Client feedback interviews--a winning combination for everyone.

• Author: Weintritt, Tara

It is hard to find a law firm Web site (or any professional service Web site) or firm mission statement today that does not have a focus on "client service." Can you name which firms promise they deliver the "highest standards of service," provide "unparalleled commitment to responsiveness and efficiency" and "a dedication for what matters most to their clients"? If you answered any of the AmLaw 200, you would probably be correct. Now if we asked 100 general counsel "Who actually delivers on their promise?" the response would be quite different.

Client feedback interviews represent one of the best measurement tools in finding the answer to such a question. Such interviews are hardly a new effort in legal marketing, yet many are still struggling to implement a process or conduct more than two a year. As I write this, I have just finished the notes from our firm's 65th client interview. I can say without hesitation that the interview program is by far the best and most important initiative we have implemented within our department.

There are three important aspects of the client feedback interviews:

* How to make them as successful as possible;

* Creating a compelling message to sell this initiative; and

* Developing key strategies for implementation.

[1] How to make them successful

Client feedback interviews are an opportunity for clients to give your firm feedback on how they view the relationship, work, value or anything else you ask about. They can be conducted by an outside vendor or internally, but if you choose to do them in-house, be certain that the primary relationship partner or executive is not present for the interview. The value of these interviews is candor, and it is difficult to receive this type of feedback with the key relationship people in the room. Interviews can certainly be done via a written survey or over the phone; however, we have found that nothing replaces a face-to-face meeting.

There is no magic to the task; however, the devil is in the details. Here are a few quick tips to making the most of the interviews.

* Make it easy for your lawyers to introduce this program to clients. Prepare talking points, scripts and Q&A documents to make the process simple and streamlined.

* Take the time to interview multiple parties at various levels within an organization. Presidents, senior executives and key decision makers are clearly important, but do not overlook the next level of management that could be making decisions...