The best way to prevent a client from leaving is to uncover dissatisfaction before it erodes the relationship. Customer satisfaction research indicates that if complaints are handled expediently and effectively, an overwhelming majority, ninety-five percent, of clients will stay. This finding is especially uplifting when one considers that it costs five times more to create a new client than to keep an existing one. However, this can be tricky when one considers that most dissatisfied clients do not complain. Finding out what you don’t know is a bit like remembering what you have forgotten.
Preemptive outreach is one way to elicit feedback you would not have otherwise received. Reaching out to clients with a formal survey initiates a review process and therefore reveals problems while there is still opportunity to repair damage. Not only are surveys a practical tool for preventing client attrition, but they also strengthen client loyalty and generate referrals.
One of the main reasons most lawyers don’t ask for feedback is because they do not want to hear criticism. This is shortsighted thinking. The cost of losing the client far outweighs the discomfort of hearing bad news. Negative feedback, valid or not, can be constructive. A valid complaint provides an opportunity to repair damage before it is too late. You can’t always count on your colleagues to keep you informed, particularly if there is a problem. Instead, it is best to hear directly from clients how satisfied they are with the people they work with at your firm. Negative feedback can also help you improve your service to other clients because problems with one client may indicate problems with others. Even if the complaint seems trivial to you, take it seriously. Never minimize the client’s perception; their perception is their reality.
If you find out that your client is happy, there is still a benefit to doing the survey. Confirming satisfaction helps boost morale in your firm, and it reinforces to the clients that they made the right choice to choose you instead of another firm.
When you conduct a survey, you are communicating to your clients that they are valuable to you and that their experience matters. Conducting a satisfaction survey demonstrates integrity on your part. Many lawyers believe that simply doing good work, in and of itself, is enough. In today’s competitive market, that is not the case. It is essential to periodically remind your clients that you are grateful for their business. You cannot assume that your client knows you are appreciative unless you communicate it. A satisfaction survey demonstrates your appreciation and proves that you are constantly striving to improve all aspects of your service.
For more tips, check out our article on “The Top Five Reasons Why Clients Leave and How to Prevent It.”