Some of my cases go well, but others go poorly. What’s the difference? Why do some go well and others less so? What are the factors affecting a positive outcome?
I’ve been studying the distinctions and, of course, there are more than I can count. However, I have found one factor that makes a big difference. When we add this factor, we’re far more likely to end up with happy clients than we are when this factor isn’t present.
It turns out that this factor is a major driver of client satisfaction. In case after case, I’ve found the presence of this factor correlates very strongly with an excellent score in our client surveys.
The Key to Client Satisfaction
What’s the secret sauce? What’s the magic elixir? What are we doing (or not doing) that’s driving client satisfaction?
The key is (drumroll please…) initiative. When we exercise initiative, we drive up client satisfaction. When we take a laissez-faire approach, we rarely score well.
In the context of our cases, initiative means driving the action and setting the agenda. We’re likely to have happy clients if we’re the driver behind these tasks:
- Drafting a proposed agreement
- Sending proposals
- Arranging settlement conferences
- Filing a lawsuit
- Sending discovery
- Setting hearing dates
If we’re pushing forward, we’re more likely to have happy clients.
Conversely, if we’re responding to the actions of opposing counsel, then we’re less likely to have happy clients. If we’re constantly reacting rather than acting, then our clients are far less likely to refer their friends and family to our firm. Our clients like to feel that we’re making things happen rather than suffering at the hands of the other players.
How to Test Your Initiative
The key test of your initiative is your phone log. Are clients calling you, or are you calling clients? Taking initiative usually manifests itself in the form of lots of outbound calls. When you’re exercising initiative, you’re calling clients in an effort to keep things moving. If they’re calling you for status updates and to request action, then you know you’ve ceded control of your cases to others.
Taking the initiative extends to the early stages of the relationship when opposing counsel may not yet be involved. Our clients appreciate our keeping them on track and moving forward—even when they’re hesitant to act. They typically respond well to our pestering them to complete financial disclosure documents and other preparatory matters. They often drag their feet but appreciate having someone push them toward their ultimate objective.
You like happy clients, and they like you. It’s especially satisfying when happy clients refer others to your practice. Drive your files, take the initiative, and move the matter forward. You’ll find yourself getting more referrals, and you’ll have happy clients.
