Crafting a positive customer experience that will encourage clients to return to a law firm time and time again is a multi-step process. In the last blog, focus was placed on creating a customer-centric strategy. In today’s blog, the focus will be on developing customer understanding. Law firms that are able to develop an understanding of who their clients are and what their clients want and need can deliver the types of services that will keep customers happy and will drive referrals.
Understanding who customers are
Many law firm leaders work with clients on a daily basis. Despite their regular contact with clients, many leaders and attorneys simply don’t understand who their customers are and what drives them to act. Developing a deep understanding of customers will allow any firm to anticipate customer needs and provide desired services on a timely basis.
Firms that need to develop a greater understanding of who customers are can head to their client databases. Look at basic demographic information about clients. Note any particular trends and bring leadership together to discuss your client base.
Understanding what customers want and need
Understanding who customers are is only the first step. Law firms must also work hard to understand what customers need. Imagine that a truck accident lawyer in Boston takes the time to ask customers what they really need right now. Of course, the customers need legal representation.
However, clients might also reveal that they need an advocate who is willing to listen to their concerns and explain the legal process clearly. A law firm may measure success according to wins and losses in court, but clients will measure success according to whether or not they feel that their attorney was truly invested in their case. It is this type of service quality that matters most to clients.
Once you have an understanding of what your customers’ needs are, it’s time to focus on the impact of design on customer perceptions and overall business success.