You stress about revenue and income numbers, but at the end of the day, there is one number that matters more than any: UNHAPPY CLIENTS. That’s right, how many clients are unhappy with your firm matters more than any other number. Why?
Unhappy clients will post negative reviews and tell everyone they knew that they should not hire your law firm. But more importantly, unhappy clients point to systemic problems in your law firm and this usually points to one root cause of the problem: poor client communication. The lack of client communication is easily the most common problem faced by law firms.
So, what do you do? Regardless of whether they have legitimate complaints, you need to know about unhappy clients. But you can’t solve a problem that you don’t know exists, so the first step is creating a communication system with clients that allows them to share their concerns.
Step #1: Automated Client Surveys
Create a series of client surveys that ask for their candid feedback. If there’s a problem, you want to know about it. You might send a short client survey at certain intervals in the client’s claim:
#1: After the INITIAL INTAKE CALL.
#2: At the ONE-YEAR ANNIVERSARY of their case.
#3: After their DEPOSITION, and
#4: At the END OF THE CASE.
Keep the client surveys short and simple.
Survey #1: After Intake Call Survey
(For Prospective/New Clients after Initial Intake Phone Call)
Dear [Client's First Name],
Thank you for choosing us during what we know can be a difficult time. We are honored to walk this path with you.
We’d be so grateful if you’d take just a moment to tell us the truth—raw and honest. Your feedback helps us get better. Always.
How did you find your way to our firm? (Was it a referral, online search, or something else?)We’re always curious and thankful to know who sent you our way.
Response: ____________________
Thinking about your first interview with us, how would you rate the experience?
Response: ____________________
(1 = Awful; 5 = Absolutely Amazing! Be honest—we want the real truth.)
Did our New Case Manager make you feel heard, respected, and valued?
Response: ____________________
(1 = Not at all; 5 = 100% Yes)
Did we explain everything clearly and answer your questions in a way that made sense? (1 = Totally confusing; 5 = Crystal clear)
Response: ____________________
How easy has it been to reach your New Case Manager when you needed them?(1 = Impossible; 5 = Super responsive)
Response: ____________________
Overall, how satisfied are you—really—with your experience so far?(1 = Regret calling; 5 = Couldn’t be happier)
Response: ____________________
What could we do better right now? Even the smallest things matter to us.
Response: ____________________
Any other thoughts you’d like to share—good, bad, or in-between? We’re listening.
Response: ____________________
As a token of thanks, here’s a digital copy of John H. Fisher’s book, Win Today. If you’d like a signed copy mailed to you, just email us at intake@fishermalpracticelaw.com and we’ll happily send one.
_______________________________
Survey #2: 1-Year Check-In Survey
(Only for Clients with Active Lawsuits)
Thank you for trusting us with your case. You’re the reason we do what we do.
We ask for your brutal honesty—because good isn’t good enough for us. We want to be great, and only you can tell us how we’re doing.
Has your Paralegal treated you with courtesy, compassion, and respect throughout the case? (1 = No way; 5 = With heart and soul)
Response: ____________________
Are your questions being answered clearly and helpfully?
Response: ____________________
(1 = I’m still confused; 5 = Everything makes sense)
How reachable is your Paralegal or Attorney when you need them?
Response: ____________________
(1 = Crickets; 5 = Always there when I need them)
Would you feel good about recommending us to someone you care about?
Response: ____________________
(1 = No; 5 = Without a doubt)
How would you rate your overall experience with our firm at this point in your case?
Response: ____________________
(1 = Disappointed; 5 = Grateful)
What’s one thing we could do better right now? Please don’t hold back. We want to know.
Response: ____________________
So far, have we met, exceeded, or fallen short of your expectations?
Response: ____________________
(1 = Way below; 5 = Above and beyond)
Any other feedback you'd like to share with us? We’re all ears.
Response: ____________________
_______________________________
Survey #3: After Deposition Survey
(Only for Clients with Active Lawsuits)
Thank you for your courage and strength during your deposition. We know it’s not easy, and we admire you for pushing through.
Please help us improve this journey for you—and for those who will walk in your shoes next.
How easy has it been to get in touch with your Paralegal lately?
Response: ____________________
(1 = Nearly impossible; 5 = Effortless)
Has your Paralegal continued to treat you with compassion, courtesy, and respect?
Response: ____________________
(1 = Not at all; 5 = Always and consistently)
How would you describe the Attorney’s communication—were you treated with kindness and respect? (1 = Dismissive; 5 = Respectful and kind)
Response: ____________________
Were things explained in a way that made the process clear for you?
Response: ____________________
(1 = Totally lost; 5 = I understood everything I needed to)
How reachable has your Attorney been lately?
Response: ____________________
(1 = Not at all; 5 = Always available)
_______________________________
Survey #4: Final Client Survey
(Only for Clients with Active Lawsuits)
Dear [Client's First Name],
Thank you for allowing us the honor of representing you. Your trust means the world to us, and we are grateful for the opportunity to serve you during a difficult time in your life.
We invite you to give us your unfiltered truth. Be brutally honest—because we can only improve if we know what worked, what didn’t, and what we can do better.
Thinking about your entire experience with our firm, how would you rate your overall satisfaction?
Response: ____________________
Would you recommend The New York Injury & Malpractice Law Firm, P.C. to a friend or colleague based on your experience?
Response: ____________________
What could we have done—at any point in your case—to make your experience better?
Response: ____________________
Did our team exceed your expectations, meet them, or fall short? Please explain.
Response: ____________________
Were you treated with dignity, compassion, and respect by everyone you dealt with at our firm?
Response: ____________________
Was communication timely, clear, and helpful throughout the process?
Response: ____________________
Was there any point in your case where you felt confused, overlooked, or uncertain? Please share so we can do better.
Response: ____________________
What was the most meaningful part of your experience with us?
Response: ____________________
Do you have any additional comments or suggestions for our team?
Response: ____________________
Would you like to receive email updates from us, including firm news and resources that may help you or your loved ones?
Response: ____________________
Thank you for sharing your thoughts with us. Your voice matters, and your feedback is a gift that helps us grow and serve better.
You can hire a specialist on UpWork to implement the client surveys using Survey Monkey or TypeForm.
Step #2: Speaking with the Unhappy Client
This is where you get involved. You want to know whenever a new or existing client is unhappy with your firm. When you become aware of a negative client survey, you should first speak with your New Case Manager, Paralegal or Attorney to find out what happened. The client might be harassing and abusive and when that occurs, you might not need to do anything.
But when a client has a legitimate complaint, you should call them. You might tell the client:
“I want you to know that we take this seriously. We’re not perfect and we want to get better to make sure this doesn’t happen again. Is there anything I can do to make this right?”
This shows that you care and you’re taking the client surveys seriously. Clients appreciate the personal touch. If the client leaves a negative online review, there’s a decent chance they will delete it after speaking with you.
Step #3: Fixing the Problem with Your Team
Next, be brutally honest with your team members about the negative client survey. If there was a lack of communication with the client, what can be done to make sure this doesn’t happen again?
Be fanatical about client communication. Perhaps you begin a policy that every client in your firm—new or existing—should be contacted by a member of the team at least once every 30 days and document the client communication on a whiteboard that is visible to everyone in your law firm.
Even if your firm is doing a stellar job, your clients don’t know unless you communicate with them. And when a client is unhappy, your firm is not doing its job (in most cases). That’s why client communication is the most important thing your law firm does.
