When you think of exceptional customer service, what company or service provider comes to mind? Is it easier to think of the company that provided bad service instead? It is for me. Hands down, my worst experience involves a well-known cable, phone, and Internet service provider. This company is usually on every worst customer service list. I have had so many bad experiences with this company that it makes my blood pressure rise just to think about having to contact them.
If you are like me, you tend to remember the bad experiences much more than the good. It turns out most consumers are this way. Experts say that "[n]egative emotions generally involve more thinking, and the information is processed more thoroughly than positive ones.” Translation: It’s more important than ever for you and your firm to consistently provide a positive experience for your customers.
The first step, recommends Robin Bull in her blog "8 Ways to Improve Your Law Firm’s Customer Service," is to learn from other companies. Going back to my initial question, when you think of exceptional customer service, what company or service provider comes to mind? Think of that company and emulate their practices. For me, it’s my dentist’s office. Not only is my dentist competent, thoughtful, and pain-free, but his staff is amazing. I never have to wait more than a minute or so to be seen, the receptionist greets me by name, she quickly and happily e-mails me receipts and explanations of benefits to send to my flexible spending account folks, and they always have appointment times that are convenient.
Next, pay attention to your front line and the importance of your receptionist. Whether a customer’s first connection is in person or over the phone, the way he or she is treated will make a lasting impression. “[W]hile there are many telephone receptionists that fall in the neutral category, a really good one or a really poor one will stand out and probably impact your practice significantly without your ever realizing it,” Wendy Werner reports in her article "Customer Service for Lawyers."
Bottom line, more clients leave a law firm because of service issues and not because of work product or poor results, says Marni Becker-Avin in her article "Client Service: The New Normal in the Legal Industry." “Firms will always be able to offer the same work product for less, and unless client service is a top priority, law firms will not be able to sustain a competitive advantage.”
Finally, check out this list of client survey questions that Aaron Larson has developed for each stage of representation. “These questions,” according to Larson, “are meant to give a sense of how information provided by clients can be used to improve a legal practice.”