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We often tout customer/client service in our newsletters, particularly Marketing the Law Firm and Law Firm Partnership & Benefits Report, but in many other titles as well. Now and again I worry that we are over-pushing the concept; that maybe we should step back, because we all know that customer service is the backbone of every law firm, right?

Apparently not.

Let me tell you a true story involving a friend who badly needs a lawyer in Virginia.

This friend, who lives in Pennsylvania, had put a bid on a summer home on the Chesapeake, his dream house. He and his wife were happily making plans to retire there when something went awry with the transaction and the house was sold to another bidder. I won’t bore you with the details here, but my friend felt that the entire transaction with the realtor just wasn’t kosher. He wanted (and still does) an attorney.

Knowing I have an “in” in the legal profession, he asked me for recommendations. My first impulse was to send him to a well-known online repository of law firms and lawyers. He and I chose four attorneys from four different law firms, all well-known. He e-mailed all four attorneys through the “e-mail this lawyer” function on the Web site. After two weeks, nobody had e-mailed him back. So I thought maybe for some reason the e-mail function was not working. I offered to help.

I went on each of the four firms’ personal Web sites. Each had a beautiful page for each attorney. In each case, the attorney’s e-mail was listed. In each case, the firms’ Web sites and the individual sites stressed that “clients are our most important business,” or something to that effect. Just like we always say to do.

That was a week ago. My friend e-mailed all four attorneys that same day. And here is what has happened.

Nothing.

He has gotten no return e-mail, not even a pro forma “we have received your e-mail but are in court and will get back to you ASAP.” Nothing, zilch, nada. He had listed his home phone, cell phone and personal e-mail in each case, and carefully explained why he felt he needed an attorney. Nobody even responded to say, “You don’t need me, I don’t do that kind of work.”

Now WE know that probably he should have placed a personal phone call to each attorney involved. And that he should have titled his e-mail "Seeking Representation" or something similar. But why should HE know that? He's not in the legal profession, and nothing on any of the Web sites said to do that.

So NOW what does he say? Exactly what is expected. “All attorneys are crooks, they are ambulance chasers, they are only in it for the money” and other choice clichés. He is angry. I can’t blame him.

Is this how the legal profession treats prospective new clients who aren’t big names and don't know the "in" behavior? Is this really how it’s done? And if so, what can we possibly do to change it? I have no answers for him. It’s only four law firms out of hundreds in Virginia. But it certainly doesn’t bode well, and he has no intention of contacting any others. He’s turned off. And I’m embarrassed.