How to Cultivate an Excellent Client Experience

By: Ally Lozano, CEO and Founder

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Most lawyers would agree that your clients are the most important part of your practice (that and, of course, winning cases). Unfortunately most of us treat our dealings with clients more like an interaction rather cultivating a customer-centric experience. It is understandable given the demands on our time and resources, however if you take the time to cultivate the client experience, it will increase client satisfaction with you and your firm. An additional benefit is that it will increase referrals. 

(For those of you who "hate marketing," here's a secret for you- this is marketing! You see how it can be fun and honor both your clients and the great work that you do for them?!)

Here are 3 tips on how to Cultivate the Client Experience:

1. Think About the Experience From Their Perspective

Oftentimes we are so caught up in lawyering that we forget what it is like to be the client sitting on the other side of the table. Take time to consider every single interaction that a potential client and client has with your firm. Think about how you want them to feel during those interactions. What do you want them to know? What should they understand about you, your firm, and the law at each interaction?

Walk through each of these steps. Create scripts for each interaction: 

• Initial phone call
• Arrival to the office for the initial consultation
• Initial consultation
• Consultation follow up
• Sign-up appointment
• Document signing for case submission
• Post-submission communication
• Communication of results (win, lose, or otherwise)
• Case closure
• Post-case closure

2. Mark Milestones With A Gift or Recognition


Spoil your clients. One thing that is very easy to do is to send a thank you note to every single person who comes into your office for a consultation. On Vistaprint you can order postcards that have your logo and firm information that say, "Thank You!" On the back, you can write a 1-2 sentence note that says, "It was a pleasure meeting you today! I look forward to helping you with your case. Sincerely, ____________." 

Another idea is to give clients a gift at sign up. For example, you could give them a mug with your company name and logo. It could be about $10/ piece, depending on how many you buy, but it is a small detail that will set you apart from other law firms. 

Celebrate their life milestones with small gifts such as something for a new baby, wedding, child's wedding, and the like. Once when our client suffered an injury at work, we sent him a care package with cookies and other goodies. It cost about $15, but made a big impact on the client. 

A small gift or other recognition at the end of the case is also something that will make you stand out and close out your client relationship on a positive note (in addition to winning the case!). 

3. Overcommunicate With Your Clients

Your clients want to hear from you. They want you to call. They want you to email. They want as much communication as you can give them. Though for you their case may be just another day at work, for them, it's their whole life. It is important to hear from you as much as possible. Commit to reaching out every month or every other money just to check in and give an update, even if the update is just, "Your case is still pending." 

(You can always use our "monthly case update letters" as a template to tailor to your firm. We try to send these out monthly to indicate whether a case is being actively worked on in our firm, is pending a decision, or if we can't move forward because we are waiting on the client for something. They are simple yet effective!)

What other tips do you have to cultivate an excellent client experience? 

About your Ally in Life, Business and Law:

Alexandra "Ally" Lozano is a national award-winning attorney and the founder of AMIGA Lawyers and Alexandra Kennedy Immigration Law.. After becoming a mother, and in a matter of 3 months, Ally transformed her practice from earning in pesos to earning 6-figures and she is passionate about teaching attorneys how they can do the same. Ally empowers lawyers to be the CEOs of their law firms with her weekly blog, webinars, and conferences where she teaches step-by-step how to do the work they love while running a profitable legal business. Ally lives outside of Seattle with her husband and their 5 children.