Customer Service: How to Maintain Loyalty
Carrying out analytical work to collect information and conduct business training, employees of the Moscow City Collegium of Lawyers Pravex, which provide arbitration services, subscription customer services and others, argue that if you ask lawyers, they actually provide quality services and serve their customers “perfectly”, they will always answer: “Of course,” because they are sure that they serve each of their clients better. But when you talk with clients and ask them to give an assessment to the work of the lawyers who serve them, most of them rate the service at three points.
High-quality service is very important for clients, and they always have a choice who to turn to, since thousands of talented lawyers work in this area. However, this choice is sometimes difficult to make, because the criterion is not only a legal product – often people are looking for lawyers who not only provide high-quality legal services, but also make it so that the client is satisfied.
For a law firm, a client is something without which its functioning is impossible. Of course, customers are different – some bring key profit, others – little money. However, in today’s times, law firms are happy with any customers. Therefore, an important task for each company is not only attracting new customers, but also maintaining existing ones. This task becomes especially urgent in conditions of total dumping and market restructuring in connection with events in the east of the state and in Crimea. Accordingly, today, law firms need to include in their marketing strategy such an item as customer retention and maintaining their loyalty.
First of all, law firms must provide quality services. This is crucial for long-term customer service. At the same time, it is necessary to pay attention to the numerous “nuances” of working with each client. In particular, billing should be understandable for the customer, he should call back on his phone calls, and inviting him to his office should appreciate his time and not make him wait for a meeting. Also, there should be an appropriate ethics in relations with the client – let’s say you should not book a ticket to a business class if the client is flying in economy class, because it will look like a lawyer is unjustifiably spending his client’s money.
Also, an important factor for the implementation of property insurance services for the population I would like to note the good organization of searching for an approach to each client. For example, a person who wants to receive such a type of insurance policy as a green card for a car can apply to the Soglasie insurance company, whose employees will provide a full range of services provided in this case.
Recently, the number of law firms that are thinking of introducing internal standards for the quality of services provided to customers has been growing. Preferably, such standards should be created by a team or committee of a law firm of quality. Before people, to prepare such a document, it is necessary to set the task: to develop in detail standards for the provision of quality services, which includes anticipating the smallest nuances that can play a big role.
Most Western law firms have long been actively using quality management systems, while Ukrainian lawyers for the most part do not even realize that such an opportunity exists.
Among the programs that are useful to Western colleagues, it is worth noting the Total quality management (TQM) system. This is the philosophy of universal quality management, successfully started many years ago in Japan and the USA. It is known to the general public as a program of continuous improvement and improvement of the quality of services. Its peculiarity is that it does not provide for the ultimate strategic goal that must be achieved at a certain time – it is a constant process of development and positive changes, which help to meet market trends and customer expectations. In other words, TQM is an enterprise-wide method for continuously improving the quality of all organizational processes.
The main idea of TQM is that the company should work not only on the quality of its products, but also on the quality of the organization of work, including work. Continuous parallel improvement of three components – the quality of products, the quality of organization of processes and the level of qualification of personnel – allows us to achieve faster and more effective business development.
Today, many approaches to improving the company’s quality management system and increasing its competitiveness are based on the principles of TQM. Some of these approaches are already used in the Ukrainian legal business. Among them is ISO certification.
Most of the players in the domestic legal services market are focused on the professionalism of their employees and, probably, on luck, as well as on the corruption of state bodies.