Strategies for planning and executing a satisfaction survey.

• Author: Miiller, Jeffrey A.
• Position: Retaining Clients in an Uncertain Economy: Part I

Lawyers often mistake a lack of complaining from clients as a sign of satisfaction. Yet, research by Tarp Worldwide shows that most consumers of professional services will not express dissatisfaction--they just leave. For every client who complains, there are 26 others you will not hear from. Ten of their friends and associates, however, will hear about their unhappy experience.

In this uncertain economy, confirming and enhancing client satisfaction is crucial for your firm to stay competitive.

A client satisfaction survey, when implemented strategically, dramatically strengthens client loyalty and uncovers new business opportunities.

Here are some practical strategies to planning and executing satisfaction surveys.

Pick the "Right" Clients

Any survey effort requires time and resources, so prioritize your list of candidates wisely.

Top-tier clients

Clients that generate the largest source of revenue for your firm are the easiest to identify. As the bulk of your business, it is imperative you ensure that their expectations are met and demonstrate you are constantly thinking of ways to improve service.

Growth-potential clients

Many lawyers find it uncomfortable to pitch other services to a client when the client has not expressed a need. Conducting a satisfaction survey can help clients realize--and verbalize--that they have additional needs. This opens the door for the attorney to comfortably discuss how the firm can be helpful.

Well-connected clients

Some of your current clients sit on boards of trade organizations and charities that are target-rich environments for new clients. Others are simply good networkers. Yet, many lawyers are uncomfortable asking their clients for an introduction out of the blue. Positive survey results will make it easier to broach the topic of referrals and introductions.

The marketing professional overseeing the survey should ask lawyers in his or her firm to identify clients from the aforementioned categories. This will help the lawyers get clarity about their client service and business development goals with each client.

Tip: Law firms often make the mistake of selecting clients whom they suspect are dissatisfied. Rather than ignore such cases or hide behind a survey, the servicing partner should immediately pick up the phone, discuss the matter and resolve the issue.

Crafting Questions that Get Results

Once you have chosen your clients, the next step is to create your questionnaire.

Create satisfaction...