As Legal Week‘s recent client satisfaction survey illustrated, you can gain extremely valuable information from talking to your clients. Inter-views can reveal all sorts of things; from why they chose your firm to why they stay with you, how you compare with the competition, and how you could develop the relationship more effectively.
Recognising the strategic value of this kind of feedback, increasing numbers of law firms are now carrying out their own client interview programmes. However, there is a common assumption among lawyers that such interviews are carried out solely for the benefit of the firm, and that their clients are doing them a favour by agreeing to participate. As a result, lawyers often hesitate to put forward clients for interview, in case it ‘damages the relationship’.
