going the extra mile: using client data to improve client service, loyalty, and revenue

GOING THE EXTRA MILE:

Using Client Date to Improve Client

Service, Loyalty, AND Revenue

PRESENTERS:Mary Juetten: @maryjuetten

ABA TECHSHOW March 16, 2017 2

Going the Extra MileMarch 16th 20179:00 Why Client Data? 9:30 Survey Approach 9:40 Next Steps9:45 Questions

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Why Client Data

ABA TECHSHOW March 16, 2017

4ABA TECHSHOW March 16, 2017

Why Client Data?What: KPIs, metrics & Data Driven decisionsWhen: Throughout the Matter Where it’s worked – client experience – net promoter score (NPS) but it is more:- Client needs: expert systems, like

Traklight for business; WeVorce for divorce; and Neota Logic for others.

- Client referrals

Hint: Your firm must be open to change in terms of process.


WHY FOCUS on CLIENTSClients bring cash & repeat business; Cash is King and critical to firm survivalClients are demanding more for less and lawyers must pay attention to their needsAvvo’s “Sink or Swim: How to adapt to the new Legal Consumer”*• Informed, Connected (online), Picky• 1 in 5 believe can figure out what

lawyers know• Shop for legal like other purchases

(online)• 95% use reviews

*http://go.avvo.com/new-legal-consumer-download

http://go.avvo.com/new-legal-consumer-download

http://go.avvo.com/new-legal-consumer-download


WHAT Key Performance Indicators are metrics for measuring all aspects of business of the law.Law can borrow from other professional services and industries for KPIs & Technology.Focus on outputs: client experience rather than inputs such as hours billed.Look to value not price.


Thomson Reuters Small Law Firm KPI SurveyParticipants:• 690 surveys sent out to customer

panel June 2016• 62 Firms Responded: 10 Solos &

50% under 10 Attorneys• Only 3 measure Client Satisfaction

(less than 5%) yet the TR State of Small Law says the number one success measure is customer satisfcation (88%).


Start with Clients

Lawyers are dependent on referrals and our reputations.Define your IDEAL clientDo not be afraid to end bad client relationshipsMonitor relationships throughout the matter and beyond.


Focus on Clients: Happy Clients; Profitable Practice

What input do the clients have into your practice? What will you do with that input?Borrow from outside of the legal industry:

Value of deliveryTransparencyFile TurnaroundCustomer Satisfaction (NPS) and complaintsReferrals


CLIENT EXPERIENCE: Net Promoter Score (NPS)Net Promoter Score (NPS) (%)

The percentage of total clients responding to the survey question who are promoters less the percentage of total clients responding who are detractors.

Q: On a scale of one to ten (with one being not at all likely and ten being extremely likely), how likely are they are to recommend your firm to their friends, family, and colleagues?

Why or Why Not?” as an optional question

Allow for feedback, good and bad.

Survey must be tracked, not anonymous.

Technology:

Google Documents or Survey Monkey, Excel for responses.

Follow-up emails or calls.

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Survey Approach



Benefits and Value

Easy to administer.Update and upgrade law firms databaseHelp market new services Provide a structure for face to face communications Ongoing evaluation of the firm's quality/service/delivery


Survey Techniques | Methodologies

Written Face to Face Personal Focus groupsClient panels

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Next Steps



Make a Plan

• Pick your biggest pain point

• Design your survey or feedback - make it easy

for clients (WPLG ex)

• Test it on a small group (McCarthy Tetrault)

• Don’t be afraid to make changes (Modern Law)


Final word on Data

Garbage In; Garbage Out.Systems – from manual to high tech, define your workflow. Link data sources and set up as many automatic downloads & links as possible.

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Questions



Small Law Firm KPIs: How to Measure Your Way to Greater Profits

Order your copy today or visit TR Booth at 1:15pm:http://legalsolutions.com/Juetten20Juetten

Practical Guide to implement KPI framework as a Dashboard requiring only spreadsheets

@[email protected]

http://legalsolutions.com/Juetten

http://legalsolutions.com/Juetten

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going the extra mile: using client data to improve client service, loyalty, and revenue

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