1) Understand your law firm as a business

You didn’t go to law school to learn how to run a business. But at the end of the day, you provide a service to customers. If you understand your firm as a business — and look for ways to improve your operations as a business — you’re setting up your firm for success. In turn, you’re putting yourself in a better position to set clients up for success.

Communication is at the center of any successful business operation. In the legal world, clients (i.e. customers) can often feel overwhelmed about a process they may not understand. Feeling out of control and out of the loop is a recipe for a dissatisfied client — and is why insufficient communication is one of the most common bar complaints against attorneys. A client intake process designed to over-communicate at each step of your client’s journey will lessen their anxieties, and make them feel more at ease in the hands of your firm.

2) Understand the client journey

Quality customer service is what separates good law firms from great law firms. To maximize opportunities to delight your clients, you have to meet them where they are. With the right tools and process, you can create a seamless personalized experience for each client.

Ask yourself critically: when does your client’s journey actually start, and when does it actually end? Does it only start when they sign an engagement agreement? Does it really end when they’ve paid their last invoice?

The reality is that the client’s journey with your firm starts before they even schedule a consultation. Your client’s experience with your firm’s intake process — how easy it is to find your firm and make an appointment — forms their first impressions of the quality of your customer service and your effectiveness as a firm.

Keep in touch with clients after their matter has concluded. Something as small as sending an email on their birthday improves their customer experience and increases referral opportunities.

3) Automations are a necessity for modern law firms

It’s become almost physically impossible for law firms to rely solely on manual processes to provide robust experiences throughout the client journey. Consumer expectations in the digital age demand immediate engagement, clear communication, and convenience. Automations are a necessity to create a seamless experience that can keep up with the demand of the client intake process.

With automations, you can engage clients immediately at the start of their intake process, even if you’re not available. Expand your capacity to delight clients with personal details, like sending a birthday card or newsletter, without additional administrative labor. With automated follow-ups, make sure nothing slips through the cracks or gets lost in the shuffle.

Takeaways

In any kind of consumer-driven law practice, your client’s matter is likely the most important thing going on in their life. Your client intake process should reflect that. Give clients the convenience of booking a consultation on your website. Give them peace of mind with an automated confirmation email. Use the tools at your disposal to engage your clients at every stage of their journey. Take a step back and ask yourself, “How would I want to be treated if I came to this law firm with a matter that was the most important thing in the world to me?” Let your answer be your lodestar.

Click here to watch The Crushing Chaos with Law Firm Mentor podcast.