Knowledge is power. Know more, strengthen your position.

Client Satisfaction Surveys

Client surveys have become a major trend in strategic marketing for the simple reason that they work. They work because the client-law firm relationship is strengthened when clients feel listened to and when their concerns and questions are directly addressed. In Altman Weil’s 2006 CLO Survey, when asked what steps outside counsel can take to improve the working relationship with the law department, the top response was improved communication – ahead of reduced fees.

While client surveying brings great benefits – such as revealing cross selling opportunities, strengthening the relationship, determining how the brand is perceived by clients, etc – it also implies an important responsibility on the part of the law firm, namely to decisively address any issues that may be revealed in the survey process.

Knapp Marketing’s process begins with a thorough understanding of your surveying goals and includes helping the firm form a team and create a plan to respond to and resolve any client issues that may arise in order to ensure that the survey results in a strengthened client relationship.

After we have developed the survey instrument and completed the interviews, either in person or by telephone, we provide

1. an analysis of each individual interview, including opportunities, concerns and recommendations, and
2. an analysis of overall trends in all interviews, including understanding how these results impact the firm’s brand, positioning, overall client communications strategy, internal training, etc. Trend analysis includes concrete recommendations for client follow-up, internal training programs, considerations for improved firm positioning and specific opportunities for increased business development efforts.

I. Client Satisfaction Surveys
II. Market Research