Of the eight factors, the most critical for clients was commerciality - finding security in the firm's understanding of business concerns and operations. Clients, however, were unhappy with service in this area and rated it seventh. The level of client involvement was given the most favourable rating while pricing was put last. I mean they adopted a client philosophy - than those who merely left it to a marketing department. The study also found that lawyers who had participated in quality training programs, in particular the Quality in Law program, had a better understanding of their clients - their ratings were usually similar to that of their clients.
Franks believes the results indicate that lawyers lack a sound understanding of their clients.
It is encouraging that the profession is looking at marketing and how it can help them. But it takes a while to enter the psyche of the whole firm, not just remain in the marketing department. The Law Society of New South Wales is the professional association for the solicitors branch of the legal profession in the State of New South Wales, Australia. 170 Phillip Street, Sydney NSW 2000, Australia.