We all appreciate today that the appearance of a law firm website is not just compared by consumers to other law firm websites, but to all other online content. It is more challenging to get some lawyers to appreciate that the client compares their experience with their law firm to all other types of consumer experiences. Many lawyers completely fail to appreciate this reality, arguing that legal advice and legal work product is of primary importance as compared to the client experience.
“Go to a Disney theme park and you will understand the client experience, “ says Kenneth Grady, Lean Law Strategist of Seyfarth Shaw in his post “Embracing the Client Experience.” He notes that Disney is famous for having standard operating procedures that cover all the elements of its theme parks. Many law firms on the other hand cannot even standardize the language of routine documents between different lawyers within the firm. Do not believe that general counsel and other sophisticated clients fail to notice that. I won’t regurgitate Kenneth Grady’s other important points here. Suffice it to say that every lawyer should read his post.
Many have noted that it would be outstanding training for a law student to experience retaining a lawyer and being a client. I have discussed this with lawyers who practiced a decade or more before becoming a client themselves. They have uniformly noted that it was an eye-opening experience.
For a little taste of that experience, I direct you to Bruce MacEwen’s Adam Smith Esq, blog where he discusses in a series of posts, the inconsistent (and from an outsider’s view, puzzling) experiences of being a large New York City law firm client.
Hopefully, your law firm is doing a better job with the client experience. If you are not sure, then passing around the above information to your fellow lawyers is warranted. I also note my article Care and Feeding of the Law Firm Client which includes a link to download The 10 Commandments of Good Client Relationships