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Client Feedback

By Jim Durham

It should go without saying that client satisfaction is the single most important piece of data a firm can look at, but for many firms, getting client feedback is still viewed as the “third rail.” (That is the part of the train track that you don't want to touch, for those of you who do not live around a subway system.) There is a common belief that a client will let you know if he is unhappy with the firm's service, and that things are fine if the client is not complaining. Having interviewed over 150 clients of law firms, however, I can say with authority that nothing is further from the truth ' but I digress.

The critical point I want to make is that every touch point a client has with a firm can contribute meaningfully to client satisfaction ' or dissatisfaction. This is not just about getting a smile and a warm greeting from the receptionists, or about being treated politely by a lawyer's assistant. Those things are expected. This is about going to the next level for the receptionist and assistant; and it is about having everyone recognize that what they do matters a lot ' from the switchboard operator and IT team to the mail service and finance folks.

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