Advertising will persuade just a fraction of the public to choose a particular legal services provider, a new survey has found.
A survey of 25,000 clients by law firm network LawNet published today showed just 3% of people were influenced in their choice primarily by advertising.
Only 4% of respondents to the client satisfaction survey said they were swayed by price. In contrast, existing client relationships and recommendation were still favoured by 50% of the public.
Chris Marston (pictured), chief executive of LawNet, said the results show that law firms should place greater emphasis on sales follow up.
‘Having a great service proposition is all very well, but if enquiries aren’t captured and followed up, that’s a terrible waste,’ he said.
‘Follow up isn’t being pushy, it’s about responding to an identified need. Satisfied clients will bring repeat business and recommend you to others, and our research has proved that services is much more important than price.’
The research flagged up that consumers were more satisfied when they had upfront clarity on timescales and fees, as well as regular progress reporting and fees updates.
Marston said the ‘customer experience’ offered by law firms should now mirror that adopted in the retail sector.
‘In a world where clients can place an order online, choose a delivery slot and receive an almost instant email dispatch confirmation, those expectations are being brought into the legal sector and firms must do all they can to improve the customer journey.’