Trust trumps cost when clients choose a law firm
Biggest-ever sector research reveals client motivations and highlights the cultural shift needed by firms to match growing expectation
Price transparency rules require law firms to open their costings and credentials to greater scrutiny, but reputation and trust are the most important factors when it comes to choosing a firm, according to benchmarked consumer-facing research.
The findings are drawn from the biggest-ever client experience research project conducted in the legal sector, with almost 70,000 satisfaction surveys and 5,000 anonymous experience reviews undertaken during the past six years by LawNet, the collaborative non-profit network for independent law firms, as part of its ISO 9001 audited Excellence Mark.
The responses showed that just 4% of new business is won on price, with two-thirds generated through reputation and trust – comprised of 30% from existing clients, 19% by recommendation and 17% because of the people or character of the firm.
When it came to cost, more important to clients than the price quoted was understanding how charging worked. They also wanted to know the benefits of using the firm and to be kept updated as work progressed, highlighting the need for firms to tackle negotiating and sales skills, as well as strong client reporting.
This reflects findings by the Law Society suggesting buyers cannot differentiate between firms, yet only 28% of firms in national benchmarked surveying[1] explain why a client should choose them. Similarly, SRA research shows 95% percent of lawyers think they explain the charging system clearly at the outset, but only 70% of clients agree[2].
“Many lawyers see negotiating as part of their core skill set, yet our research suggests there is often a skills gap when it comes to talking about costs with clients,” said Helen Hamilton-Shaw, LawNet member engagement & strategy director. “But it is an issue that responds well to targeted action, once firms know they need to develop skills. Across the network, the way that walk-in enquiries are handled has improved by 24% in the past four years, and the way that staff handle a potential sales lead, by asking for permission to follow up on the enquiry, has shown a massive 41% improvement.”
The Excellence Mark is an integral part of the LawNet ISO 9001 standard and the measure by which client service is audited across all member firms. Delivered and measured through independent providers, the resulting knowledge is used to guide improvements, training and future development.
Added Hamilton-Shaw: “We have clear evidence that this process of measurement and support can drive significant performance improvements in firms. LawNet firms are almost 20% ahead of the sector in delivering the sales experience needed to drive new business and 13% ahead in terms of overall client satisfaction, and this follows through into their business outputs.”
Those figures are drawn from the anonymously-conducted experience reviews, where overall performance by LawNet firms increased by 15% from 2013 to 2019. This now stands at 67%, compared with 58% across the rest of the sector[3]. At headline level, overall satisfaction recorded in the benchmarked surveying across all firms stood at 89% in 2012-13. Following targeted action, this now stands at 97%, which is 13% higher than the sector as a whole, according to the LCSP Tracker Survey 2018.
With the rise of online reviews and peer-to-peer recommendations, the survey process is now integrated with ReviewSolicitors to encourage customers to leave comments. Firms are supported in developing the techniques necessary to manage these publicly-posted reviews and currently LawNet members dominate the rankings on the review website[4].
Also measured is the all-important indicator of whether a client would recommend the firm they have used to others and 95% of clients across the network say they would recommend the LawNet firm they used.
Said LawNet chief executive Chris Marston: “We developed our audited Excellence Mark because we saw client-focused service as the most important way our law firm members could add value and differentiate themselves, whilst retaining their independence, individual identity and brand. Six years on, the evidence speaks for itself.”
LawNet’s publication TARGETING EXCEPTIONAL EXPERIENCES: clients | employees | service covering the research and learning is available as a White Paper : http://bit.ly/LawNetClientExperience
HOW IT WORKS:
Regular client experience reviews are a requirement for all members, with independent researchers acting as potential clients to interact with firms. Researchers use the telephone, unscheduled walk-in, web contact, live chat, bots and out-of-hours routes to make their enquiries, with samples being taken across different departments throughout the year, equating to a monthly check-in, but avoiding any regular pattern that firms could identify and respond to. Firms receive one-to-one feedback and in-practice training to support findings.
Client feedback is captured through online satisfaction questionnaires, delivered independently through an online portal, measuring strengths and weaknesses, fee earner performance and overall satisfaction levels. While performance is benchmarked against fellow LawNet members and other firms taking part nationally, firms are offered increasing personalisation to enable tracking of specific issues and initiatives, including an option to share client feedback on the ReviewSolicitors website.
