In my travels, which include panel smackdowns, personal interviews and lots of reading, here are my top ten drivers of client satisfaction, Letterman style (sort of):
10. Ball game tickets sans you. The surest way to shore up a client is to give them tickets and send them to a game. Try to choose a sport they know nothing about. It's a sure indicator they also don't care. If they have a spouse and two kids, also make sure you provide them with only 3 tickets. That way they have an excuse for why they didn't get used. And at all costs ignore the fact that they could probably purchase their own tickets if they really wanted to go.
9. Ball game tickets with you. Include plenty of alcohol, especially if you're one of those "obnoxious drunks" after consuming too much alcohol. As a side benefit it will also test and hone your marketing skills as you seek to rebuild your client base every pro sports season. With any luck you live in a town that has only one professional sports team, like Portland, OR.
8. Urgency. Clients really do want to feel like their problem is your main concern. Even if you don't really care, pull out your acting skills from high school drama, slice a fresh onion, and weep away. Or you could just convey it in a sincere and meaningful way because you really DO care. I suggest the latter.
7. Be proactive. One of my sons is prone to donning his roller blades without his helmet. I could just let him skate and wait until he crashes, with a fatherly, "See, O' Foolish One, I told you so" (name changed to protect his innocence). Or I could be proactive and tell him to put a helmet on and avert the cracked skull. My analogy breaks down here in that your clients are actually very, very grateful when you save their skull (equivocation intended). If that doesn't make for a satisfied client, I'm at a loss.
6. Risk aversion. Sounds odd to have this as a top ten item, but I've heard it more than once. The jist here is that you, as a lawyer, must be willing to let go of your comfort level with risk and live with theirs. To cite a specific example, I had one GC [general counsel] tell me he went to his lawyer and told him they were "going to do a certain plan, just show me how to make it work." The lawyer started listing all the reasons why they shouldn't and why it was risky, and didn't really help them with the requested action. I must tell you they didn't fire that law firm, so the end of the story is somewhat fairy tale-ish (I don't care if that's not a word; I like it). They just never used him again.
5. Communicate clearly. Some like e-mail. Some like snail mail (okay, it's theoretically possible). Some like a lunch conversation. Some want phone calls. Some want regular updates along the way. Others want the down-and-dirty only when it's over. Everyone likes communication that clear and univocal. ASK your client what they want. Oh, they also like concise. I'll stop rambling.
4. Knowledge about my business. In order to be a serious business partner, you have to know their business. Work on site. Buy a competitive intelligence tool like (Thomson's) Firm360 or (LexisNexis') atVantage. if you can't do that, at least Google them regularly. Ask them what's keeping them awake at night (besides the neighbor's Harley). I'm told one lawyer started attending her client's monthly board meetings, just listening or being available for questions. Rumor has it her work quadrupled. Oh, and if you want to understand their business, it helps to understand the industry they operate in. Big one; even bigger in some industries.
3. Be responsive. Of all my personal interviews, this is the most common answer. I'd dare to say it was mentioned every time. In the client's eyes, there's no reason why a call can't be returned in two hours or less. And if you can't, somebody from the firm should. Just a simple reply stating "the office dog did not eat the message and you'll be getting a call at X:00" is better than nothing. "We'll get back to you by the end of the day" is outstanding....if you work for the county building permit office. But you don't.
2. Pricing. Okay, of all the client satisfaction drivers this is the weirdest. I realize it gets major press on a regular basis. I also realize that I'm going to step out on a limb here. But I have to admit that in my conversations with GCs I repeatedly hear the issue is not pricing, it's value. No nickel & diming. Be cost sensitive. Proportion the resources and the cost to the matter's importance. I had one GC tell me he was charged for an easy 15 minute employment law question when he was giving them (the following was spoken emphatically) a major piece of litigation on another matter. He was furious. If you appear interested only in their money then pricing will be an issue. And they'll rightfully run through your bill with a fine-toothed comb, since you are spending their money. I would, too. If you're doubting me on this whole issue ask yourself why lawyers will brag that their lawyer is so expensive? Whatever it is you charge, make sure it's in line with the value you provide.
And now....the top driver of client satisfaction...... (drumroll please):
1. Ask your client what they want. Bizarre, I know. Disappointing, I know that, too. I'm a very disappointing guy. Just ask my wife. The top drivers of client satisfaction are only useful insofar as they are likely to tell you what most clients want. You should be less concerned about what most clients want and most concerned about what less clients want--namely, your clients. As a client, I'd be thrilled to answer a question like, "What's most important to you in our relationship?" Or, "What do you think makes for outstanding client service?"
The good news about client service is that with the exception of numbers 4 and 9, these really are easy if you care about your work and your clients. For most it requires some minor adjustments and you're there if you're dedicated to doing it. On #3, I have one suggestion for you: Blackberry.
One final remark: you may be wondering how I really feel about sporting events as marketing expenditures. I actually love them. I love them even more when they're given to me. But I despise them as serious marketing tools. If you want a serious marketing tool, dare I say you should consider something like a blog, or something else that actually showcases your expertise. Sporting events showcase somebody else's. So, if you want your clients to start hiring pro athletes they're a fabulous investment. I can honestly say I've repeatedly heard in-house counsel belittle these expenses, but never once have I heard them say anything positive about them.
The women's World Cup 2007 is upon us. I watched the second half of the England-Japan game. It ended in a 2-2 tie on what can literally be described as a last-second goal. Worse, on a phantom call that allowed Japan to tie it. Credits to the Japanese player for a beautiful shot in the corner, but England got ripped off. There just was no foul there. To the utter disregard of my post, I'm going to e-mail one of my favorite customers who comes from England. :-).gif)
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