhere else. Here are a few tips for implementing a client-focused culture in your firm.

TIP 1: Realize that exceptional client service is the name of the game. Your law firm exists to serve clients. They pay your bills and if you don't perform they will take their business to another firm.

TIP 2: Make a commitment to providing exceptional client service. Not talk or slogans, but action-orientated, client-first behavior that becomes part of the firm's culture - a habit and part of daily life exhibited by everyone in the firm.

In other words, walk the talk. This commitment must come from top management, which must also demonstrate by example that the firm is serious about providing excellent client service.

TIP 3: Determine where you presently stand in the eyes of your clients and how they perceive you. Conduct a professional client satisfaction survey to solicit feedback and identify needed improvement areas.

Ensure that the mail or telephone survey is professionally done, and the results are valid, reliable and meaningful. A follow-up problem-resolution system must be part of the program.

TIP 4: Based on feedback received from clients and your own assessments, design and implement a client service improvement program. It should focus on long-term behavioral change and not just a one-shot quick fix.

The program should be established as a six to 12-month campaign designed to burn new client-first habits into the fabric of the firm's culture. Essentials include:

A client service improvement plan; client service standards; a kickoff meeting (or series) for all employees, sharing results of the survey and the firm's dedication to exceptional client service.

An ongoing, abbreviated random client satisfaction telephone interview program; a series of client service training workshops for all attorneys and staff; incentives, bonuses and special rewards for employees who have provided exceptional client service.

Linkage of customer satisfaction to employee performance evaluations; incorporation of client-first in all internal and external communications; design of internal scripts, graphic and other support vehicles to remind employees of the firm's commitment; review of results and improvement in client satisfaction at the conclusion of the campaign.

TIP 5: Establish client service standards. For example:

Phone calls will be returned within two hours; be client friendly - treat clients las you would like to be treated, and eliminate arrogance in manner and tone; answer phone calls by the third ring.

Provide status updates monthly; send out billing statements monthly; send each client copies of all documents created or received on his or her behalf; ask clients how you are doing; smile, whether on the phone or in person.

Ask clients their names and always use them; thank clients for their business; go out of your way to make it easy for clients to do business with the firm; do what you promise and when you promised it; don't make promises you can't keep.

TIP 6: Ask attorneys and staff to put themselves in the client's shoes and think like a client.

TIP 7: Ask attorneys and staff to think about how they would like to treated and what service that they expect from others.

TIP 8: Ask attorneys and staff to make an inventory of positive common-sense client service behaviors and have them practice these behaviors until they become habits.

TIP 9: Give clients what they want. For example:

Help clients feel comfortable working with you and your staff; treat your clients with respect; be accessible; demonstrate that you understand your client's concerns and are an ally; maintain communication and information regarding the status of matters.

TIP 10: Hire the best receptionist you can afford, and invest in training. If you have a small firm, consider enriching the receptionist's job by adding client service and marketing coordination responsibilities. Reward and pay your receptionist well.

TIP 11: It takes 30 days or longer to form new habits. Practice, practice, practice.

Celebrate your successes, reward employees, and continually strive for improvement in client satisfaction. Your goal should be 100 percent client satisfaction.

• • •