How Do Law Firms Measure Clients' Opinions of Their Firm?

We'd like your insight via an anonymous survey about how you monitor perceptions of your firm.

Hello, we're gathering information on how law firms track the reasons why clients decide to work with their firm and how they are monitoring client satisfaction once a client chooses to partner with their firm. We will incorporate the results into a panel presentation on the evolution of client journey mapping in law firms at the upcoming Thomson Reuters Annual Marketing Partner Forum.

Thank you for taking the time to complete this anonymous survey. It should take about 5 minutes, it's 12 questions.

Jennifer & Eilene

The National Law Review

www.NatLawReview.com

Question Title

* 1. What does your firm gather during your new client intake process? Check all that apply:

We have a formal process for documenting how a client heard about our law firm. (i.e. I worked with Marcy Jones previously, Google search)

We ask and document what prompted new clients to reach out to our firm.

We ask and document any problems new clients experienced with past legal representation.(i.e. did not regularly communicate the status of our case, billing errors)

We ask and document things new clients liked about previous law firms. (i.e. received call / email back within workday, costs were predictable )

Our firm asks and documents only the basics needed for billing and conflict checks.

Anything else you want to share?

Question Title

* 2. Does your firm do any of the following? Check all that apply:

We track if potential clients follow or engage with our firm on social media.

We track if potential clients read/engage with our thought leadership.

We track Navigational searches, where someone is trying to answer a question. (i.e What happens after my accident?, How do I file a Trademark?)

We track Transactional searches soliciting information, where a person already knows what they want, but don't how to find it? (i.e the location of a firm’s office, a specific attorney's contact info.)

We track return visitors to our website.

We don’t track these things.

Anything else you want to share?

Question Title

* 3. During your firm's new client onboarding process do you do any of the following? Check all that apply:

We have a basic client welcome packet that includes the client's retainer agreement, our firm's contact information, and any tasks the firm needs the client to complete.

We provide detailed instructions on how to access to our firm's secure communication portal.

We provide a 'cheat sheet' with info on how to navigate our firm. (i.e. client team contact info, billing contact, practice group contacts, regular office hours, etc.)

We have a formal process for reaching out to new clients within the first 60 days to answer any client questions/concerns.

We have a formal process to verify that any vital information missed during the client intake process/kick-off meeting is gathered.

We have a formal process to verify that any client questions or concerns raised during the client intake process/kick-off meeting are addressed.

We ask and document what ROI/analytics/metrics our new client uses to track in their relationships with law firms.

Anything else you want to share?

Question Title

* 4. Does your firm do any of the following for current firm clients? Check all that apply:

Our firm tracks client engagement with thought leadership, webinars, social media.

Our firm tracks client unsubscribes from thought leadership and notes unsubscribes leaving a negative reason or not leaving any reason for unsubscribing.

Our firm tracks clients not returning phone calls/ emails / providing needed information by the due date.

Our firm tracks client inquiries about rate structure, services included in the rate they are paying.

Our firm provides a guide to attorneys/income generating professionals to help them identify signs of waning client interest.

Our firm has a process for communicating any identified signs of a client in jeopardy to the client team.

Our firm has a designated person or people outside of the client service team to help develop an action plan for clients which may be in jeopardy.

Our firm communicates firm-wide client service standards to new employees, to lateral hires, and existing employees and seeks an affirmation (a sign off of receipt) that all firm employees understand what is expected.

Our firm gathers data/monitors that certain baseline client service standards are being implemented firm-wide (or regionally for international firms).

Our firm has either a reward system or penalty system based on adherence to certain client service standards.

We don't track client engagement.

We don't have firm-wide client service standards.

Are there any client behaviors you have seen prior to a client leaving your firm?

Question Title

* 5. Does your firm provide the following channels for clients to provide feedback? Check all that apply:

We do not perform formal client feedback assessments either in person or by phone / webcall.

We perform less than five formal client feedback assessments either in person or by phone / webcall in our firm per year.

We perform more than five formal client feedback assessments either in person or by phone / webcall in our firm per year.

We do not conduct written client surveys.

We conduct written surveys of clients every few years.

We conduct written surveys of clients at least once a year.

We provide clients an email address or a toll-free phone number where clients may leave confidential feedback about specific firm service issues.

We include a link or provide an email address/phone number on clients' bills to provide feedback about service.

We perform post matter client surveys.

We reach out to lost clients to determine the reasons they left the firm.

Anything else you want to share?

Question Title

* 6. Does your firm have a client journey mapping process? Check all that apply:

Yes, we use client personas rather than tracking actual clients.

Yes, starting with new all new clients and we’re actively engaged in using the program.

Yes, for select accounts and we’re actively engaged in using the program.

Yes, but it’s been more than a year since we’ve actively used it.

We’re in the process of developing a program, but have not yet implemented

No, we haven’t used a client journey mapping process.

Anything else you want to share?

Question Title

* 7. For clients who have left your firm, have you noticed a point in the client relationship where clients began to show signs that they may leave? (Select no more than three)

Yes, around 6 months.

Yes, around year two.

Yes, around year three.

Yes, around year five.

Yes, after 10 years.

Yes, when a general counsel or other key contact at the client leaves.

Yes, when the client's main contact at the firm leaves.

Yes, when a one-time type of legal matter ends.

No, I've haven't seen any type of pattern.

Anything else you want to share?

Question Title

* 8. If your firm has a client journey mapping process and/or a formalized client feedback program, do you do any of the following? Check all that apply:

Identify what's a typical lifecycle for a particular type of client, identify different stages of the lifecycle.

Identify client expectations at each stage and develop an objective(s) for each stage.

Develop a group of suggested firm activities for each stage.

Record or identify bright spots or pitfalls at each stage.

Compare the anticipated client expectations in each stage vs. actual client experience.

For each stage, identify what would make the client’s life easier, make outcomes better.

For each stage identify and consider changes the firm could make to enhance the client’s experience.

We don't have a formalized client feedback program.

We don't do client journey mapping.

Anything else you want to share?

Question Title

* 9. How many attorneys are at your firm?

Less than 5.

5 to 25.

25 to 50.

50 to 100.

100 to 250.

250 to 500.

500 or more.

Question Title

* 10. What best describes your firm's geographic footprint?

We operate in one geographic area. (i.e. Chicago and suburbs)

We're a regional firm.

We're a country wide firm with more than 3 offices in different parts of the country.

We're an international firm with offices in two countries.

We're an international firm with offices in more than two countries.

Anything else you want to share?

Question Title

* 11. Is your firm a boutique firm (like IP or Labor only)? If so, what is your firm's specialty?

No, my firm practices several types of law

Bankruptcy

Family Law

Immigration

Intellectual Property

Labor & Employment

Personal Injury

Other (please specify)

Question Title

* 12. What is your role at the firm?

Chief Marketing Officer or the equivalent position who holds the top role in the firm for Marketing & Business Development

Manager or Director or other management role, but not the top Marketing Business Development position

Other role in marketing or business development

Other role in a law firm other than marketing or business development

Other (please specify)