CFI TAGLaw: Tips, Tools and Tactics for Better Client Service Laura Meherg laura@mehergconsulting. com
Client Satisfaction & Client Expectations l Is satisfied enough? • “’satisfied’ clients do not help your business, and ‘very satisfied’ clients help only a little. You want surprised and delighted customers; …who will not simply offer nice references, but volunteer them. ” – Harry Beckwith, The Invisible Touch
Client/Customer Service l Dissatisfied l Delighted Me!
Why Interview Clients? l l l l Prevent potential erosion or loss of work Identify opportunities for growth Better understand their business, needs and decision making process Market Research/C. I. Service credibility Increase loyalty/create coaches Measure performance Delights clients – creates advocates/coaches
Roadblocks l l l “You’re not talking to my client. ” “My client will tell me if they have a concern or problem” “Clients are too busy…” Unwillingness to respond to problems or opportunities – complacency Firm Leadership hasn’t drunk the kool-aid! Lack of resources
Leadership Buy-in l l l Present plan including timeline, budget, staffing or outsourcing needs and expected outcomes Critical component of long term planning • • • Resource allocation Recruiting Expansion Interview managing partner’s clients 1 st Pilot the project Don’t ASK unless the firm is willing to ACT
Who interviews? l l l Marketing/BD Staff Managing or other partner Outside Consultant Combination Not Relationship Attorney!
Selecting Clients to Survey “Floss only those teeth you’d like to keep. ” l Top revenue clients l Significant increase or decrease in billings l New relationships l Organizational change l Hunches or tips l Forming a client service team TIP: Start with a manageable number l
Preparation l l Relationship partner makes introduction Schedule meeting Internal Interviews (attorneys/legal sec. /paralegals) Research resources • • • Firm CRM system Accounting Experience databases Research tools Company website
The Interview l l l Thanks Purpose Disclaimer (no tattling) Stay focused – Seek feedback 85% listening 15% asking questions and re-phrasing to confirm understanding
The Interview l Questions – open ended • • • What do well? What could we do differently? What do other law firms do that impresses you? Make your life easier? How do you define responsiveness? Using that def. how does our firm perform? How can we add value that doesn’t end of up on the bill? What are three greatest challenges facing you/your organization in the next 18 months? What is your budget for outside legal services?
Post-Interview l l l Interviewers compare notes/thoughts Call relationships partner Prepare written report with recommendations for team Conducts debrief meeting with team Address any critical problems Follow-up internally and with client
Common Themes l l l Cost cutting and creative pricing – share the pain Clients want to feel special Understanding the business & industry is highly valued Value-adds are EXPECTED Competition is increasingly competitive and sophisticated #1 - Managing Expectations/Communication
War Stories l l Financial Services Client What we learned • Litigation budget was $14 M • Loved “client service team” • Dissatisfied with FL counsel • We “owned” AL litigation • Active in GA
Client Said l l l “excellent technical and communication skills” “a keen awareness of peripheral issues regarding cases” “trust runs deep – beyond the relationship partner” “consistently looking out for my co. 's best interest “know what is important and get it taken care of”
Taking Action l l Two associates on the “team” took FL Bar Conducted a joint planning session for client’s litigation department and team in new ATL office Created extranet Designated “research” assignments to all team members for periodic trend update
Financial Services Client Today firm is Southeastern Regional Counsel
Simple Strategy l l l Ask clients what they want. Deliver it in an extraordinary way. Go back and ask how you did.
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