With the onset of COVID-19, law firms have had to adapt their practices on the fly for getting, working with, and retaining clients. From enhanced client safety measures to creative client engagement, here are some tips every firm can use.
Increased Client Communication. Law firms want to keep client communication “clear and consistent” during this uncertain time, comments Bobby Ravan in Tips to Minimize the Impact of COVID-19 on Your Law Firm. “Your clients are under duress, not only from their legal matter, but also from the current state of the world. Be their anchor of support and reaffirm your law firm’s commitment to providing them with reliable information and sound advice when they need it.” In addition, most clients do not want to visit your office right now, says Ravan, so staying in constant communication, especially when their matter or case resolution is delayed, will provide some much needed comfort.
Keep Client Safety Top of Mind. Emails and telephone calls are certainly fine for some client communication, but there will be times when the situation will require more. Video conferencing—whether it is via Zoom, Facetime, or other video conferencing platforms—provides a safe alternative to a face-to-face meeting. As discussed by John McCurley in Effects of COVID-19 on Legal Practice: How to Communicate With Your Lawyer, “Most video conferencing applications can be used with any device (including a smartphone or laptop) that's equipped with a camera. Video conferencing is especially useful when communications involve more than two people or situations where someone needs to share his or her screen with the other participants in the meeting.” If you haven’t tried video conferencing yet, check out COVID-19: Ultimate Guide to Free Video Conferencing & Collaboration.
There will be times, however, when an in-person meeting may be necessary either because of the nature of the legal matter or your client’s comfort level with technology. In those situations, making sure you follow the CDC Guidelines for disinfecting your workplace will help keep you, your client, and your coworkers safe. Adhere to social distancing guidelines, wear masks, and, whenever possible, meet outdoors or in larger spaces like a conference room or larger office. If your client must attend a video hearing, consider having one device for your client to join and a separate device for yourself so that you can maintain a proper distance, even if you are in the same room.
Client Engagement/Retention. Just as client communications is essential right now, so too is your law firm messaging. It doesn’t matter what area of law you practice, demonstrating your knowledge of the current climate and how it is likely to impact that area of law and your clients is critical. But be aware of information overload warns Erin Meszaros of the Eversheds Sutherland Law Firm in The Law Firm CMO Perspective on COVID-19 & Beyond. Clients are looking for a trusted advisor, so turn your attention to deciphering all of the material available and then walk your clients “through the most valuable pieces of it.” And finally when it comes to business development, “relationships are key,” according to Alex Andonovska in Business Development Tips for Lawyers during Covid-19. “People participate in business activities with those they know, like, and trust,” he explains, so reach out to your existing customers just to check on them and find creative ways to stay connected in your network too. Both activities are sure to bring future work.
The New Normal? Despite the signs that things may be improving with the pandemic, consumers of legal services may still be reluctant to engage with law firms the way they had in the past. Indeed, the COVID-19 pandemic has impacted law firms in a more permanent way as well. Thompson Reuters reports that its 2021 Report on the State of the Legal Market shows a shift in law firm business models, use of technology, and more flexible staffing and operations as well. Many of the changes were long overdue, and the pandemic accelerated them. According to the article, “Despite the unprecedented disruptions caused by the COVID-19 pandemic, large law firms, for the most part, were able to adapt,” ultimately resulting in profits. What does all this mean for you? Whether large or small, if you haven’t started adapting your practices, it’s not too late. This “new” normal may be here to stay.