La customer relationship of the law firm is undergoing a transformation.
, CEO of Accritas, shared with the audience at #Lexpo17 the conclusions of a major marketing study conducted with 2.000+ members of legal departments and around 1000 recognized lawyers.
The conclusions are explicit:
- the client has a degraded image of the law firm
- the firm has the impression of having greatly improved its customer relations.
How to get out of this vicious circle? The classic customer survey method makes it possible to identify areas for improvement.
Ask the customer
The first step is of course to interview the customer. The most widespread criticism among the 20.000 customers surveyed over the last 10 years can be summed up in 2 words: “POOR VALUE”.
Indeed, from the customer's point of view, much can be done to improve this perception.
Firstly, the added value offered by the firm: price, transparency, efficiency, project mode.
Then, the quality of service, in particular responsiveness and communication.
Finally, customer proximity and expertise are important issues in good customer relations.
The law firm's response
The client nevertheless says he is ready to recommend the law firm.
In detail, it is by working on its expertise and its client relationship (proximity and quality of service) that the law firm gains the client's trust.
A key notion of the quality of the firm perceived by the client is the notion of “Star lawyer”. To be convinced, just take a look at the correlation “number of star lawyers in the firm” and the NPS (Net Promoter Score or Net Recommendation Indicator).
The conclusion is clear: the more senior members of the bar there are in the firm, the more positive and frequent the recommendation!
We could therefore consider that the law firm operates like a football club. He must attract stars who allow him to exist in the eyes of his fans!
More seriously, we also understand that the recommendation is based on the absence of risk. “With 3 tenors in the firm, no one will blame me for recommending it”
Attract the best lawyers
To develop the law firm, it is therefore necessary to attract the best talents. Those under 50, who are the future stars, have different expectations from their elders. The firm's culture and work tools, particularly software, are important elements of attractiveness. Collaboration, teamwork and project mode are also popular.
Don't wait any longer to modernize your practices, the development of the firm depends on it! Find the presentation and its conclusions in detail in the attached downloadable document: [download id=”467″]
In conclusion, the summary video of these 2 days of #Lexpo17 conference in Amsterdam!
