November 9, 2006
How Likely Are Your Clients to Recommend Your Law Firm?
Assuming that you survey your law firm’s clients, do you ask them, “On a scale of zero to 10, how likely are you to recommend our law firm to others?”
Do you know what their answers mean? According to an article titled “Find Your Sweet Spot” in the Harvard Management Update, here is what the scores mean:
- 9 or 10: These are your promoters—your fan club. They represent a valuable extension of your marketing efforts. Reinforce and encourage their behavior by recognizing their contribution and thanking them frequently.
- 7 to 8: The authors call this a limp handshake. These clients are passive—lukewarm about the law firm and its services. Don’t count on them to drive business your way or to be quality references.
- 6 or less: These ae your detractors. They are dissatisfied and vocal about it. They drive away business rather than driving it toward you.
The authors, Rob Markey, Gerard du Toit, and James Allen are partners in the global consulting firm Bain & Company.
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Filed under Marketing by Tom Collins