The cost of even one negative client experience is incredibly high; the White House Office of Consumer Affairs estimates that it is 6 to 7 times more expensive to acquire a new client than it is to keep an existing one, not to mention the damage to your brand online and by word-of-mouth.
Don’t wait until something goes wrong to try to fix it, otherwise you’re fighting a losing battle. Use these attorney marketing tips to proactively prevent poor client experiences.
- Understand expectations and set realistic goals
The first thing your attorney team should always do when meeting a new client is to clarify his or her expectations.
- What problem(s) are they bringing to the table?
- How do they expect your firm to help?
- What is their ideal timeline?
- What is their budget?
- Who should be the primary point(s) of contact?
Once you discuss what you realistically can and can’t do for the client, the goals to work toward, and the right steps to take to reach those objectives, you’re on stable footing for a mutually beneficial relationship.
- Identify the level of attention each client needs
Realistically, some clients are going to be more high-maintenance than others. Larger accounts are also going to be higher up on the priority list for your firm and warrant more attention from both sales and attorney marketing standpoints.
Identify the ideal level of attention to devote to each client, whether it’s a weekly update or quarterly check-in. Clients who hear from you as often as they’d like will feel confident that you are managing their case correctly.
Uncover their unique preferences
In addition to how often they’d like to be contacted, clients also differ in several other preferences. For instance, it’s good to know whether clients prefer to be contacted by email, phone, or in-person, and in which format they would like to receive bills.
- Check in and ask for feedback regularly
One of the best ways to proactively prevent negative client experiences is to perform client service audits throughout the course of your relationship. These can take many forms, from formal email surveys to informal check-in calls or face-to-face discussions to ask where your firm excels and where it could improve. Be sure to schedule them on your attorney marketing calendar for every six months.
The Power of Proactivity
It’s unrealistic to create an extensive attorney marketing plan tailored to each account or to prevent mistakes 100% of the time. However, it is possible to take as many proactive steps toward client satisfaction as possible in order to build positive client relationships and free up time spent addressing preventable mistakes. When errors or miscommunications do happen, you won’t be scrambling to get back into your clients’ good graces.
A social media strategy can increase client loyalty. Ask us about tailoring one to your law firm!