Reconceiving Client Surveys, Part 3: Three Ways to Make Your IT Capabilities a Strength

The role of information technology in law practice management and legal services delivery is one of the most discussed and debated topics in the profession. So why aren’t law firms using their client satisfaction surveys to obtain client feedback and promote engagement on IT?

The most likely root cause is that typical client surveys are devised by lawyers for lawyers. The respective IT departments — law firm and client — are not part of the process.

How to Turn Your Technology Capabilities into a Survey Asset

  • Make it clear that the firm believes information technology is essential to service delivery  —  Whether or not they are power users, regularly communicate with your clients about how your firm is applying new technology to improve service delivery. Use the survey to track awareness and measure the value of those capabilities.
  • Directly involve your IT team — Encourage direct contact and interaction between your IT team and your clients’ in the survey process.
  • Be prepared — Track what competitors and clients are doing with cloud-based information technologies and collaborative platforms. Even if the firm will not be moving immediately into those environments, IT planners should at least be prepared to respond quickly and persuasively if technology surfaces as an issue/opportunity in your survey.

Comments

  1. Jay, you are right. Firms should definitely be asking clients how they are doing in these areas. They can incorporate these questions in to an overall client satisfaction interview or survey, or both. Let clients be heard, then act accordingly!

    • Jay Pinkert says:

      Thanks, Nancy. I think that survey questions tell a story. The types of questions you ask convey what is important to you and what YOU think is — or should be — important to clients. It puzzles me that law firms consistently ask in annual surveys about whether bills are clearly presented, but are silent about mission-critical operational issues like information technology use and management.

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