Your previous clients are your best salespeople. Because you have established trust with them and have proven your ability to deliver an appropriate resolution, they are in the best position to tell others about you. Imagine that you have a very close relationship with a sibling. If you need an attorney and your brother or sister says they had a fantastic experience with one, how likely are you to set up a consultation?
What your clients think of you is immensely important. Gathering feedback is an effective method for gauging people’s opinions of you and your law firm. Using a simple approach to the feedback process increases engagement and improves the value of the criticism (or praise). Feedback mechanisms improve client satisfaction and help your firm adapt and respond to client needs.
Methods of Gathering Feedback
The Net Promoter Score (NPS) measures client satisfaction and predicts business growth. It is built on a straightforward question: “How likely are you to recommend our law firm to a friend or colleague?” Clients rate their likelihood from 0 (not at all likely) to 10 (extremely likely). This score quickly illustrates your performance from the client’s perspective. Clients who score highly can be engaged for testimonials and referrals, while those scoring lower pinpoint areas that need improvement. NPS condenses client satisfaction into a single, actionable figure, enabling you to quickly identify your strongest supporters and those who may require additional attention.
Monitoring changes in your NPS also helps your firm track trends. Following up with clients who provide lower scores provides detailed insights into specific concerns you may be having. Importantly, this method helps identify areas where your firm falls short, allowing you to address issues before they escalate. High scores can highlight your firm’s strengths, reinforcing what aspects to continue or expand.
Dealing with Negative Feedback (From Social Media)
There will be times when feedback is given to you without you asking. When this happens on social media, maintain a positive and helpful attitude rather than reacting negatively or defensively. A prompt, genuine response acknowledging the issue and offering assistance diffuses tension and could turn an upset client into one willing to refer you to others. For example, Starbucks is noted for its apologetic and constructive response to negative feedback. Each of their posts emphasizes a willingness to resolve the issue while remaining positive. This approach helps manage the immediate situation and builds brand loyalty by showing that the company values customer feedback and is committed to customer satisfaction.
The speed of response matters because social media users often expect a reply within three hours. (This will be hard for a law firm because their primary focus is not tracking social media comments.) However, responding quickly to complaints, especially those emotionally charged, prevents the situation from devolving further. Having a policy about how your firm handles social media comments is also important. This will help ensure the right response is sent and sets clear expectations for your firm and its future clients.
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