Obtaining Client Feedback

David Mort, Director IRN Research Woking CPD Roadshow, 4 th June The Society of Licensed Conveyancers/The Bold Group

Client Feedback – some recent surveys Only 24% of law firm clients asked to complete a satisfaction survey (YouGov, 2014) 92% are “very satisfied” or “satisfied” with their law firm (Legallybetter) Almost three quarters - 73% would use the same law firm again (YouGov, 2014) 50% took recommendation from a friend.

42% would use comparison sites. (YouGov, 2014)

Client Feedback – levels of effectiveness No client feedback Client feedback but not effective Good client feedback for internal use Good client feedback for above and external use

No interest, no resource. Informal feedback Surveys sent out but not all clients, wrong questions, no analysis, no action. Not regular Regular surveys and analysis. Management reports, action taken. Benchmarking results over time. Satisfied clients recommend others Above, plus good client reviews used for marketing, PR, e.g. posted on websites, emails, social media, other PR

Client Feedback – useful tips

• • • • • • • • Aim for 100% of clients but if not possible don’t pick and choose Ensure questions are meaningful but also that benchmarking is possible, i.e. regular and mix of qualitative/quantitative questions. Keep it simple Test survey first Let clients know early on that you would like their feedback and that their input is important. Plus, make it easy for them to provide feedback Act on any negative issues raised immediately Make sure results are regularly analysed and management reports produced. Take action where necessary Communicate details of the survey and key results to all staff If you have in-house expertise to run the survey make sure you allocate enough time and resources to complete the job. If not, outsource it

Client Feedback – the opportunities

The Basics Regular measure of how well you are serving clients How you can improve Existing Clients Highlights demand for other services Future use New Clients Client recommendations bring in new clients Good client reviews are a low cost marketing tool

Client Feedback with Real Value

Client surveys set up and run by independent research agency Reviews, new business leads, marketing opportunities, strong web presence, benchmarking

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