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Law firm perceptions of how clients view them is usually a complete reversal of how clients actually see law firms. The latest Clio Legal Trends Report underscores the point that lawyers and consumers of legal services do not see eye to eye. Obviously, the fact that lawyers and legal consumers want different things is problematic for lawyers. But, one of the primary reasons that lawyers don’t know what clients want from them is because they never ask their clients what they want from them. Law firms don’t often analyze data, and act on it, even if they collect it. But, law firms can change their entire marketing structure by asking one simple question of each of their clients: ‘Would you refer me?’

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