Legal Research

Client Surveys, Client Feedback, and the Dog

By Susan Van Dyke

I was in Whistler, British Columbia, for a law firm retreat and stayed at one of the best hotels ? you know, one of those places with the ultra plush bedding, towels that stack high and spa-inspired toiletries that smell good enough to taste. 

About a month before my stay, this hotel started a pilot program to accept dogs. So, not only did my family join me, so did our beloved Golden Retriever. After two nights in the palace, complete with The Dog, I spent the better part of an hour filling out their dog service survey. I used every available blank space on that survey, turning it this way and that way, spewing revenue-generating ideas, things that bugged me (and my pooch), and of course, lots of ideas how to promote this service to other dog-lovers. Proud of what I thought was a respectable contribution, I sealed the envelope with a smile, dropped it in their survey box and waited for recognition of my astute observations, clever use of white space or even a “thanks for filling out our survey, Ms. Van Dyke”.

It’s been months and I’m still waiting. So, I’ve started filling out all kinds of surveys now, just to see who is paying attention and responds beyond “Dear valued customer ?.”

And I do believe a response from the palace was warranted. Not only is it common sense to express gratitude, but it’s also good business. I am a perfect candidate for repeat business as an engaged client of their service ? or hospitality. Plus, dog-lovers walk and talk a lot with our own kind, so we’re a good referral network of sorts.

I am an advocate for speaking up when you have experienced exceptional service — good or bad — I also believe we must ask our clients for their feedback in order to view ourselves through the lens of experienced clients. Quality service is a moving target and those that remain stationary do so at an increasing degree of risk because it’s relative to the offerings of the firm across the street or even across the country. The ante is rising. 

Many mid-sized and large firms push out client service surveys regularly and get a small but seemingly acceptable number of completed surveys returned. It’s an easy, cost-effective method of “touching” a client with a communiqué that says they matter. In theory, it’s also a process to collect all types of comments and opinions about your firm and its lawyers. 

I wonder, though, about the quality of the feedback using surveys. Sure, it’s a measure against an illusive service benchmark and could provide markers on an aggregate basis that would help flag a trend, but if one of your best clients was dissatisfied with their lawyer there’s a darn good chance they are among the majority who don’t complete your survey. Client retention among your upper echelon of clients should be tracked carefully. They should also be interviewed and not surveyed if you’re serious about keeping them.

Know the risks if you put all your eggs in a client survey basket. And, at the very least, acknowledge the clients that do spend their precious time to tell you how you’re doing, even if you get a bad review. Anything less will damage your image. Besides which, every person, and their dog, deserves better.

Full post as published by Slaw.ca on July 12, 2010 (boomark / email).