By Sally J. Schmidt. Sally has conducted written surveys, telephone surveys, personal interviews and focus groups for scores of law firms, and regularly counsels marketing directors and partners about survey methodology and process. This article is based on her presentation at the September meeting of the Minnesota Chapter of the Legal Marketing Association. It is clear that programs to capture the voice of the client are becoming, if not routine, at least acceptable for law firms. Still, many struggle with the how of the process.
Some firms send the managing partner to speak to the firm s top clients.
Some firms send written questionnaires after a client matter is closed. Still other firms gather clients into focus groups, panels or advisory boards. There are nearly as many variations on the theme as there are substantive practices. Several examples are illustrated below. They want a process to contact clients to find out how the lawyer and staff did in meeting clients expectations.