Attorneys in firms can no longer wait for the conveyor belt to bring new client work to them. Economic and cultural changes during the last half-dozen years have caused firms to reassess their marketing strategies in order to continue to obtain additional work from existing clients and to attract business from new clients.
For most firms, obtaining new work from existing clients is the most productive type of marketing. Therefore, more firms are developing and utilizing client surveys to obtain feedback about their clients’ satisfaction or dissatisfaction with the attorneys and staff who served them; the timeliness, responsiveness and value of work performed; the need for additional services; the need for greater cost or quality control; the need for greater lawyer specialization; and whether they would use the firm again and refer the firm to friends and associates.
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