Click here to download PDF of White Paper and images
ENDS
For further information, please contact:
Press information:
Maggie Taylor, Prima PR & Marketing
Direct line: 0207 846 0096 Mobile: 0797 3767 602 Email: maggie@primapr.co.uk
Helen Hamilton-Shaw, Member Engagement & Strategy Director, LawNet
Direct line: 01926 834622 Email: hhamilton-shaw@lawnet.co.uk
Notes to Editor:
About LawNet
LawNet was established in 1989 to enable a collaborative, mutually-owned national network where independent law firms could access big firm resources and benefit from collective purchasing, shared knowledge, best practice and expertise.
All members share a commitment to excellence and must achieve and maintain LawNet’s own ISO.9001 standard and the associated Mark of Excellence in client service.
The combined aggregate turnover of the 70 firms comprising LawNet is currently in excess of £300m – equivalent to a UK Top 15 law firm – with members ranging from £2m to £25m turnover.
Independent research shows LawNet is most highly valued by members for delivering in six key areas – learning, networking, PII, practice development, marketing, compliance. It currently places over £1bn worth of PII cover alone for members each year, which helps stabilise premiums for firms.
[1] insight6 : legal sector client experience benchmarking, 2019
[2] LawNet 2019
[3] insight6 : Client Journey Programme, 2019
[4] ReviewSolicitors rankings September 2019: LawNet firms hold two of the top three rankings, six of the top 10 and 11 of the top 20.
LawNet hits new membership high
LawNet, the collaborative, non-profit network for independent law firms, has announced a record intake of new members, taking membership to 71 firms - the highest for 20 years.
Six new firms have joined during the past year, with the two most recent recruits being London-based William Sturges and Martin Tolhurst Solicitors in Kent, bringing the combined turnover of member firms to more than £300m.
Managing partner Richard Carter of Martin Tolhurst, which has 160 staff across six offices, said: “We were delighted to join a group that had impressed us from afar. We like the fact that the network is member-owned and will support our firm in building our own brand. We are keen to get involved in the excellent training programme and the collaborative approach with like-minded law firms is already evident from our first few days of membership.”
At Westminster-based William Sturges, with just under 50-staff, managing partner James Hannon said: “As a firm we want to make greater efficiencies, and membership will give us access to resources that would otherwise be out of reach to a firm of our size. We expect to see benefits in helping us manage risk, satisfy regulatory requirements and reduce our professional indemnity premiums, as well as giving us marketing and other expertise at a level that we could not otherwise expect to have in-house. The opportunity to share ideas and best practice with leaders in other progressive firms is also very attractive.”
LawNet chief executive Chris Marston added: “Growing the membership increases our influence and our buying power, which is vital for the future success of the network. But we will never lower the bar and any firm wanting to join LawNet must satisfy our stringent eligibility criteria and be a true fit in terms of quality and outlook.
“The new members who join us today are strong, independent, resourceful businesses who, despite being major players in their chosen geographical or sector markets, nonetheless see the value of being part of something bigger.
“They’re drawn to the collaborative, non-competing approach, which is so highly valued by our members.”
He added: “Our membership remains very stable, but consolidation in the sector has an inevitable impact, and we continue to be focused on identifying firms that may add to the mix, as well filling some geographic gaps."
LawNet membership is by invitation, typically to firms fitting the profile of £2m - £25m turnover who are prepared to commit to the LawNet ISO 9001 quality standard, which is mandatory for all firms and incorporates the network’s customer-facing LawNet Excellence Mark programme, through which LawNet firms measure the client experience using mystery shopping and client satisfaction surveys.
LawNet’s ISO 9001 quality standard also incorporates all the requirements of the Law Society’s Lexcel practice management standard, creating a direct route through which LawNet members can achieve dual accreditation.
ENDS
For further information, please contact:
Press information:
Maggie Taylor, Prima PR & Marketing
Direct line: 020 7 846 0096 Mobile: 0797 3767 602 Email: maggie@primapr.co.uk
Helen Hamilton-Shaw, Member Engagement & Strategy Director, LawNet
Direct line: 01926 834622 Email: hhamilton-shaw@lawnet.co.uk
Notes to Editor:
About LawNet
LawNet was established in 1989 to enable a collaborative, mutually-owned national network where independent law firms could access big firm resources and benefit from collective purchasing, shared knowledge, best practice and expertise.
