Professional Services Accounting ARTICLE -

Good Customer Service Applies To Law Firms, Too

Target Audience: Legal Professionals, Professional Service Firms, Law Firm Partners, Law Firm Accounting

You may be familiar with the concept of a “marketing culture” and how it encourages firms to integrate growth strategies and objectives into every aspect of their operations. But even a healthy marketing culture won’t necessarily keep clients happy.

So in addition to weaving marketing into your firm’s fabric, consider improving the way every attorney and staff member interacts with current and prospective clients. A “customer service culture” isn’t only for retailers and restaurants; it also can give law firms a competitive edge.

The front line

Everyone in your firm should receive some form of customer service training. However, those working your firm’s front lines, such as receptionists, legal secretaries and administrators, are most likely to use it on a daily basis.

The size of your firm may determine whether you formalize client communication guidelines or simply encourage everyone who answers phones, returns e-mails and greets clients to adopt a helpful, problem-solving attitude. At its most basic level, this means that they should be polite, friendly and ready to go the extra mile for a client.

They also must be able to recognize the difference between issues they can resolve themselves and those that require another’s expertise. For example, a paralegal might provide information about a court’s ruling but can’t tell a client whether he or she should appeal the court’s decision.

5 steps to client satisfaction

Great customer service can be easy to achieve when clients are pleased with your work. The test comes when they aren’t. Five basic rules can help members of your firm, from receptionist to managing partner, navigate antagonistic situations:

1. Smile. It may sound simplistic, but as Dale Carnegie famously said, “your smile is a messenger of your goodwill” and tells clients that you’re ready and eager to help. Studies have shown that smiling, even while on the phone or writing an e-mail, puts a positive spin on every communication.

2. Listen. When a client calls with a worry or complaint — whether it’s about a bill or the outcome of a case — it’s critical that you listen. As tempting as it may be to interrupt and rebut, you won’t know how to address an issue until you hear how your client perceives it.

3. Empathize. Even if clients seem to be making unreasonable claims, tell them that you regret their dissatisfaction and want to understand their position. Repeat what they tell you and attempt to work through the issue together. Disagreements often boil down to simple misunderstandings.

4. Solve. When you can’t address a client issue yourself, know who can. Keep a list of current matters and their assigned attorneys close at hand and know when to forward issues to your accounting manager or firm administrator. Be sure to communicate frequently with the client as you seek a solution.

5. Follow up. Address problems as quickly as feasible and pursue them to a resolution. If you forward a call or e-mail to someone else, ensure that he or she received it and is pursuing the matter. Finally, thank the client for his or her patience and solicit feedback on your service.

Long-term benefits

The effectiveness of your customer service efforts can be hard to quantify. Some firms use annual client satisfaction surveys to get a feel for how they’re measuring up. But it’s important to make a year round effort. If it doesn’t show in the short term, you’ll reap the rewards over time in the form of client loyalty.

Find out how our expertise in professional services accounting can add value to your business. Email us or call us at 1 (888) 875-9770.

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