Client Experience

Few things are more critical to any law firm's success than the need to deliver top-quality client service. Clients must receive not just excellent service but also a top-notch?experience.

This is what truly elevates a law firm from being a mere commodity. Below are some ways we here at Earley Law Group Injury Lawyers have implemented to provide the best client experience possible.

• Hiring. This is where providing the right experience to your clients truly begins. No team was built on the backs of average team members. If you want to provide a top-quality client experience, you need to hire people that have really positive, up-beat personalities. They need to truly enjoy interacting and helping people. Personally, I look for people that are empathetic, able to follow systems, and smart. I don't care where people went to school, or even where they worked previously. If I can hang my hat on some part of their past work experience that shows they understand and agree with the need for top-quality client service, then I look at them closely to see if they would be a good fit. Really take it slow and take your time when it comes to hiring so that you greatly increase your chances of getting the right team member into the right seat.
• The phones. This is where many firms drop the ball. To me, the telephone is the single most important element in any law office, and it needs to be treated as such. It starts with the greeting. What do potential clients hear when they call your law firm? Do they hear the off-putting and cold "Law Office"? That is an immediate turn-off and gets things off on the wrong foot. Instead, if the caller hears "Welcome to the Law Office of John Smith. This is Henry. How can I help you"? That results in a much different experience for the caller. Keep in mind you want to 'stop the shop' because chances are the caller is calling numerous other law firms and trying to decide who to hire. By giving them a first-class experience when they first call, you will be gaining a significant advantage over your competitors. And getting this all-important phone greeting right doesn't cost a single penny.
• Communicating with clients. Once the person becomes a client, how good is the communication? Do clients need to call your office to get updates about their case, or are they getting regular, periodic calls from your office??At my office, it is a requirement that clients be called every three weeks. We also drop each client into an automated email drip campaign for an extra layer of communication.

Additionally, we have a Director of Client Happiness who is tasked with calling each and every client to see if the client is happy or not. If the client is happy, then we try to identify what exactly we are doing right so we can improve that aspect of the client experience. If the client is not happy, then we work to fix the problem as quickly as possible. Clients truly appreciate when they are asked for their feedback on ways on how we can improve the delivery of our services.

For even more feedback, both during and at the conclusion of a case, clients are given written questionnaires so that we can pinpoint areas that need to be corrected. Your clients may be frustrated by something regarding the service they receive, but you will not know what it is until you ask them. Ask them what they like, don't like, about the level of service they receive. This information is golden, so be sure to ask for it.

Continuing the conversation once the client's matter concludes. Once the case settles, are you staying in touch with your clients? The client experience does not need to end once the case is over. If you want these clients to become raving fans and refer to your firm in the future, you need to stay in touch with them.

'Doing good work' and hoping they think of you when they encounter someone that could benefit from your services is not enough. You must stay in touch with former clients through newsletters, email blasts, birthday calls, etc. I recently started doing quick videos from my desktop that take two minutes to make, and helps me to create a quick video to check-in and say hi to a former client.

Regular communication touches with former clients ensures that you are top of mind when they need you, or know of someone they can refer to you.

Providing a great client experience takes time and experimentation. Above all else, it requires a very deliberate approach. Putting the time and intentionality into providing a great client experience can make your law firm truly great, and the clients will love you for the experience you give them.