Creating a law client experience that generates referrals and repeat business

Your law firm can create a unique brand position by focusing more on the law client experience than on services.

As Lawyerist reports:

“Businesses that excel in designing great customer experience grow revenues 4%–8% above their market, according to Bain and Company. A great client experience also increases long-term loyalty, which has an added impact on revenue growth.”

Those numbers should tell a compelling story on their own, but let’s take a closer look…

Client Experience and Law Firm Culture

At one time, law firms operated on a much more transactional basis. They would provide a service in a specific practice area, bill and receive payment.

Today’s law clients expect much more from a law firm. Their experience with your firm begins with their first visit to your website or first conversation with your receptionist. It carries through every interaction with your team and every visit to your office.

A poorly organized website or an inefficient client communication process could leave your clients feeling frustrated and ignored. On the flip side, providing personal attention and streamlined processes will help them feel valued.

Client-centered Business Decisions

Traditional business plan advice prompts business owners to outline their services, the market, finances, marketing strategy and organizational structure.

A client-centered business culture, in contrast, requires a bit of a mindset shift. Business planning and strategy from the perspective of client experience emphasizes relationship-building as a key tenet of business growth.

You should make each business decision for your law firm through the lens of:

“How will my client experience this meeting, process or service?”

As you build a client-centered culture, your decision-making process will become much easier. If a new business strategy would detract from your client’s experience, it’s an easy no. If a strategy leads to a client building relationships with you and your team, you can feel better about how it reflects your firm culture.

Client Personas and the Client Journey

Creating ideal client personas and mapping out a client experience journey for each one helps you focus on high-value activities.

Lawyerist advises:

“Knowing your client’s wants and needs can also help you understand how they might be feeling when they come to you for help. You’ll be able to better empathize with your client, helping you create a more personalized and attentive client experience for them. Having your ideal client in mind helps make the details of crafting your client experience clearer.” 

For example, a personal injury attorney might consider that a client visiting their website will feel stressed and emotional. So, ease of use and clear website menus and prompts will help the client find the information they need. When they call the office, a friendly and helpful receptionist will help place them at ease, and their first attorney meeting should occur in a quiet and comfortable conference room that offers a sense of privacy and security.

Walking through your law firm’s processes using a client persona will help you identify areas that might detract from the experience you want them to have.

Key Factors in Creating a Great Client Experience

Below are some of the areas to address as you create a better law client experience:

  • Communication. Make it easy for your client to reach you or your team. Create a system or invest in technology that prompts two-way communication.
  • Transparency. Share your billing and fee structure up front. Give the client clear expectations.
  • Website. Add a chatbot to help ask questions as a client navigates.
  • Comfort. Your clients all have basic needs that include feeling safe and comfortable. Your office environment should support that.
  • Logistics. From signing documents through parking at your office, make each step clear and simple for your clients.
  • Personal touches. Let your personality shine and provide extra touches that align with your firm’s culture and values.

Finally, ask your existing or past clients what worked and what didn’t. Their feedback will give you valuable insight as you seek to elevate the client experience for each person who works with you.

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