Firms missing out on clients due to basic customer service errors
Basic and avoidable customer service errors are potentially costing law firms new clients according to a mystery shopping exercise carried out by insight6, which gave the legal sector a net promoter score (NPS) of 54.
NPS is based on how likely customers are to recommend a business. The London School of Economics estimates that for every 7% increase in NPS, business revenue will grow by 1% as a direct result.
Mystery shoppers from insight6 reviewed 84 law firms’ websites and also contacted them by phone, email or webchat, asking for advice about wills, conveyancing, personal injury claims, divorce and employment.
Websites were found to be helpful and informative, with each one providing contact details and the majority enabling the mystery shopper to judge whether they provided the relevant services. However, a significant number were let down by the most basic day to day interactions, with initial contact often lacking ‘a human touch’.
Webchat performed well compared to phone and email as every mystery shopper who was promised follow up information received it. In addition, 82% said that the service was helpful and the firm’s representative was appropriately empathetic. In contrast, 37% of email enquiries and 43% of phone messages went unanswered. Of the email responses received, under half (43%) were well written and grammatically correct and 35% of responses used legal jargon. This compares to just 9% of webchat responses. Contact us for assistance.
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