Some law firms excel at bringing in new business and keeping clients, while others struggle to do so. Often the difference is not attributable to legal talent. Instead, some firms excel at providing exceptional customer service. They understand that a client’s opinion about the firm is shaped every single time a client has contact with someone at the firm.

After a client’s matter has concluded, not only is it important that the client is satisfied with the quality of a firm’s legal work, the client should also feel that they would return to the firm in the future and recommend the firm to others. A firm is more likely to grow when current and former clients are prepared to recommend the firm to other companies and to family and friends.

A client’s first contact with a law firm generally begins at the reception desk. It is easy to overlook the importance of a good receptionist. Telephone manner is critical. A good receptionist should have a pleasant voice, and must come across as patient and helpful, even when the caller is unsure of how their call should be directed. Having a really good or a really poor receptionist has an enormous impact your practice.

Lawyers often forget what it is like to be in their clients’ position. Good lawyers are able to put themselves in their clients’ shoes. Often when an individual or company approaches a law firm, the individual or company is experiencing a level of anxiety. This is true whether the client is in the middle of a divorce, wishes to initiate a lawsuit, or is launching a new business. Needing legal services generally means that an individual or company is experiencing a problem or is perhaps doing something for the first time.

When a new client walks into your office, they may have never dealt with a lawyer before. This is particularly the case with respect to individuals. The new client may have chosen your firm on the basis of a referral, or the choice may have been more random, such as through the phone book. In either case, a new client likely has no idea about the way in which you provide services or charge for them.

When meeting with a potential client, it is a good practice to invest more time up front with your potential client explaining your practices and procedures, before delving into the client’s issue. Lawyers need to take the time to explain their billing and payment arrangements, as well as gather information about their client. It is important to remember that clients may have little or no familiarity with this aspect of the legal process. Although it takes time to explain your practice up front with a potential client, you are more likely to retain clients over the long term. It also provides you with an opportunity to screen out clients who may not be the best fit for your practice.

At the end of your initial meeting, it is important to encourage clients to contact you again in case they think of something after leaving your office. For some people, dealing with lawyers can be an intimidating experience and there is a good chance that the client may have failed to remember relevant information on that first visit.

One significant way to improve client satisfaction is by managing client expectations. While lawyers are accustomed to the pace of legal proceedings, many clients are not. Often clients believe that retaining a lawyer will bring about a quick resolution to their matter. Managing client expectations is a significant aspect of legal practice. As some matters can take a long time, it is important to keep clients up to date on any developments. Sending an email or making a phone call is a good way to demonstrate that you are on top of their matter, even if things are taking a long time. If you are unable to contact a client directly, a message from support staff can also fulfil this function. Similarly, if you are too busy to return a client’s phone call, have support staff return it for you. Nothing can be more frustrating to a client than having calls go unanswered.

It is important to remember that clients are customers like in any other business. The practice of law is service oriented, and lawyers need to ask themselves what they need to do to make their clients be so satisfied with their service that they refer others to the firm.