A loyal clientele who speaks positively about your expertise is what you are probably looking for as a lawyer.
It is then a question of implementing a real marketing strategy
(no, it's not a bad word) based on your customer segmentation:
Your customers do not all want the same thing and it is important to know the needs of each customer to adapt your marketing actions in the future.
Here are 5 tips for developing a relationship of trust with them.
1. Call them back when they contact you
This may seem obvious, but we thought it was important to remember it.
A litigant who comes into contact with you wants to get on the line with you quickly.
If it's not immediate, it's important to call him back as soon as possible to show him that you care.
I often hear complaints from litigants who have not received a response from the lawyer they contacted three weeks previously.
This type of behavior harms the reputation of the judicial officer in question but also gives a bad image of the profession in general.
Customer satisfaction is important data, and reminding them can help you improve this data.
2. Pay attention to their personal life
A client who contacts you for a problem related to labor law, family law or another area affecting their personal life expects a certain “emotional” availability from you.
Hence the importance for a lawyer to develop his soft skills (pedagogy, listening, etc.).
Your customers often expect human handling of their problem, as well as rapid and efficient processing of their file.
No need to replace a psychologist at short notice: just take a few minutes to really listen to them.
The human aspect of the profession is essential and will allow you to leave a good memory with your client who will most likely come back to you if they need further legal advice.
The most important thing is communication with your customer
3. Prepare satisfaction questionnaires
How to effectively build customer loyalty?
You responded quickly to his request, you were interested in him as a person and not just as a customer, you now have to provide “after-sales service”.
This is an essential point for your customers to feel valued.
You must therefore develop a satisfaction survey via questionnaires that you will send to your clients a few days after their case has been resolved/you have given the legal advice they were waiting for.
It is possible to use Typeform which offers simple and visually pleasing models.
This has a double function: on the one hand you will be able to know your points of improvement, what did not work with regard to their expectations, and your customers will feel that you are dedicated to your profession and that their opinion account.
This is a real performance indicator for the lawyer.
4. Integrate them into your newsletters
This is another way to follow up on your former customers. Thus, they will have on the one hand advice on the evolution of legislation in your area of intervention, but also news from your firm.
This allows you to humanize the relationship you have with them so that the positive image of your expertise that they had when processing their file is lasting.
This newsletter should be monthly or even quarterly so as not to overwhelm them with information that does not interest them.
However, it is a must-have for lawyers who wish to permanently establish their “brand” in the minds of litigants.
Email is a good way to stay in touch with your customers
5. Take stock after a few months
By telephone for greater proximity, by email if you have less time: taking stock after two or three months is also important when you carry out your customer follow-up.
This allows you to know if the applicant has no other legal questions, but above all it allows you to continue to develop this positive image of your expertise.
Other processes can be put in place: if you have been following a client for a long time, you can also provide them with free legal advice from time to time so that they feel confident with you and do not go to see elsewhere.
Take an interest in proven marketing techniques and use them sparingly: this is often what your customers expect and they will repay you.
