« Should managing partners spend more time with clients? | Main | How to turn legal clients into raving fans – Part 4 of 5 »

August 30, 2006

How to turn legal clients into raving fans – Part 3 of 5

To me, the most interesting thing about client satisfaction is how bad lawyers are at estimating it.

Lake_wobegon_1
I was reminded of this by Patrick Lamb’s recent posts about the Lake Wobegon effect, named after Garrison Keilor’s fictional community where “all the women are strong, all the men are good-looking, and all the children are above average. In my former life as a psychology professor, I had a lot of fun lecturing about the research behind this phenomenon, including these examples (from David Myers textbook Social Psychology, Fifth edition, p. 54):

Most people report that they are smarter and better looking than average.

In one study, 90% of business managers rated their performance as above average.

In another, 86% percent of workers said they were above average, and only 1% thought they were below average.

Most drivers say they are safer and more highly skilled than average, even if they have been involved in accidents that led to hospitalization.

Most college students think they will live about 10 years longer than actuarial tables predict.

When the College Entrance Examination Board asked 829,000 high school seniors to rate themselves on the desirable characteristic of “ability to get along with others.” 0% said they were below average, 60% thought they were in the top 10%, and 25% ranked themselves in the top 1%.

Another Patrick Lamb post called my attention to Inside Counsel’s annual survey of General Counsel, which compared lawyers’ ratings of client satisfaction with ratings by the clients themselves.

In this survey, 52% of lawyers rated their client relationships as an A, but only 21% of their clients agreed. Similarly, 68% of lawyers said that the general level of legal service has improved over the last five years, but only 32% of clients agreed.

Do you want more evidence that many lawyers overrate client satisfaction? See the Inside Counsel online reports for more numbers and numerous quotes, like this one from John Gronda, counsel at the Harris Corp, “Law firms don’t do what they’re told. If I ask you for a quick opinion, don’t send me a 10 page memo that I don’t have time to read.”

In general, the In House Counsel survey concluded that “Most of the friction between law firms and their in-house clients can be traced back to costs. Just 7% of lawyers think law firms make too much money, but 43% of clients do. 74% of lawyers say that law firms are actively seeking out ways to reduce legal costs. They’d better tell clients how they do this, because only 11% of their clients agree. Even worse, 42% of clients (vs. just 6% of lawyers) agree with the statement “most law firms pad their bills.”

The survey report ends with this quote from Douglas Nelson, general counsel at Croplife America: “Some outside lawyers have tremendous reputations and knowledge, but they forget that you’re hiring and paying them, and that they need to keep you happy.”

More about how to do that in the next few posts in this series.

Guide_cover_web_2
Or see my new book Legal Business Development: A Step by Step Guide, which will be published September 25, and can be ordered now on my web page.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d8341c72a653ef00d83532c7bd53ef

Listed below are links to weblogs that reference How to turn legal clients into raving fans – Part 3 of 5:

Comments

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Working...
Your comment could not be posted. Error type:
Your comment has been saved. Comments are moderated and will not appear until approved by the author. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.

Working...

Post a comment

Comments are moderated, and will not appear until the author has approved them.