Same old, same old never gets old

Customer service is an old concept that has been given a new coat of paint in Colorado. In Steamboat Springs, according to an October 2014 New York Times article by Ian Mount, the entire town engaged in customer service training in order to stem somewhat lackluster survey scores about the town. Although the town liked to consider itself friendly, the training made the town even more customer-centric and appealing. Customer service is not a new idea. It's an old idea but an old idea that never gets old. Every business that wants to be successful needs to understand this basic concept, and the business of law is no exception. The client is No. 1 Think of the department stores or other retail outlets where you like to shop. You keep going back primarily because of the customer service, right? Lawyers, likewise, need to take a customer-service approach to dealing with clients. This may be a new concept for lawyers brought up on the idea of "client control," which basically means that the lawyer is the boss and the client better stay out of the way! Client control is an antiquated concept, and it has no place in the modern practice of law. Today's lawyers need to realize that the client is the boss. When this shift in attitude occurs, clients intuitively sense and appreciate it. The proof is in the pudding Lawyers can show their clients how much they value their clients by returning phone calls, making sure that staff members know the names of clients, communicating regularly with clients, and visiting clients. Return phone calls: Sounds simple, doesn't it? Yet the single most frequently registered complaint with state bars across the country is the failure of lawyers to return phone calls. I know one lawyer who has a very large, successful practice and who keeps getting return clients. I asked him how he did it, and he let me in on his secret: He makes a point of returning all telephone calls within four hours. Make sure that staff members know the names of clients: One of the worst things that a client can experience is being asked to spell his name when he calls his lawyer. By simply knowing who your clients are, your staff will make them feel welcome and important. Communicate regularly with clients: Since clients typically are involved with the law only once or twice in their lives, they really do not understand the process that you live with day in and day out. That is why it is important to let them know what is happening by communicating regularly with them. This communication can take the form of photocopying and sending to your clients all relevant documents pertaining to them. It can also take the form of regular status reports; even if there is nothing much to report, you can tell the client that you are on target and that things are going as projected. Visit clients: You can learn a great deal about clients (and prospective clients) by visiting them in their environment. In many instances, the spoken word is only one part of the communication process. In order to really understand clients, you need to learn about the territory in which they live and work. This is particularly true of business clients. Understanding your clients' industries and businesses will allow you to use their terminology and better understand the clients' issues. Clients feel better about dealing with lawyers who know the problems of their business and their particular situation. ----- Edward Poll, J.D., M.B.A., CMC, is a law practice management thought leader and contributor to this publication. His website is at www.lawbiz.com. Published: Tue, Nov 18, 2014