Having taken out the gong for Customer Service Experience of the Year at the 2017 Optus My Business Awards, LegalVision’s head of client care, Jacqueline Fearnley, shares her tips for creating a winning customer service strategy.
We know how a great client experience feels. A quick email reply from a business makes us feel like we are their only customer. The convenience of online check-in for a flight provides a seamless airport experience.
Successful companies provide a great client experience – Apple, Amazon, Air New Zealand. You’d be forgiven if law firms don’t make your list.
In 2017, the average Net Promoter Score (NPS) for client satisfaction for law firms was 17 (NPS is a metric that measures customer loyalty between -100 and +100). Lawyers are good at meticulously drafting legal documents and solving problems for their clients. We view our ‘product’ as the legal contract or advice. But the product of any professional service should be the entire experience of interacting with the service provider.
A law firm that prioritises delivering an exceptional experience will attract more clients and retain their continuing loyalty. Firms that disregard their clients’ evolving expectations will be left behind.
The difference between client service and client experience
We hear people use client service and client experience interchangeably. But there is an important difference.
When a client calls a law firm, a lawyer may pick up the phone, warmly greet the client and listen to their issue. This is client service. But if a lawyer tells the client they will follow up later, and forgets to call back for a month, this would sour the client experience.