Net Benefit: How to Improve Your Law Firm’s Net Promoter Score

Last week in this space, we addressed the fact that law firms have really low net promoter scores, with an NPS equal to about the average airline provider.  As we discussed, that means that your clients like you about as much as they like Spirit Airlines.  You can do better.

Figuring out your net promoter score is step one.  Step two is improving your net promoter score.  And, the answer to improving your net promoter score comes from the question: ‘how can I make it more likely that my clients will refer business to me’?  Here are at least a few ways:

Ask for Referrals.  It’s funny: some attorneys don’t ask for referrals.  But, how are your clients supposed to know that you want referrals, if you don’t address the elephant in the room?  So, be sure to tell your clients that you want referrals, and that your business thrives on them.  If they know, they’re more likely to provide them, if they like you, in order to help you out.  Supplement the process by asking for online reviews, and make it easier for people to point directly to their support of you.

Communicate Regularly.  Clients love lawyers who talk to them, especially outside the context of their substantive legal issue.  You didn’t hear this from me; but, you can get away with a lot as a businessperson, if you’re a good communicator.  A good rule of thumb here is to contact your clients every six weeks, regardless of whether there is a case update to be had.  Just stay in touch.  Likeability is one of the underlying causes for referral-marking.  So, just be yourself — unless you’re a jerk.

Stay Top of Mind.  If you don’t have an email list for former clients and for existing clients, you’re not doing it right.  Sometimes a referral is merely about being in the right place at the right time.  And, sometimes, that ‘place’ is someone’s inbox.  You never know when someone is going to be in need of legal services again; and, you never know who they will seek that referral from.  Making sure you’re top of mind for referrals from your existing clients is a great way to pimp your NPS.

. . .

If you need to pump up your NPS, we can help.

The Wyoming State Bar offers free law practice management consulting services through Red Cave Law Firm Consulting.  To request a consult, visit the Wyoming State Bar’s law practice management page, and start running your law firm like a business.

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