It may be easy to assume you don’t need to care too much about the customer experience as a law firm. After all, people come to you for things they need, not want. Most lawyers don’t handle cases where a person wants to sue another, but instead it’s a need.
Even with the strong need for clients to get legal advice, the customer experience still matters. There’s a ton of competition out there and more lawyers are going out on their own every year. You have to set yourself aside, which means finding a competitive advantage.
The Law Firm Customer Experience
What happens if a client has a bad experience with your law firm? Simple, they will tell everybody. Social media and review sites make it very easy to get the word out in a hurry. There are plenty of ways for an upset client to make it clear that they are not happy with your law firm.
However, when you flip the script and you actually provide a great customer experience, you will be recommended to family, friends and strangers whenever legal matters come up. Some attorneys have actually built a huge business based on referrals. A great customer experience will provide more business and give you an edge over the competition.
Stress for the Client
Most people don’t call a law firm when they are happy or in a good place. Its usually for a divorce, criminal reason, injury or another life event which isn’t pleasant. When the client calls and they don’t get a happy person with patience on the other line, they may not feel like ever calling back.
However, a great customer experience can help the law firm connect with the client in a huge way. You can lessen their stress and get the type of results you want by providing a better customer experience.
Build Trust to Build Referrals
When you spend time building trust with your new client by giving them the pleasant experience they need, its possible to gain more business. Trusting clients will refer you to anyone that seems to need an attorney.
It is common for a family to go through an experience that requires an attorney. This makes it easy for a good law firm to become the preferred firm for an entire family. If you provide the best experience possible for your customers, you may find that you have many more with the same last name coming your way.
Clients remember the experience they had with an attorney. They often are going through a massive life change and you can simply be the rock they need during this difficult time. By providing a great customer experience, you will leave them trusting you and ready to give you more business.
Ways to Improve the Law Firm Customer Experience
There are many ways to make the customer experience better at a law firm. Here are a few of the things you can do to make your clients feel better about choosing your firm:
- Provide a Life Coach or Counselor – Whether you refer clients to a life coach or counselor or you keep one on staff, sometimes your clients will need this type of help. Your referral could lead to the help they need during a difficult time, which will help build that trust.
- Ditch the automated message machines – If you have potential clients leave messages, ditch this method. There’s a better way and leaving a message is very impersonal.
- Hire Virtual Receptionists – Instead of message machines, hire a virtual receptionist or a team of virtual receptionists to handle your phones. Having a real person answer can make a huge difference when somebody is looking for legal answers.
- Continued Education and Training – Attorneys can spend time every year going through training to help them handle clients going through pain and trauma. This can help the attorney remain patient and sensitive to the needs of the clients.
These are just a few of the many ways to improve the customer experience for your law firm. The easiest way to add that personal touch is to make sure every client calling your firm gets to speak with a real person. Even if they end up leaving a message for a specific attorney, speaking with a real person first will set you above your competition.