Management matters: 7 tips to improve the client experience

Jeffrey R. Schoenberger is a senior consultant at Affinity Consulting Group LLC.

When you think about being micromanaged, you might feel frustrated and annoyed. However, as legal professionals serving clients, micromanaging their experiences will not only result in happy clients, but also great referral sources. 

Micromanaging the client experience is mostly about managing expectations, looking at how your firm delivers service, and being willing to make changes in your approach or process for the benefit of your clients. Put simply, leave nothing to chance when it comes to the experience a client will have with your firm.

1. Respond to inquiries timely — and completely.

Don’t just answer one of the three questions they asked you. Take the time to make sure you address everything they asked — even if the question can’t be answered without a formal meeting or more information. Skipping questions will make you appear as if you don’t know or are avoiding the question.

2. Consider how your phones are being answered.

Do prospective clients feel welcome when they call? Is there a friendly voice on the other end of the phone? Next time you walk through your firm’s front door, look around. Try to see what a prospective client would see. First impressions are a very important part of micromanaging the client experience.

3. Schedule follow-ups with prospective clients quickly. 

It’s not about hounding them to become your client — it’s about showing you are committed to their issue and want to ensure they partner with the right law firm to protect their rights and interests. 

4. Send a retainer letter.

In the letter, explain to the prospective client the way your firm operates: how you communicate, how you bill, how often you will provide status updates on their case, who will work on their case, and what your collections policy is. And then do what you say.

5. Update your clients at least weekly, even when not much has happened with their cases.

Never make the client ask you for a status update. 

6. Offer opportunities throughout the case for clients to provide feedback.

Ask, “How are we doing? Are you happy with the level of communication? How else can we help?” If you know your client spoke with one of your associates earlier this week, ask about their interaction. At the end of the case, ask the client about their intake process experience, if they would recommend your firm, etc. If given the opportunity, clients may provide valuable feedback about the way you or your team is performing. Never hesitate to ask because you are afraid of the answer. 

7. Follow up even after a case closes — a month later, three months later, etc. 

“How are things? Need anything else? Don’t forget we are here for you no matter the situation.” 

Micromanaging the client experience will position you as a trusted advisor for your clients, and their instinct will be to call you no matter what they need. People want to do business with people they like, and they want to feel heard. Don’t be afraid to overcommunicate, ask for feedback, and adjust your and your team’s processes if the client feedback suggests you should.