This year’s 21st Annual Marketing Partner Forum in Naples, Florida has been focusing on redefining client value in a competitive & changing industry. If you were not able to attend the conference, make sure to stop back throughout this week and next as we will be recapping the sessions and sharing content from the event.
Yesterday, kicked off with various pre-conference workshops and champagne roundtables. We were able to attend the “Client Experience – Competing on Service or Using Metrics to Enhance the Client Experience” roundtable, which provided great advice for and key considerations when benchmarking the client experience. Deborah Farone, Catherine McGregor, and Lesley Wan had the following to share:
When measuring the client experience, it is first important to establish what it is that you are exactly trying to measure. Are you measuring your brand awareness or client satisfaction, or are you mining for client opportunities. If it is the client satisfaction that you are measuring what are you really trying to find out more about: the work, the lawyers, the fees, the service, or the overall client experience? You must then decide which clients you will study: legacy, recently retained, or clients with untapped potential? There are numerous ways you can move forward in surveying your clients.
The most important advice they provided, which has been reiterated in numerous sessions today, was that once you get your findings make sure you ACT on them. Share the information with relevant parties both in your firm and outside the firm, report back to the client if problematic issues were discovered and how you will address them, and make sure to capitalize on any unexpected opportunities that are discovered.
INTERACT: How have you measured your client’s experiences and what are some of the biggest challenges you have encountered?