Abridged Customer Experience In Law Report

CUSTOMER EXPERIENCE IN LAW

YES MAYBE NO

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CXINLAW powered by Potentio & Netlaw Media - Perfecting Customer Experience in Law Firms


FOREWORD

I welcome this CXINLAW report. No doubt some will be technical expertise, giving the right answer, and being “At a time of increasing pressure
tempted to dismiss it as yet another ‘lawyer bashing’ efficient. These things are important – necessary, but
survey. That would be a mistake. This report covers not sufficient. Quality is also judged by the nature and competition, this report
a range of providers of legal services, by type of firm, and ease of the experience, as well as the utility of
shows the stark reality that too
size, and geography. It also explores both personal and the advice given. And these quality judgements begin
business enquiries. Although there are variations, there to be formed right from the very first contact and many law firms are in fact their
is a degree of consistency of findings across all of these impression.
variables. The messages are therefore relevant and
own competitors. They are
important to all. effectively turning work away
The overriding message from this report must be not
But even if it is taken by some as just another lawyer- to give up on the content or quality of advice but to
and into the arms of others,
bashing report, it does rather beg the question, ‘Why is work much harder on the ‘customer experience’. This often without realising that
there still scope for such findings?’ For a market that must be personal, and show empathy and sensitivity.
prides itself on its quality and closeness to clients, why It’s vital to move in line with the client’s or enquirer’s they are doing so.”
are the service failures and shortcomings described in pace and comfort. Scripting is risky: it might promote
this report so consistently (and depressingly) identical consistency and thoroughness, but these benefits to
to those reported in other surveys in the past 25 the firm come at the price of being perceived as robotic, The good news is that this report shows exactly what
years? The messages from clients and enquirers are uncaring and thoughtless by those who use it. And needs to be worked on, and provides useful tips and
not complicated or hard to understand, or difficult never make a client or enquirer feel like a nuisance or checklists to allow all readers to take stock of their
to respond to. Could it be that firms do respond an interruption. own approach. The necessary responses are not about
positively but then never truly embed the changes in acquiring expensive resources but rather changing
their organisations and people? Is it that firms focus At a time of increasing pressure and competition, this attitudes and communication.
on the wrong things (or at least not enough of the right report shows the stark reality that too many law firms
things)? Whatever the reasons, it is clear that providers are in fact their own competitors. They are effectively Stephen Mayson
are still losing touch with their potential market over turning work away and into the arms of others, often Professor of Strategy and Director
time. without realising that they are doing so, and all because of the Legal Services Institute
of their inability or unwillingness to invest some time
Those who deliver legal services need to understand and effort in making clients and potential clients feel January 2012
and remember that ‘quality’ is not to be equated with wanted and valued.



EXECUTIVE SUMMARY

‘Customer Experience in Law’ is an innovative report by recommendations for perfecting service delivery during experience to be essential, but a worrying number of law
CXINLAW and the first of its kind within the UK legal sector. this initial point of contact. The report aims to be balanced firms and service providers are not putting it into practice
This ground-breaking report was carried out to enable and constructive, whilst analysing and reporting on a which as a result, leads to a loss of valuable business.
law firms and legal service providers to understand the number of identified key impressions.
customer-focused business model of today’s demanding A positive customer experience can result in increased
A simple question asked of the secret shoppers was “How
market, whilst giving them the leading edge over their profitability and repeat business.
likely are you to engage and recommend this legal service
competitors.
provider?”;
A law firm’s ability to deliver a positive client experience
In compiling the report, 100 calls were made to top, • Whilst 36% would seriously consider engaging with and sets it apart and serves to increase their clients spend,
regional and hybrid-branded law firms using our ‘secret recommending the law firm or legal service provider; inspire loyalty and recommendations. To create a superior
shopping’ approach and their service performance rated customer experience, in many cases, requires nothing
objectively while making a detailed legal service enquiry. • 19% were undecided; more than a simple understanding of the client’s needs.

Findings of the report demonstrates that the initial • A staggering 45% would actively not engage the During 2009, a similar study of over 860 corporate
contact a potential client makes with a law firm or law firm or provider and would tell others not to executives revealed that companies that had increased
legal service provider immediately differentiates it and engage them as well. Other key points revealed in the their investment in customer experience management
directly impacts on the likelihood of subsequent business research include; during the previous three years doubled their referral and
engagement. It has been shown that a client’s perception customer satisfaction rates (Strativity Group, 2009).
of an organisation is built as a result of their interaction. • 33% of calls were dropped before they reached
The study, conducted from June to November 2011, used the legal advisor and 44% did not reach the relevant In short, the client experience starts from the very first point
‘secret shopper’ techniques commonly found in the retail person. of contact and is a service journey which makes the client
and other service sectors. feel happy, respected and cared for. Law firms and service
• 72% of legal advisors scored zero or demonstrated providers need to actively address the issues uncovered in
The results of the report are both startling and little ability to empathise, build rapport or deal with the report if they wish to attract, retain and grow their
revealing; a real wake-up call to the legal sector. objections sensitively. business whilst staying ahead of the competition. The
‘Customer Experience in Law’ report defines a new and
The aim of the report was to measure the ‘front-end’ The objective of every law firm is to attract, retain and grow insightful service approach and highlights the facts,
experience of prospective clients calling a legal service client market share and business. Most, if not all law firms figures, recommendations and advice in order to assist law
provider with a new enquiry and to identify practical and legal service providers would consider client service firms to achieve these goals.



KEY FINDINGS

The positive intention behind this report is to provide the legal
profession with insight about a new approach to service delivery,
commonly known in other sectors as ‘customer experience’. In the
pursuit of outstanding service we asked our Secret Shoppers:

“WOULD YOU ENGAGE AND RECOMMEND
THE FIRMS YOU CALLED?”

YES MAYBE NO

Please turn over for our key ﬁnding



KEY FINDINGS

Top 10 stats:
Yes Maybe No
36% 19% 45% 8% of firms and legal providers overall provided
outstanding service

34% of secret shoppers would instruct or recommend
Top 100 law firms
33% of Top 100 laws firm calls were ‘dropped’ before
progressing to an advisor

42% would instruct or recommend firms for
employment advice

58% of firms do not explain why callers should choose
them
The advisor had a wonderful The advisor spoke at breakneck None of secret shopper calls rated hybrid-branded
use of tone that was reassuring and speed, used legal terminology and firms as outstanding
confident without being arrogant or didn’t ask any questions at all . She
bullish. She gave me time to explain made no attempt to find out about my 36% would instruct or recommend the firms for wills
and showed great empathy personal circumstances advice

89% of firms on advising on business start up were
dismissive of the enquiry
36% of firms were positively received by our shoppers who were likely to have instructed the legal

36% advisor they spoke with. Of this number, some of the shoppers would definitely instruct and recommend
the firms they spoke with.
44% would instruct or recommend the firms for
property leasehold advice

12% of secret shoppers would instruct and/or
19% of firms left our shoppers undecided about whether to proceed and they may have called other recommend the firms for business start up advice
19% firms to compare services.

45% of firms delivered a below average to poor service experience which led our shoppers to consider
What is the business impact
45% not instructing these providers. Of this number, some of the shoppers would definitely not have of the statistics you can see
instructed the firms and may have advised others not to. on the left?



Tel: 020 3176 5443 Fax: 020 3176 4206
Email: enquiries@cxinlaw.com Website: www.cxinlaw.com
14 Greville Street, High Holborn, London EC1N 8SB


Abridged Customer Experience In Law Report

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