In my CLE on customer service, I reveal a very simple formula for satisfying customers. Know what they expect and then manage those expectations. The formula is certainly simple, but we all know that it is much easier said than done.
Communication Problem Expectations
One expectation covered in the CLE is communication problems. Of course, I look at managing customer expectations of returning phone calls and emails. Everybody does. But what about the expectation that your message will actually be received? I think it’s safe to say that when a client leaves a message via voicemail or a receptionist, the client reasonably assumes the attorney will get the information within hours. Certainly that has always been the case with phones. (When the call will be returned is another topic that is beyond the scope of this post.)
What about emails? This is an expectation that has changed significantly in recent years. The reason? The popularity of smartphones. I got my first cell phone many years ago when most professionals were buying them for the first time. However, until this year, I stubbornly refused to upgrade my cell phone to a smartphone. Two reasons. First, I prefer to keep my technology needs simple. Why buy a phone with all these fancy features that I thought I’d never use when all I wanted was a phone to talk to people? It never bothered me that I had to wait a few hours to be in front of my computer to see how much money I was losing in the stock market that day. Second, it never ceases to amaze me how rude people are to their smartphones. People check emails at the most inappropriate times. I knew that I would be tempted to do the same and I promised not to become one of those people.
Join the 21st century
So what made me change my mind? Earlier this year, I was scheduled to meet with a coaching client at a local coffee shop at 7:30 a.m. Apparently this attorney was running late as he still didn’t show up by 7:50 a.m. I then called his cell phone number to see what happened. above. It turned out that he was sick and had sent an email around 6:00 am apologizing for the late notice and letting me know that he couldn’t meet with me.
My initial reaction was that my client was not particularly considerate. He should have called me on my cell phone and left a message. Did you really think that I always check my email from my computer at home first thing in the morning? I usually do, but I couldn’t that day. Upon further reflection, I realized that the question I really should have asked myself was “Did my client have a reasonable expectation that I would receive their email before I left my house? The answer is yes. Was it reasonable for my client to expect that I would have a smartphone and that their message would be received. After all, an overwhelming majority of my coaching clients have smartphones. Well, duh…don’t you assume I have one too?
Lawyers have to look beyond their own individual universe when deciding to purchase certain devices. In my pre-smartphone era, I was largely unaware that as smartphones gained popularity, emails were frequently used to leave messages. In my universe, I thought smartphone users sent emails in a more conventional way. I usually check my emails every few hours from my computer and rarely do I get an email that requires an immediate response. Responding within hours usually does the trick. I didn’t realize that so many people with smartphones use email the same way I use the phone; to leave messages that are received shortly after being sent.
be smart
Do you have a smartphone? The latest ABA survey indicates that 25% of lawyers do not. Many of your customers assume that you do and expect their emails to be read quickly. I paid the price of not having a smartphone. If one of your customers sends you an email and your failure to receive the information leads to adverse consequences for your customer, you too will pay the price: a dissatisfied customer.
Which one do you get? Talk to the 75% of attorneys who have one. That is essentially what I did. I talked to my coaching clients and got a lot of feedback. Fast answer. Everyone has their preferences and their reasons. There is no one size fits all. I have an iPhone and I really like it, but that’s just me. The important thing is not what you buy, but that you buy one.
