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Marketing the Law FirmLJN NewslettersNewsSections

O Client, Why Art Thou?

By Joshua Fruchter
August 30, 2005

Thriving law firms achieve success by meeting or exceeding their clients' service-quality expectations. These expectations are shaped by clients' past experiences, word-of-mouth, and advertising, and create a baseline against which performance is measured when services are delivered. When a firm's performance exceeds the expected level of service, clients remain loyal. Conversely, when performance fails to meet expectations, clients go shopping. It thus behooves law firms to continually explore and experiment with strategies for exceeding their clients' highest hopes.

Service marketing experts have developed models and checklists for ensuring delivery of high quality service. They have also identified the shortfalls that result in poor service quality.

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