Want to know how your clients really feel about you?
Ask them if they would recommend you to a friend.
That’s the truest test of a business relationship, right?
The good news is that that assessment is available as a business metric.
It’s called ‘net promoter score’, and it is a prominent marketing KPI (key performance indicator). The net promoter score (NPS) for a business is derived by surveying clients with a single question: How likely would you be to recommend the business, on a scale of 1 (least likely) to 10 (most likely)? Responses break down across three categories: Scores of 9-10 indicate ‘promoters’ = enthusiastic and loyal clients, who will actively recommend you. Scores of 7-8 indicate ‘passives’ = happy customers who are unenthusiastic, and would be vulnerable to a competitor’s pitch. Scores of 0-6 indicate ‘detractors’ = unhappy customers, who will generate negative word of mouth. But, that’s not the NPS score; you get that by subtracting the percentage of detractors from the percentage of promoters.
If you start to keep track of your own NPS for your law firm, you’ll have some valuable information about how your clients feel about working with you.
But, you can also benchmark that result, thanks to the 2018 Clio Legal Trends Report, which found that the average law firm NPS was 25.
In case you’re wondering, that’s not great – it places law firms on the same statistical footing as credit card companies and airlines, whereas companies like Amazon hold net promoter scores into the 60s.
Where does your law firm stand?
All you have to do is ask.