Firms must ring changes to keep clients - survey

MARKETING: shortcomings in telephone manner, says report

Many large law firms risk losing clients if they fail to improve their telephone manners, according to a 'mystery shopper' survey released this week.

Fifteen national and large regional firms were telephoned by research consultants posing as potential small business clients.

They tried to get as much practical information as possible within the course of one phone call, with firms' switchboard and internal transfer performance marked.

The survey, produced by Legal Technology Insider newsletter in conjunction with switchboard consultancy Performance House, found that just 33% of all calls resulted in a query being resolved from the first phone call.

It also found that 21% of incoming calls were initially transferred to the wrong extension, and only 28% of switchboard operators explained or introduced the caller to the extension user.

Although most callers were offered a return phone call, or further information sent or e-mailed to them, in 62% of cases the information failed to materialise.

Charles Christian, the editor of Legal Technology Insider and a Gazette columnist, described the results as 'worrying'.

He said: 'Given the amount of money law firms now spend on marketing activities, it is worrying to see how poor some firms' telephone manners still are, and that basic measures such as ensuring follow-up materials are actually sent out are being ignored.'

South-west firm Bond Pearce came out top of the survey as the best performer with Osborne Clarke in second place.

Bond Pearce managing partner Simon Richardson said: 'For current and prospective clients the first impression of the firm is important.'

Victoria MacCallum