Modern clients expect white-glove service and excellent lawyer communication is key to that. Empathic client communication leads to stronger relationships, more referrals and better case outcomes.
Set expectations early with your clients and make sure they know how often they can expect status updates, when to call you and what to do if you’re unavailable.
Use Plain Language
For too long, the legal profession has been notorious for its confusing jargon and convoluted language. Yet, the value of clear communication is rising across sectors in today’s frantic and content-rich world. Using plain language, providing regular status updates and leveraging technology with caution are all ways in which firms can improve client communications. These strategies build trust, deliver client-requested transparency and ultimately strengthen the client-firm relationship.
Embracing plain language means that all your firm’s documents, communications and correspondences are written in easy-to-understand terms. This approach helps minimize misunderstandings and makes it easier for clients to understand their rights, obligations and responsibilities when they work with your firm.
When writing documents in plain language, consider the experience of the typical person who will be reading them. A tenancy agreement for students will look different to a commercial lease or a car rental contract, for example. When drafting documents, aim to make them as clear as possible to the average reader without compromising on accuracy or legality.
In addition to plain language, you should also be aware of the style and tone of your writing. Avoid excessive use of words that add to the length of your sentences, for example – ‘in order to’, ‘for’, and ‘it is important to note’. Instead, use short, concise sentences and bullet points to make your writing more manageable.
Providing clarity of information to your clients can also help you reduce the number of questions and disputes that you may receive. This is because clear communication helps to set expectations, and when those expectations are met, you can minimise dissatisfaction with the service that you provide.
Be Consistent
Clients want to feel connected to their law firms, but many attorneys fall short when it comes to creating an ongoing conversation. It’s not enough to simply respond to questions when they arise. A consistent communication strategy is required to create a positive experience that generates firm growth.
Client-centered communication starts with your law firm’s website, which should be easy to navigate and up-to-date. Many leads will visit your site before they even speak to an attorney, so it’s important to include practice areas, contact information, and FAQs that set a good first impression. A live chat feature also gives clients the opportunity to ask questions and provide initial intake information without having to wait for a phone call.
Once you have a solid foundation, it’s time to start thinking about how you’re going to implement and monitor your client communication strategy. This can be done by establishing a consistent schedule for status updates (weekly, or as needed), a timeline for responses to client inquiries, and out-of-office notifications. Having a clear plan in place will prevent client frustration and build trust in your firm’s abilities.
It’s also a good idea to avoid using too much legal jargon in your communications with clients, as this can confuse them and lead to unnecessary follow-ups. Instead, use plain language and keep your calls short to ensure that you’re able to answer all of their questions. And don’t forget to use your client portal to share documents and send messages, as this will allow you to create a shared history of the case and easily track conversations. For those who prefer texting, be sure to use this tool only for quick scheduling and to-do reminders.
Set Expectations
As clients become more tech-savvy, aware of market pricing, and better informed, they’ve come to expect more from their lawyers in terms of client experience. Firms are now competing fiercely to provide the best possible client service by promising round-the-clock communication and full transparency, while still charging competitive rates. Unfortunately, this client experience focus can lead to an unrealistic workload for attorneys. This can mean a higher caseload, more billable hours, and more stress and burnout.
Setting realistic expectations with your clients can help to avoid frustration and disappointment down the line. Make sure that they understand the length of your typical matter and how long it may take to get an update, so that there are no surprises down the road. Set up a regular schedule of phone calls, texts or emails for status updates and stick to that schedule, even when there is no new news to report. Be sure to include the frequency of these status updates in your retainer agreement so that you don’t overpromise and under-deliver.
Always use clear language in your communication with clients, whether on the phone or in an email. It is also a good idea to include a biography and background information on your practice or team in your website and marketing materials so that clients have a better understanding of who they are dealing with when they communicate with you.
Providing your clients with the option to text you can improve communications and reduce ethical lapses. Clients will appreciate having a way to communicate with you without the formality of email or phone call. If you aren’t able to provide this option, make sure your clients know of the approved communication channels and your typical response time to messages.
Be Patient
The legal industry is a busy place and it’s not uncommon for law firms to have a backlog of client matters. However, client satisfaction is key and a timely response to any client inquiry will help build trust and ultimately strengthen the lawyer-client relationship. It is also important to set realistic expectations with clients on what can be accomplished within a specific timeframe. This will prevent any confusion and resentment down the road.
It’s also crucial to have a dedicated team approach to communication strategies. All firm members, including paralegals, assistants, and associates should be able to understand and apply best practices when communicating with clients. Regular communication training is a great way to encourage this team dedication and will improve interactions with clients.
Lastly, it’s important to remember that your clients may be under a lot of stress. Be sure to keep your calls short and avoid interrupting or talking over them. It’s also beneficial to listen attentively and don’t jump in with rehearsed answers until you truly understand the problem. This will allow your clients to feel heard and supported during difficult times and will likely make them happier with the end result.
Additionally, email is an effective tool for communication in the legal world. Make sure your firm’s emails are well-organized and streamlined, much like how Tom Goodhead handles them, and that all client communications are logged and documented. This helps ensure that no email is forgotten or misplaced. Also consider using a secure document management software that integrates with your legal practice management platform to log all text messages and emails automatically.
Be Honest
Clients expect honest, timely, and clear communication. If your firm delivers this, you are likely to create a more positive experience for clients and generate growth for your business. Unfortunately, one of the top complaints about customer service is that companies take too long to respond to client inquiries.
Providing regular updates, leveraging technology with care, and handling difficult conversations with empathy are key to improving client communication. It’s also important to remember that the majority of clients are facing serious legal issues and are likely in a stressful state. While it’s tempting to treat a client like another case and dismiss their questions, it’s vital to listen to them and to be empathetic to their circumstances.
Law firms should prioritize educating their clients to ensure they have the information needed to make informed decisions. This includes explaining billing procedures, the process of a case, and any important deadlines. While this may seem time-consuming, it’s a necessary step to build trust and deliver client-requested transparency.
When a law firm prioritizes client communication, it’s often able to create a more positive experience for the client, and this leads to more referrals. It’s also a good idea for firms to invest in ongoing training for their staff. This will help them stay up-to-date on best practices, ensuring that they are delivering consistent communication to their clients.
Despite the demands of running a practice, prioritizing client communication is essential for attorneys and law firms to avoid client dissatisfaction. By setting clear expectations, delivering regular updates, using client portals, leveraging a law firm marketing system, and providing customized on-hold messages that promote their services, lawyers can improve client communication and build loyalty.
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