As law firms revisit their strategic growth plans to address new market realities, many are looking to client feedback initiatives to gather data from clients to inform strategy development. Moreover, as firms look for creative ways to reconnect with clients, client interviews and surveys have become more important than ever for ensuring client satisfaction, loyalty and profitability.
Since the spring of 2020, opportunities for in-person meetings with clients have largely gone away. In-person conferences, events and seminars were replaced by virtual or hybrid events and Zoom meetings. While the shift to virtual has worked well for service delivery, the opportunity for relationship building and meaningful conversations about service levels and ongoing needs has become much more difficult.
Client feedback programs are not new to law firms. According to legal industry data, approximately two-thirds of large law firms (250+ lawyers), have some formal client interview program in place. Many have client service officers or directors whose full-time role is to meet with clients to ensure satisfaction and loyalty and identify opportunities to deepen the client relationship. In short, big firms “get it.”
Mid-sized firms have been slower to incorporate client feedback programs into strategic planning efforts and their marketing toolbox, often succumbing to pushback from vocal partners opposed to the firm talking to “their clients.” High-growth firms with collaborative cultures that do engage in client feedback initiatives have found clients to be enthusiastic participants and gleaned valuable information about service quality issues as well as opportunities for cross-selling other firm practices. Because fewer mid-sized firms have made client experience a priority, there is still a significant opportunity to differentiate a mid-sized firm from its competitors based on their commitment to client satisfaction.
Firms use client interviews and surveys to:
As your firm rethinks its strategic growth opportunities and looks for creative ways to engage with clients, consider embarking on or doubling down on client feedback initiatives. Client interviews and surveys are cost-effective and efficient way to develop meaningful data, identity areas for service improvements, deepen client relationships, improve profitability and identify opportunities for cross-selling.
The Law Firm Advisory Team at Withum is happy to work with you to develop and implement your client feedback initiative as part of your strategic planning process or as an ongoing stand-alone strategy to maintain and increase work from existing clients.
Marci Taylor is a principal in Withum’s Law Firm Advisory team. She provides strategy, management and marketing consulting services to law firms throughout the country and has interviewed and surveyed thousands of law firm clients to inform strategy and drive client loyalty and profitability.