To Initiate (or not) a Client Service Research Program
There are some steps to bear in mind before even starting on a client service initiative. While not exhaustive, these provide some major steps to consider:
1. Assess the firm's commitment to seeing the process through to completion. If you're not completely committed, save yourself the time and money and stop right here.2. Determine what the goals and scope of this project should be. Different goals are perfectly acceptable, but make sure the following actions move you towards whatever your goal is.
3. Determine who should do this. Should it be done internally or hired out to a consultant. If the latter make sure you're hiring somebody familiar with the legal industry and qualified. Those tempted to allocate this work based on the buddy system will sink like a chain gang in Morecambe Bay.
4. Conduct the research. Start small, sort of like testing a small patch of fabric in an inconspicuous place for colorfastness before spraying the entire suit.
5. Analyze the data you've received. Here's where an outside consultant is a great idea. They're less likely to distort the data.
6. If you've made it this far, you are committed to acting on the data. Actually, you were committed at the fourth step. Whether you like what it told you or not. To not act on it leaves you in worse shape than when you started, because your clients gave you input expecting it to be put to use.
Personally, I recommend not starting with this kind of a program, but rather starting simple: Ask your clients what things are most important to them. (Know up front that rule #6 still applies.) Two reasons for my recommendation:
1. You're not likely to pass a test if you don't know what you're being graded on.
2. It doesn't require a lengthy, possibly expensive research program.
