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<b><I>Voice of the Client</I></b>: Why Put Clients on Mute?
When I was asked to write about “the voice of the client,” I was hesitant to accept the assignment — not because it is not an important subject, but because the voice of the client is still largely silent. For more than 20 years, many in our industry have been writing about the importance of getting client feedback. We have suggested that firms bring clients to retreats and to informal luncheons; we suggest that lawyers ask them for advice on everything from client service excellence and billing practices to firm strategy.
A number of firms have increased their efforts to bring the voice of the client into the firm, but the vast majority still do very little to consistently obtain client feedback and input. What I find interesting — dare I say paradoxical — is that lawyers are willing to ask clients to provide input for a branding initiative. They are more comfortable asking a client to take a call from someone at an agency to ask questions about the firm's perceived market position, than they are asking for feedback.
Having conducted hundreds of in-person client feedback interviews, I can say without reservation that clients would welcome — and prefer — a call or meeting focused on what the firm is doing well, what it could be doing better, and how the firm can provide more value.
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