In the competitive world of law, impeccable client service is not just nice to have, it’s a must-have.
Having run Gerben IP for 16 years now, my practice is largely built on repeat and referral business, which is only possible because of our excellent client service.
The key to a successful law firm lies not only in winning cases but also in how we make our clients feel. However, client service isn’t something that is generally taught in law school, which is why it’s critical to ensure the attorneys at your firm are trained in delivering an excellent client experience.
The way I see it, impeccable client service is informed by two main pillars.
- Making clients feel valued.
- Being effective for your client.
Pillar 1: How to make clients feel valued
If you’ve been practicing law long enough, you know that sometimes things don’t go the way your client wants or expects. However, when clients feel cared for, they’re more forgiving and understanding when things don’t go as planned.
A personal story from our firm illustrates this: a highly skilled patent attorney, despite delivering excellent legal work, fell short in client communication, leading to client dissatisfaction and eventual loss of business. This shows that no matter the quality of work, client perception is paramount.
When it comes to making clients feel valued, I believe in five practical tips that take care of just about everything. The only caveat? They require daily consistency.
Five ways to take care of clients
1. Respond to emails in a timely fashion
All emails should be responded to within 24-48 hours. I understand that sometimes you receive a complex email from a client that requires a detailed response, and you may not have the time to immediately respond to that email while you’re taking care of your other responsibilities.
In this case, you should still let your client know that you’re looking into it and will get back to them with more information. This way, your client is assured that you’re on top of things and you both are on the same page.
2. Promptly respond to phone calls
All phone calls should be answered within 24 hours. If you receive a phone call from a client, you can infer that that is their preferred method of communication.
That being said, there may be times when I respond to a call with an email containing more information about their inquiry. In these cases, I always make sure to let the client know that if they still have questions, I’d be more than happy to set up a call.
3. Set and meet deadlines
Another important factor in taking care of clients is making sure they are aware of the timeline for any substantive work you may be doing. Whether it’s a draft of a letter or an agreement, ensuring that you not only set the deadline but meet the deadline is crucial.
4. Pick up the phone
In today’s day and age with younger generations picking up the phone less and less, I believe it’s becoming increasingly important to talk with your clients on the phone. This is particularly important if a client expresses any sort of concern with you.
When you speak with someone on the phone, you receive the benefit of that personal interaction and it becomes easier to talk through and smooth over any concerns.
5. Have a great bedside manner
While this is one of the hardest items to train attorneys to have, a good bedside manner with clients is critical to developing strong client relationships.
One way to work on developing your bedside manner is by learning to speak to your client in very practical terms, avoiding legal jargon that may not make sense to anyone outside the world of law.
If you regularly take the time to listen to your clients, answer their questions, and practice transparency throughout the process, you’ll help foster a more comfortable relationship with each client.
Pillar 2: How to be Effective for Your Client
Being an effective attorney isn’t just about legal success, it’s also about being a good steward of your client’s time and resources. One way to accomplish this includes avoiding unnecessary litigation.
If you can consistently get good results for your client at a reasonable cost, you’re on your way to building repeat and referral business.
Additionally, focusing on what you do best and referring out other matters ensures better results overall and increased client satisfaction.
For example, I’m a one-trick pony. I primarily practice trademark law, it’s what I’m known for. If a client came to me with a will, trust, or estate, I would have no idea what I was doing.
Don’t try to presume that you know enough about an unrelated field of law just to take the case.
Impeccable client service in law is about making clients feel valued and effectively meeting their legal needs. By integrating these principles and tips into your practice, you can build a firm that not only wins cases but also wins client trust and loyalty.
If you have any questions about providing impeccable client service, feel free to send me an email at josh@joshgerben.com or jgerben@gerbenlawfirm.com.
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Josh Gerben is a nationally recognized trademark attorney and sought-after thought leader for the national news media. In 2008, Josh founded Gerben IP, a boutique intellectual property firm, with the goal of providing businesses, individuals, and their attorneys with a way to protect their growing brands with the help of experienced attorneys, and without breaking the bank.
Sponsor Information:
This episode is brought to you by Gerben IP, a premier boutique law firm specializing in intellectual property. While primarily focusing on trademark law, Gerben IP also offers expert assistance for copyright and patent matters. Its team of dedicated attorneys serves clients across all 50 states in the U.S. and in over 30 countries worldwide, ensuring comprehensive protection for your innovations and creative assets.