Canadian Lawyer Magazine quotes Toronto lawyer Howard Kaufman in an article regarding the importance of law firms getting feedback from their clients and the proper strategies law firms should implement to retrieve information from clients.
“Surveys might also validate the work of the firm or the lawyer and may be used in promotional material. The information gleaned can ultimately be used to provide some useful analytics for the firm, says Howard Kaufman, who was in-house lawyers at Xerox for years before becoming counsel at Fasken Martineau DuMoulin LLP in Toronto. “You need an objective, statistical type of information periodically to know what’s happening in the marketplace and how you rate,” he says.
Client surveys don’t always have to be done after the work is completed. They can also serve as a business development tool to recruit clients. Kaufman suggestions corporate counsel sometimes warm up to lawyers surveying the marketplace to target specific clients, asking them about their needs, concerns and key issues and providing awareness of what the firm does well.”