CLIENT LOYALTY IS NOT THE SAME THING AS CLIENT SATISFACTION As you know, excellent service leads to client satisfaction and client satisfaction is an essential element in creating client loyalty. However, clients can be satisfied with the results but feel no personal tie to you or your firm. Client loyalty is a concept that includes five things: 1. The overall satisfaction of client’s experience when doing business with your law firm. 2. The willingness to build a relationship with you as an individual and with your firm. 3. The willingness to be a repeat client. CLIENT TURN-OFFS: Client turn-offs arise when employees (lawyers and non-lawyers) fail to communicate well, both verbally and non-verbally. Some examples of client turn- offs are: 1. Failure to greet or even smile at a client. 2. Failure to see the client on time. 3. Inaccurate information given or lack of knowledge conveyed. 4. Failure to give full attention to the client either while on the phone or when meeting them in person. 5. Rude or uncaring attitude. 4. The willingness to recommend others to you. 5. The reluctance to switch to another law firm. 6. Inappropriate, dirty, or sloppy appearance at the workplace. 7. Any communicative message that causes the client to feel uncomfortable. Surveys completed by the U.S. Office of Consumer Affairs revealed these interesting facts (within this article client and customer are interchangeable): 1. One in four clients is dissatisfied with some aspect of a typical transaction. 2. Only 5% of dissatisfied clients complain to the company. The vast silent majority would rather switch than fight. They simply take their business elsewhere. 3. A dissatisfied client will tell 10 to 20 people (12 is the average) about a company that provided poor service. Some people will tell hundreds or even thousands. How does this affect your business? If 25% of your clients are unhappy or unhappy with your service but only 5% of that 25% bother to complain, the impact can be devastating.
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