In this uncertain economy, confirming and enhancing client satisfaction is crucial for your firm to stay competitive. A client satisfaction survey, when implemented strategically, dramatically strengthens client loyalty and uncovers new business opportunities. Because your intention is to elicit candid, detailed responses, carefully consider who will best carry out the survey.
The relationship partner
When a lawyer surveys clients personally, it is an opportunity to bond more closely with the client. Initiating an open, frank discussion demonstrates that the attorney sees the relationship as an equal partnership.
However, the lawyer may not want to conduct the survey for fear of hearing criticism. An uneasy lawyer may avoid asking the hard questions and may be incapable of hearing feedback accurately.
Another firm representative
The marketing director, client relations director, administrator, or other member of the firm’s management can conduct the survey. The in-house marketing person is likely to have an understanding of the client/staff relationship history, which can result in a more comprehensive interview.
An outside third party
Some clients will be more inclined to speak candidly with an outside person because of perceived objectivity. Moreover, having an outside person conduct the surveys demonstrates the law firm’s sincere goal to do an unbiased review.
Tip: In an effort to get comprehensive feedback from key clients, you may want to combine forces. For example, both the marketing director and the relationship partner could conduct in-person interviews with top-tier clients, while other clients are surveyed via telephone by an outside consultant.
For more survey tips, check out our article “Strategies for Planning and Executing a Satisfaction Survey.”