All members share a commitment to excellence and must achieve and maintain LawNet’s own ISO.9001 standard and the associated Mark of Excellence in client service.
The combined aggregate turnover of the 71 firms comprising LawNet is currently in excess of £300m – equivalent to a UK Top 15 law firm – with members ranging from £2m to £25m turnover.
Independent research shows LawNet is most highly valued by members for delivering in six key areas – learning, networking, PII, practice development, marketing, compliance. It currently places over £1bn worth of PII cover alone for members each year, which helps stabilise premiums for firms.
Twitter: @LawNetUK
New training head drives differentiated learning delivery
Specialist appointment will support the development of learning solutions for lawyers in the changing CPD landscape.
The law firm network LawNet is gearing up its training and development delivery with the appointment of a specialist head of learning, in a move designed to tackle any changes arising from the SRA’s current consultation on the future of CPD, which could see an end to the current hours-based approach.
The aim is to provide a wider range of solutions that will enable the lawyers that make up the 2000-strong membership to target their specific learning needs in different ways.
Peter Riddleston joins LawNet as head of learning, quality and development. A former lawyer, he has spent the last 11 years in professional training and development, including a stint at the College of Law and more recently with Landmark Information Group, where he developed their training programme for lawyers.
Leading developments for the network, he plans to add to its face-to-face training programme with the addition of extended online and interactive learning opportunities, alongside more member-led content. There will also be increased emphasis on drawing in delivery from other providers, to expand the offering with differentiated products designed to more closely match the needs of practitioners at different stages of experience, and for those moving into different roles, such as leadership.
He said: “We have a very good face-to-face offering, much of which is free at the point of delivery, and highly valued by the members, but I will be looking to build across the whole range to reflect the changing demands of the profession, drawing in new suppliers and providers to build a differentiated range suitable for members with varied training needs. What also stands out is the huge amount of knowledge and experience within the membership, and I will be looking at how that can be harnessed and shared to enhance our overall learning programme and provide members with tailored learning opportunities.”
He added: “The landscape for CPD training and development is at a crossroads. The response to the SRA’s consultation will guide the future direction, and this may involve a move away from an hours-based requirement towards satisfying demand shaped by an individual practitioner’s particular learning needs – what we need to do is help firms meet any new requirements by ensuring that our learning offering has their needs at its heart.”
Welcoming Riddleston to the network, John Thomas, chief executive of LawNet said: “Our learning programmes are a key component of what gels the network together, and our members quite rightly demand leading edge support. Peter’s past experience will play a vital role in enlarging our offering to existing members and new member firms joining the network.”
ENDS
For further information, please contact:
Press information:
Maggie Taylor, Prima PR & Marketing
Direct line: 01400 251557 Mobile: 0797 3767602 Email: maggie@primapr.co.uk
Helen Hamilton-Shaw, Director of Services, LawNet
Direct line: 01926 834622 Email: hhamilton-shaw@lawnet.co.uk
Notes to Editor:
About LawNet:
LawNet was established in 1989 to enable a collaborative, non-competing national network where independent law firms could access big firm resources and benefit from collective purchasing, shared knowledge, best practice and expertise.
All members share a commitment to excellence and must achieve and maintain LawNet’s own ISO.9001 standard and the associated Mark of Excellence in client service.
The combined income of the 64 firms comprising LawNet is currently in excess of £250m – equivalent to a UK Top 15 law firm – with members ranging from £2m to £15m turnover.
Independent research shows LawNet is most highly valued by members for delivering in six key areas – training, networking, PII, practice development, marketing and compliance. It currently places some £1.2bn worth of PI cover alone for members each year, which helps stabilise premiums for firms.
Twitter: @LawNetUK
LawNet raises the bar with new client service standard
See coverage at: http://bit.ly/12lLZ3A
Firms in the LawNet network have a new stamp of approval to help them stand out on the high street, with the launch of an audited client care mark that’s backed by the network’s ISO 9001 standard.
Law firm network LawNet has launched a ‘Mark of Excellence’ in client service that’s designed to give member firms a competitive edge.
