The introduction of Alternative Business Structures this month means that the legal services market will undoubtedly become increasingly competitive. Indeed, solicitors will be fighting to protect their share of the market. This, combined with increasingly sophisticated consumers, a wealth of information online and the news that the Legal Ombudsman (LeO) will publish the names of lawyers where there is a “pattern of complaints or where it is in the public interest to do so,” means that solicitors and firms are attaching greater importance to customer service, and marketing themselves under a banner of quality. Consequently, they are looking for employees who share those values.
When a patient visits a doctor, they rely on their professional judgement. They don’t want to be baffled by medical terminology, feel intimidated, be made to feel stupid for seeking an expert opinion or overcharged for a ten minute appointment. They want to know that the doctor is on their side, can communicate the problem clearly, will set out what they’re going to do and then remedy the problem accordingly. The same principles apply to being a solicitor.
The Law Society is working hard to help all of its members implement new and innovative ways to make sure that their clients receive excellent care. Sometimes it’s as simple as replacing a traditional shop frontage with glass-sliding doors so that passers-by can see inside. We know of one firm who have seen their client list increase since making this change.
As students of law, it is increasingly likely that potential employers will be looking for you to demonstrate your commitment to customer service, as well as your legal knowledge. During your interview, you can highlight how important customer satisfaction is to you, but providing evidence or examples to back up your ideas will make you stand out from the crowd and give weight to your answer.
Think about the jobs you may have had before deciding to become a solicitor. Examine any work experience or real-life examples where you have shown ‘soft skills’, such as empathy or understanding of another person’s situation. When people visit a solicitor they are often doing so because of an extremely stressful or demanding situation in their personal life; we have even discussed the idea that probate solicitors could consider training in grief-counselling. Try to pin-down an example where you have revised your behaviour because of feedback.
Be prepared to offer ideas about how a particular firm could improve their engagement with customers or attract new clients. Remember, it’s just as easy for a smaller firm to have an accessible, informative and easy to navigate website as a large firm, or to answer the phone before 9am and after 5pm, or to be prepared to give clear, upfront information that will help clients make a decision.
If you’re being especially proactive, and have the opportunity during training, volunteer work or work experience, you could think about suggesting or developing a plan to improve client engagement. After all, there are plenty of examples to pick from. At the Law Society Excellence Awards the ‘Excellence in Client Service’ award was hotly contested. In the end, it was won by Leicestershire firm, Douglas Wemyss Solicitors LLP, who are pioneering the sort of new and exciting approach that the Law Society is encouraging all solicitors to take.
Douglas Wemyss Solicitors wanted to break down barriers between solicitors and clients and ensure that people felt comfortable approaching them and seeking legal advice. This meant making sure that their firm was accessible, approachable and affordable. They thought the best way to do this was to provide a variety of ways to access the sorts of legal services they provide, so they opened their doors seven days a week, offered a ‘Sunday service’, and started a ‘Legal Shop’ where no appointments are needed. They recognised how difficult it was for many people to see them during the working week, so made sure that evening appointments were available. They also had a dedicated customer service team and online advice on their website.
One service that proved particularly popular was a ‘mobile’ legal service, where solicitors visited their clients at home or their office without the client incurring any additional costs. They are not alone: in the London Borough of Newham, Denning Solicitors have also evolved from a more traditional client-solicitor relationship which people might expect.
The firm were recognised for going the extra mile when it came to client-focused services and implementing clear client engagement strategies and methodologies to ensure that they were working effectively. The team at Denning Solicitors sought feedback to measure their customer satisfaction ratings and arranged service level agreements, which included the time taken to answer the phone, meetings held at the client’s location and providing a pro bono legal service.
If qualified, you can also earn special recognition for expertise in particular areas of law by achieving membership in one or more of the Law Society’s accreditation schemes, or by winning a national award; something which is a valuable boost for many solicitors. In total, more than 18,000 professionals are members of the Law Society’s accreditation schemes, meaning that they help promote high standards in legal service provisions, are easily identifiable by potential customers as legal practitioners with a proven competency in given areas of law and benefit from being part of a national and recognisable brand; all of which contributes towards ensuring that the solicitor brand, and the individuals who work within the profession, are protected for the future.
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