Do you know what your clients think of you? You don’t have to engage market research companies to get an answer. In fact, you simply have to ask one simple, golden question to find out almost everything you need to know.
The golden question? On a scale of one to five, how likely are you to refer the firm [or attorney] to your closest friends or peers?
Call it the 'Likely to Refer' question. You can also call it pretty darn accurate in terms of telling you what your clients think of you and your services. The beauty of this question is in its simplicity and accuracy. No other question cuts to the heart of what drives new and repeat business. And by it being a single, simple question, it takes no effort or time to check the radial button. Plus, you can put this question in numerous places to capture lots of feedback including on closing letters/e-mails, on the website, in client correspondence and many other places.
'Likely to Refer' gives clients the ability to choose from several levels of satisfaction from 'Highly Unlikely', 'Somewhat Unlikely', 'Neither Likely nor Unlikely', 'Somewhat Likely' and 'Highly Likely'. Most firms will find their scores in 3.0 to 4.0 range. That's not that great of a score but probably to be expected in the current environment. Law firms that can deliver consistent service and earn averages above 4.8 have differentiated their firms in their ability to satisfy clients.
An added benefit? By suggesting the idea of referrals, you subtly suggest your client make referrals.
Adopt the golden question on all closing matter documents, bills, on the website and in blogs and other materials. Not only will it say that you are concerned about client service, but you may find your referrals begin to increase.