Many law firms are uncomfortable doing client satisfaction surveys, a key step in writing a marketing plan. It often takes time to convince recalcitrant law firm partners that only good comes from asking clients how you can improve your firm and service. I mean “good” as in seeing increased referrals from clients that we can often track after a survey and “good” as in being assigned additional work soon after a survey of existing clients.
Here’s a redacted email general counsel of a Fortune 500 company sent to one of our clients recently. It was sent unsolicited after the in-house lawyer had completed an online client satisfaction survey we sent on the law firm’s behalf:
“I just did the survey that was sent to me. While I was ‘thinking’ on the two of you, I wanted to make sure – if I hadn’t already – that I told you how great I think you both are and what a wonderful job you did on the ———- litigation. I work with a lot of outside firms and can tell you that I was quite impressed with your team. So…thank you. And I hope we get the chance to work together in the future.”
Receiving emails and personal comments like this is the rule, not the exception, when doing client surveys.
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