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12 Steps to a Successful Client Interview Program
As every good business developer knows, the majority of new business and referrals comes from existing clients; and law firms are increasing their commitment to meet with their clients. The goal of a client interview program is to garner information that will enhance a law firm's business-development and marketing efforts by gaining insights into client needs and objectives. This information is essential to gaining new business, while at the same time providing specific recommendations (from the eyes of the client) as to how the firm can ensure client retention and enhance the client relationship. Interviews provide data that can be used to determine and develop specific strategies related to client retention and business development.
Law firms need accurate information about how their clients evaluate existing and future legal needs, service requirements, and how they assess the “value” provided by the firm and the attorneys with whom they work. Too often, firms and attorneys define the “value” they bring to the representation without regard to the client's frame of reference and there is often a great divide between the two definitions. By understanding what clients “like” and “dislike” in the relationship, a firm can develop information by which it can differentiate itself from its competition by addressing identified client needs as well as service and relationship issues.
Although each firm approaches client interviews differently, there are several similarities among the programs. The following is a detailed description of the various steps that must be taken to ensure a successful program regardless of whether the interviews are conducted by firm personnel or an outside consultant.
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