The Mark is set out in a client service charter and will provide a nationally-recognisable and robust measure of quality to clients. Practice performance will be measured through a suite of tools especially designed for LawNet firms, including compulsory online satisfaction surveys, training and mystery shopping. Compliance with the mark will be audited as part of the LawNet ISO 9001 standard.
All LawNet firms must, as a condition of membership, achieve and maintain the network’s bespoke ISO 9001 standard, which was updated last year to include the requirements of LEXCEL and OFR. Now, the Client Care focus has been extended, to make it more immediately relevant to clients and help firms translate compliance into client service excellence.
The satisfaction surveys will be delivered through the Law League online portal, and will enable firms to benchmark themselves against fellow member firms and others nationwide.
The mystery shopping will involve eight samples each year, both telephone and walk-in, and is being delivered through the professional services division of Shopper Anonymous, who will also provide one to one feedback and in-practice training to support their findings.
Launching the Mark, chief executive John Thomas said “Our firms are always focussed on delivering excellence, but we recognise that in the new world it’s not enough simply to be an excellent legal adviser. How you look after clients is what makes a difference, and this Mark of Excellence will give firms the tools to focus on that internally.
“It’s not just lip service to client care, or badging something without substance, this is solid. It’s backed up by ISO 9001 and involves ongoing training, measurement and benchmarking. The audit systems are already in place and proven; this will be a simple add-on for firms that will drive real benefits.”
Firms with an established client service charter of their own, which is at least equivalent, can ask to have their own system accredited, but will be required to undertake the compulsory mystery shopping and online surveying.
LawNet board member Mark Hovell of Manchester’s George Davies added: “I think the Mark of Excellence gives LawNet firms a real opportunity to listen and learn from their clients and to steal a march on their competitors.”
At Lamb Brooks LLP, managing partner Ann Davies said: “This strategy for the future is just what we wanted to hear. I think the Mark of Excellence is a fantastic move, which is going to help all of the firms within LawNet to stand up to challenges facing the legal profession.”
ENDS
For further information, please contact:
Press information:
Maggie Taylor, Prima PR & Marketing
Direct line: 01400 251557 Mobile: 0797 3767602 Email: maggie@primapr.co.uk
Helen Hamilton-Shaw, Director of Services, LawNet
Direct line: 01926 834622 Email: hhamilton-shaw@lawnet.co.uk
Notes to Editor:
About LawNet:
LawNet was established in 1989 to enable a collaborative, non-competing national network where independent law firms could access big firm resources and benefit from collective purchasing, shared knowledge, best practice and expertise.
All members share a commitment to excellence and must achieve and maintain LawNet’s own ISO.9001 standard and the associated Mark of Excellence in client service.
The combined income of the 65 firms comprising LawNet is currently in excess of £250m – equivalent to a UK Top 15 law firm – with members ranging from £2m to £15m turnover.
Independent research shows LawNet is most highly valued by members for delivering in six key areas – training, networking, PII, practice development, marketing and compliance. It currently places some £1.2bn worth of PI cover alone for members each year, which helps stabilise premiums for firms.
Twitter: @LawNetUK
About Law League:
Law League was established in 2010 and is the UK’s leading benchmarking organisation for law firms. In 2013 we will host and analyse over 1.5 million individual questions.
Law League provides law firms with online surveys to monitor how they are viewed by their clients and staff. Uniquely, survey results are anonymously benchmarked. So, not only can a firm monitor its relationships with clients and staff, but it can see how well it is faring against its peer group across the UK.
Results are displayed in easy to view graphics which can be used to improve client retention, develop new business or attract and retain a motivated, efficient workforce all of which lead to increased profitability.
About Shopper Anonymous:
Shopper Anonymous are experts at offering the professional sector feedback through their extensive mystery shopping programmes. The company have franchised across the UK and have highly trained teams of mystery shoppers who have the ability to behave like a normal customer. The mystery shoppers then conduct a series of visits with tailored scenarios to all departments within the legal firm. The feedback is the most comprehensive in the mystery shopping sector. The franchisees are also highly skilled and trained at delivering quality training solutions as an outcome of the mystery shopping results to their legal customers. The company’s mystery shopping products measure the presentation of the office and staff, the customer service skills of the team and the sales skills of the legal expert. Shopper Anonymous is responsible for benchmarking the services standards of the Lawnet members through an on-going and extensive mystery shopping programme. The company has more than 18 years of experience working in the legal sector throughout Australia, New Zealand and the United Kingdom.
