Happy clients mean returning clients, referring clients, and clients who pay their bills.
All hail the happy client.
How do you make ’em happy? Surprise them.
According to research, it’s not positive outcomes that make people happy, it’s when those outcomes are unexpected.
If a client hires you and do the work they paid for, along with the usual level of care and concern (“customer service”), it is an even exchange. Money paid for services rendered.
When the client gets what they expected, they are satisfied, but no more. If you give them more than they expect, however, if you surprise and delight them, happiness ensures.
Look at the other way around. If you send a client your bill and they pay it, as agreed, you’re satisfied, right? You did the work and you got paid. NBD.
What if the client unexpectedly pays you a bonus. “Here’s an extra ,000, just because.”
Surprised? Yes. Happy? Hell yeah!
Okay, so how can you give your clients a positive experience they don’t expect?
Do the work a little faster. Send a bill for less than you estimated. Throw in work product they thought would cost extra.
Of course you can also surprise and delight them with customer service. They come to your office expecting to fill out a bunch of forms and then wait to see you. Instead, they see you immediately and learn they can fill out the forms at home. They expect you to talk all about yourself and how great you are. Instead, they find you asking about them and their kids. They expect you to bill from the moment they shake hands. Instead, you tell them the first visit is free.
Figure out what they expect and then surprise them with something better.
Start by making a list of the connection points clients have with you and your office. From the time they first see your ad or find your website landing page, they have expectations. What are they? What do they expect to read on your site? What do they expect about being able to contact you and ask questions? What do they expect when they call?
When a client gets a letter or a bill from you, what do they expect? Once the case is filed, what do they think will happen? When the case is over, what then?
Each interaction with you is an opportunity to surprise that client and make them happy. Start collecting ideas for each of those interactions.
How can you surprise them when they are in your waiting room, for example? They expect water, coffee, and soft drinks, right? What if you offered them a healthy fruit drink or a milk shake from the restaurant next door? They’ve got their kids with them and expect them to have nothing to do. You could provide toys and coloring books, but how about a separate play room and a designated employee to watch them while their parents are with you?
It doesn’t make much to give clients more than they expect because when it comes to dealing with lawyers, they don’t expect much. Look for opportunities to surprise your clients and keep them happy. They may not send you ,000 more than you billed, but you’ll be just as happy when they surprise you with two or three referrals.
More ideas for keeping clients happy: The Attorney Marketing Formula
