What many lawyers forget is that clients are often unable to establish what actually constitutes excellent legal representation. Therefore, at least as important in client retention is a firm’s client service standards. Here are five areas of client service which help to distinguish the outstanding from the ordinary:
1. Maintaining Contact
The most damaging image you can create in a client’s mind is one of disinterest or complacency. Conversely, keeping in regular contact demonstrates that you care. Allowing clients access to an online diary, so that they can easily make appointments, and providing web-enabled case tracking are examples of effective use of the internet. Appointing a dedicated Client Relationship Manager makes managing the whole process much smoother, and gives the client an immediate port of call for any questions or issues. A regular ‘bulletin’, providing primarily items of genuine interest to your client base, as well as information about the firm, helps to keep you in mind and shows that you share your clients’ priorities.
2. Flexibility and Service Standards
An important component of client care is to show a ‘client-centred’ approach. Examples include flexible working hours, ‘out of hours’ meetings for busy business clients or families, or holding meetings at the client’s premises or home where appropriate. Keeping clients regularly updated of progress, offering telephone and video conferencing where applicable, and hosting a dedicated client area on your website will underline your commitment to making the relationship as smooth as possible. Maintaining service standards is crucial, so the firm should require Heads of Department to continue to identify and consider possible new services for the firm.
3. Finance
The prospect of paying for legal services is something that often puts potential clients off, but there are ways you can help to make things easier. At first, offer fixed prices up front to help avoid worries about chargeable hours building up. Guarantees help to reassure clients, as does the option of 0% finance. Only if the firm has the capacity, bridging loans and interim finance can help the client to pay and to plan their finances. It is also a good idea to provide flexibility in billing and collection, allowing clients to view the accounts ledger online and make online payments, and updating them of the status of their account. Automated billing at certain key points in an engagement also help to smooth your own cash flow.
4. Promotion
Holding events with a ‘wow’ factor in the local community boost your profile and credibility. Your sense of Corporate Social Responsibility, demonstrated by promotion of your work with local community groups and charities, further enhances this image. A ‘green strategy’ is a crucial part of this profile. You can also maintain the ‘client-centred’ approach by holding networking events, which benefit both the firm and clients. This must all be geared towards portraying yourself as the premier firm in your area.
5. Feedback
The only way to achieve genuine service improvements is to gain honest feedback from the people who matter – clients. This is more than a question of asking clients to fill out a questionnaire, although this is generally a good place to start. It is often possible to go further, forming client ‘focus groups’ for feedback, and using a ‘mystery shopper’ to contact the firm for quotes, the client for feedback, and other firms to provide an idea of competitive positioning.
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