A Perspective from Law

What do ostriches and professional service firms have in common? With its head buried in the sand, the ostrich is oblivious to approaching danger. With no method for client feedback, a firm is often oblivious to the significant dangers of client dissatisfaction.

What are these dangers? Most obvious is the danger that the firm will be "fired" by an unhappy client. A decline in referrals is also a very real risk. Dissatisfied clients will not refer your firm. Even worse, they will give you a negative referral.

If you think that most of your clients are satisfied, think again. Research shows that law firms consistently rank themselves twice as successful at client satisfaction as clients do. In the 17th Annual Survey of General Counsel conducted by Inside Counsel, 52 percent of law firms gave themselves an "A" on their client relationship. Only 25 percent of the clients rated the relationship an "A." That is a big disconnect.

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