Tips & techniques revealed for using client surveys to improve your practice

Law firms big and small are using client surveys to try to track their clients' needs and perceptions, leverage their firms' strengths, and address and correct weaknesses. Those surveys may be informal and inexpensive – perhaps a comment card in the reception area – or very sophisticated and potentially expensive.

To help firms that want to undertake a survey program, and who want to get as much from it as possible, the ABA's Law Practice Management Section and the Center for CLE recently presented a teleconference on "Using Client Surveys to Improve Your Practice."

Micah Buchdahl of HTMLawyers in New Jersey, who specializes in conducting client surveys for law firms, led off the program by focusing on the steps to be followed in preparing the survey program. First, he said, the firm must set goals – what do you want to learn? A picture of your relationship with clients? To look at whether to redeploy resources? Or might you use the data to create a marketing plan.

Second, decide how expansive the program will be and who you want to survey. Don't just talk to the obvious – the top 20% of your client base. Talk to newer clients, clients in newer practice areas, and at least some of your "squeaky wheels." They will give you more useful data than anyone else.

Third, what kinds of questions do you want to ask? Should the client lead the discussion, or do you want a set list to be covered? Buchdahl noted that it's usually better to ask about "law firms" rather than about "my firm," as the client may be more forthcoming. And while you should steer clear of open legal matters, if a client raises an issue of current concern, address it immediately – don't wait till the survey is completed.

Julie Cline, director of general counsel relations at Reed Smith, talked about the importance of knowing the purpose of the survey. Your client can tell, she said, and needs to know that it's in their interest to participate. Do you want to evaluate services that have already been provided in order to improve services in the future? Or are you looking for information about the client to help determine their needs?

Michael Downey, of Fox Galvin in St. Louis, focused on the challenges faced by small firms looking to undertake a client survey program – such as the potential expense – as well as ethical issues that may arise. For example, he cautioned against suggesting that you practice in an area you don't, and noted that you risk raising privilege questions if you have a non-lawyer conduct the survey for you.

Portions of the materials that accompanied the teleconference will be available online here [PDF] for the next two weeks. Audio and additional written materials are also available through the ABA Webstore.

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