The level of dissatisfaction with lawyers is at an all time high. A recent study of 600 Corporate Counsel from BTI Consulting Group found that there is a big gap in what clients expect and what law firms deliver. They then asked clients what ‘client focused’ meant to them. The results are below:

• Understand my company needs (20.6%)
• Understand my business (20.6%)
• Responsiveness (19.1%)
• Communications (9.2%)
• Anticipate needs (8.4%)
• Availability (6.1%)
• Value motivated (4.6%)
• Best for client (3.1%)

So, given these responses, here are 5 ways you can better serve your clients.

Focus on the Client

First and foremost, lawyers need to recognize that they are service providers. What is important, then, is the client’s agenda, the client’s timetable, the client’s wants and needs. The focus must be on your client - not your needs and not your firm’s needs. Your clients hired you. Your clients can fire you at any moment. They should be the ones you focus on. By going above and beyond the typical law firm and getting to know your client and what his goals are, you will differentiate your firm and build loyalty.

Understand Your Client and His Business

Your client’s primary objectives are going to revolve around his own personal and professional needs. He wants to look good to his manager, his co-workers, while at the same time, he wants to meet his company’s objectives. Or his need may be personal. Now he might want to look good to his friends and spouse, while meeting his family’s goals and objectives.

Do you know what motivates your client? Clients come to you because they have a problem, and sometimes that problem can be pretty significant. The weight of your client’s problem may be weighing him down considerably. Ask him about it. Let him get it off his chest. He’ll feel a lot better about it when he leaves your office.

Do you know what your client’s company is doing in the marketplace? Where they see themselves in 5-10 years? The more you know, the better position you will be in to help him make strategic choices and the more valuable your services will be perceived. You may even set yourself up for future business.

Return Phone Calls

Always return phone calls promptly. Not returning calls is disrespectful, and the last thing you want to do is disrespect your client. You’d call your spouse back. You’d call your colleagues back. Why does your client become less of a priority?

Keep Your Clients In The Loop

Your clients come to you with their problems. Therefore, it’s no surprise that they want to be kept up to date about your progress. You’d be just as eager if, say, you just had a biopsy done and wanted to know if the sample was cancerous. Obviously, the more significant your client’s problem is, the more he’ll worry about its outcome. Be supportive and assure him that you have everything under control. He’ll feel better.

Learn Why Clients Chose You

Your clients are invaluable resources to learn more about how people view your firm. Spend some time with new clients - take them to lunch or out for coffee - and ask them why they chose your firm. After all, happy clients don’t switch firms, so what didn’t they like about their previous firm and what attracted them to your firm? Once you know, you can more easily manage client’s expectations.

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Categories: Client Service