Law firms cannot achieve success blindly, and strategy cannot be created in a vacuum. Although instinct and intuition can be an effective approach to advancing a law firm’s business, nothing compares to client feedback.
Client feedback is the single most-important piece of qualitative data a law firm can collect. After all, your clients are your most-significant stakeholders, and what they think of you strongly parallels market perception. In addition, client feedback enables law firms to identify blind spots – gaps in legal or client services that attorneys might otherwise not be aware of.
If you’re interested in soliciting feedback about your law firm, attorneys and client service, here are a few tips to help you get the most out of your efforts.
- Solicit a wide variety of clients: A variety of perspectives provides a well-rounded understanding, so make sure to select a large sampling of clientele from a broad spectrum of practice areas and attorneys.
- Develop a questionnaire: You want to be able to compare apples to apples, so develop a questionnaire to ensure that each client is asked the same list of questions.
- Have a conversation: While a standard questionnaire is important, great information can be discovered by going off-script. Feel free to ask follow-up questions to dig deeper into client responses.
- Search for trends: One-off comments might help inform you about a particular client’s perspective, but the real value from client interviews comes from identifying trends. For example, if several clients note an issue with the firm’s level of responsiveness, you can bet this is an area the firm needs to address.
How can Jaffe help you with client interviews?
Jaffe’s team of business development and marketing strategists work with law firms to plan and execute comprehensive client interviews. We work with law firm leaders and marketing departments to identify client interview candidates and develop comprehensive questionnaires that reveal trends in market perception. We then help analyze the data to deliver comprehensive reports that reflect your strengths, weaknesses, challenges and opportunities based on client feedback. We then apply our legal marketing expertise to provide recommendations to help you improve market perception and your client relationships.