The past week has seen social media light up with customer service week posts and various companies celebrating their customers. Law firms were not left behind and some of them came out in pomp and flair to celebrate their clients on and off social media. From cakes and flowers to clients, gifts in form or in kind, company treats for visiting clients, taking up certain matters pro bono and some firms even partnered with clients on various charity events and projects as a way of giving back. Being a customer centric week, most firms have not only used the time to appreciate their existing customers but to also get feedback on how to improve their services. One would say it has been a week of reflection as firms try to ensure customer satisfaction while also attracting new clients so as to maintain their reputation and grow profits.

Sustaining a legal business requires the collaborative efforts of various players in the field and one of the key players is the client. As the late Bob Collymore would always say, “everyone including shareholders, employees, suppliers etc take money away from the company, it is only the customer that brings money into the company.” It makes one wonder how firms service their clients and the tools and strategies employed to ensure a smooth experience for clients.

First and foremost, firms can invest in employing customer service personnel to focus on client satisfaction. Most firms have adopted this and have staff strictly responsible for keeping in communication with the clients and collecting feedback from them. In building good client relationships, the current clients could be a useful resource in marketing the firm and bringing in referrals. Further, they ensure constant communication with the clients is monitored and their emails and calls are answered promptly. This keeps them looped to the firm since leaving them waiting for days without a response may turn them to another lawyer.

The second important tool is making use of existing technology to streamline client relations in the firm. We live in a world where technology is advanced and most firms have heavily invested in client management software that helps them keep track of matters, follow up with clients, coordinate bill payments, ensure updates with clients and simply provide data driven solutions to better help the customers. Some of these software include Legal client relationship management (CRM) software, OsLaw Solutions, Wakili CMS and Sheriasoft solutions among others. Furthermore, there is an increase in firm websites that have incorporated chatbots into their system to provide a round the clock communication system even after working hours and keep track so no communication from a client or potential client is missed out. This not only ensures the firm is organized but also makes the client a part of the day to day running with the follow up and feedback systems thus making the client an integral part of the firm operations.

This third one may seem a little cliché but quite important. Firms should focus on the first point of contact with clients as much as they focus on the legal satisfaction. The first contact can make or break a client relationship since it sets the pace for the entire interaction and creates an impression about the firm. This could be a phone call or email seeking to engage the firm, or even the first time a client walks into the firm to the reception or to speak to an advocate. Simply put, the first human connection with your firm.

Additionally, firms can ensure client satisfaction by paying keen attention to detail. This includes the said and unsaid client needs and the client management software allows the firm to pay close attention to the small details during the process while handling clients. This helps breed a better and well rounded relationship with the clients. As an advocate, you should be able to understand your client’s needs to the most minute detail.

Summarily, navigating a client relationship can be difficult especially when dealing with many clients and building the capacity to sign new clients. Furthermore, clients can be the biggest asset to a firm and the best peer-to-peer marketing strategy and offering excellent legal services is synonymous to maintaining a good client relationship. This calls for firms to move and be more client-centric to ensure success. Proper customer service ensures clients get the value for money, helps the firm retain their loyal clients and get more clients, and enhances the firm’s market reputation. There is no doubt that legal advisers must be transparent with clients when it comes to their working relationship and this necessitates proper communication models to improve client interactions and allow remote assistance.