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Be Passionate About the Client Experience

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Delivering a great experience to every client every time you interact with them is important. You want to treat them so they feel like they’re your priority even though they know you have many other clients and matters you’re working on. To do this you need to be conscious of the experience you’re providing no matter what type of communication you are using.

It’s easier to do this in person than on the phone, through email or text because of the immediate feedback you receive from observing what your client is saying and their body language. When communication is in writing, it’s flat and more difficult to understand any emotion or tone.

Clients want to know you care. Luckily, there are many ways to show you care. You can demonstrate empathy for the client’s situation, listen fully to what they are communicating to you, and by honoring the commitments you make on getting back to them or completing a project or task. Sometimes you’ll miss, but hopefully it doesn’t happen often. If it does, you need to reset your client’s expectations in a manner that lets them know they and their matter remain a priority to you.

Delivering a great client experience also means paying attention to the simple mechanics of customer service. For example, it is better to over communicate with your client than the alternative. If you are communicating too much for their liking, they will let you know, hopefully in a constructive manner.

It also is of the utmost importance to return calls and emails promptly. Nothing says “you and your issues are not my priority” than responding to people in an untimely manner. If you have problems with this, you need to come up with a way to ensure you timely respond, whether through a to do list or setting tasks and/or appointments in your calendar.

All of us are in the customer service business. If I don’t provide great service to my clients, there are a lot of other attorneys and firms who will. The same is true in your line of work, which makes it important to try to set a goal to exceed your clients’ expectations in relation to the customer experience you provide.

As always, this post and others can be found on my blog, Business Law Guy.


About the Author: Neal Bookspan is a partner at the Phoenix, Arizona law firm of Jaburg Wilk. He assists clients with business issues, commercial litigation, workouts, and bankruptcy litigation. Neal can be reached at 602.248.1000.