Client satisfaction surveys may not currently be a top item on your law firm’s to-do list, but they should be. Not only is feedback crucial in determining how a client feels about services provided, a well-designed survey is a valuable marketing tool that provides information that will help your firm make decisions in terms of marketing, growth, and practice emphasis.
A good client survey can help a law firm:
- Evaluate a client's satisfaction and prevent potential loss of business to competitors.
- Identify additional services that a client might want from the firm.
- Pinpoint markets that are not being serviced by the firm.
- Understand who in and how organizations make decisions.
- Discover competitors' strengths and weaknesses.
- Recognize potential cross-selling opportunities.
Surveying techniques are critical to the success of a client survey and the quality of the information a firm receives. The questions, whether asked during a face-to-face interview or through a questionnaire, should be open and allow for detailed feedback.
The survey should include some form of the following:
- An overall evaluation of the firm's performance in meeting the clients needs.
- An evaluation of performance in the specific practice areas used by the client.
- An evaluation of the partner responsible for the client.
- A performance evaluation of the other lawyers who worked with the client.
- A look at the quality of service provided in every step of the legal process.
- Evaluation of the clarity of the billing procedures and fee arrangements.
- Assessment of the firm's strengths and weaknesses.
- Areas for improvement.
- The client’s willingness to refer others to the firm.
A good client survey also has benefits far beyond research. They can help update and enrich a law firm’s database and mailing list with additional client information. To get the most from the survey, firms should compare the marketing and financial database with the list of respondents to assure that you have heard from all clients.
And remember, conducting a survey is not a one of event. Client opinions are not "frozen in time." Client surveys should be repeated every two to three years to measure the firm’s progress.
Through proper design and follow up, a client survey can bring immense value to a law firm and to its clients. You can download our free client satisfaction survey by clicking on the button below.