First firms complete dual ISO / LEXCEL accreditation
Members of the LawNet network are taking a dual approach to quality management to support compliance and cut audit requirements
Leading law firm network LawNet has become the first in the sector to offer dual quality accreditation to ISO 9001 and Lexcel standards, in a move designed to cut costs and resources for its members.
The LawNet dual accreditation route has been developed to offer firms efficiencies where Lexcel is a requirement in public funded work or for tendering purposes. All members of the network must achieve the LawNet ISO 9001 quality standard within 24 months of joining, with ongoing six-monthly assessments.
Now the firms can also opt for Lexcel assessment at the same time as their regular ISO audit, cutting audit times dramatically.
At Oxley & Coward Solicitors LLP in Rotherham, practice manager Peter Hedley said: “The Lexcel standard is becoming increasingly common as a requirement in tenders and we also wanted to avoid having multiple audits every year to keep our family and criminal legal aid work. We found the dual ISO/Lexcel audit process very easy and knowing we will have just two audits to manage each year is the real bonus. There were very few things in Lexcel that we weren’t already doing, but it helped us to focus on meeting the demands of the SRA handbook and OFR.”
Another firm that has achieved the dual accreditation is Parrott & Coales LLP in Aylesbury. Debbie Rymer, quality coordinator said: “We could not renew our family legal aid contract without Lexcel or other external auditing, and we expected that Lexcel would open the door to new work streams in the public sector and with other bodies that now demand this as a standard.”
She added: “We welcome audits because we use them to improve the way we work, but streamlining any audit process can only be good. “
John Thomas, chief executive of LawNet said: “One of our main objectives as an organisation is to help our firms deliver high quality legal services. We need to make things as simple as possible for them, so they can concentrate on fee earning.
“We are the only group that can offer dual accreditation in this way, with our dual accredited firms having just one audit annually for each accreditation. Devising the dual accreditation has been a complex process from our side, and it has taken some time to put it in place, but our firms will benefit as it will mean far less resources to achieve and maintain the standard, as well as giving another string to their bow in securing work.”
Thomas added: “A number of firms had been asking for this and it’s win win all round, as the Law Society will have more firms going for Lexcel accreditation, and they will be firms that truly understand quality.”
Also coming on line from LawNet shortly is an online portal designed to help firms manage the requirements of the SRA Handbook and Outcomes-Focussed Regulation (OFR) which has been described as providing real tools for firms to use day-to-day.
ENDS
For further information, please contact:
Press information:
Maggie Taylor, Prima PR & Marketing
Direct line: 01400 251557 Mobile: 0797 3767602 Email: maggie@primapr.co.uk
Helen Hamilton-Shaw, Director of Services, LawNet
Direct line: 01926 834622 Email: hhamilton-shaw@lawnet.co.uk
Notes to Editor:
About LawNet:
The combined income of the 67 firms comprising LawNet is currently in excess of £250m – equivalent to a UK Top 15 law firm – with members ranging from £2m to £20m turnover.
Independent research shows LawNet is most highly valued by members for delivering in six key areas – training, networking, PII, business development, marketing and compliance. It currently places some £1.2bn worth of PI cover alone for members each year, which helps stabilise premiums for firms.
Each year LawNet delivers over 60 CPD accredited learning events at venues throughout the UK, covering a wide range of technical legal updates, practice management and business development topics, including a leading-edge strategic leadership and management development programme. All the learning days are CPD accredited, many are provided as a free service within membership, and the member-defined programme ensures that topics tackle key issues affecting that particular area of practice.
All LawNet firms must achieve ISO 9001:2008 LawNet Quality Standard certification within two years of joining, and securing and maintaining that accreditation is a condition of membership. Through a unique agreement with the Law Society, firms can also secure and hold the Lexcel practice management standard and benefit from a simplified dual auditing process for the two marks, with the independent assessment delivered through LawNet.
Twitter: @LawNetUK
Blog: http://thelawnetblog.wordpress.com/