THE VALUE TO a firm of improved client communications cannot be overstated. With a more open avenue of communication with clients, a firm can improve its public image and get feedback on ways to improve service.

This third article in the three-part series will present an efficient and highly creative way to generate client feedback. By forming focus groups, which bring together a group of eight to 10 compatible clients - ones with no political or business conflicts - to solicit feedback on service and public relations, a firm can gain valuable insight on ways to improve profits.

The response rates for these so-called client-advisory panels is much higher than those for written client surveys and the groups provide a greater degree of give and take in communicating, with the end result being that the feedback received will be a very accurate reflection of the client's opinion. Also, focus groups can be held as a separate event or during a firm's retreat.

Improved Public Image

In fact, it is so effective that New Hampshire used focus groups when creating its family court system five years ago. Marketing professional, John Cameron - who later became an attorney - ran three focus groups comprised of a cross section of people involved in the legal system: judges, lawyers, therapists, parties, etc. They all had experience with the family court system and were able to analyze its strengths and weaknesses and to offer ideas on an improved family court system. The report, much of which emphasized the focus group summaries, was submitted to the legislature and the family court system was put in place.

Cameron emphasized that focus groups allow firms to improve service and simultaneously create the impression that they are progressive and creative, which are good public relations images for a law firm.

Professional and trade associations have also used focus groups to improve services, increase member participation and decrease defections. The New Jersey Corporate Counsel Association will soon begin holding focus groups because they have experienced low response rates from written surveys. Lucinda Long, senior vice president and general counsel of Valley National Bank in Wayne, N.J., and chairperson of the Small Law Department Committee of NJCCA, has scheduled the focus groups to begin in October. The goals of the groups will be to identify the priorities of members of NJCCA and to increase participation.

Create Strategy

The steps the NJCCA took to formulate their plans for the focus groups, which is an accurate reflection of most plans, was to first create a strategy and set goals. The association chose three target groups: two comprised of actively participating members and another consisting of members with a low level of participation. Letters are to be sent to 20 potential participants in each group so that eight to ten will actually participate. Groups will be asked questions during a 1 to 1 1/2 hour audiotaped session - video can be too intrusive - from an agenda or script that the outside consultant formulated based on committee goals. Answers that are repeated frequently and are significant or novel - provided they are feasible, of course - will be those that should be considered for possible implementation. To ensure that the process will be thoroughly effective, a report will be issued to participants and other stakeholders.

The following guidelines should be followed when forming a focus group:

1. Try to use an experienced marketing professional to run your focus group. They will establish rapport and elicit more forthright responses.

2. Develop and articulate a clear rationale for holding the focus group within the firm and to invited group members. Narrow the list of issues to be addressed to be completed within a 1 to 1 1/2 hour meeting.

3. When reviewing the focus group findings, use the expertise of the group leader to provide a framework for decision making on proposed actions supported by research and experience.

4. Look beyond the legal profession in considering proposed initiatives from your group results. Borrowing strategy from other industries, as long as it conforms to ethical and professional guidelines, may add creative thinking and initiatives.

5. Report back to the group members, your attorneys and staff. Completing the feedback loop is crucial to gaining the full benefit of investing in this vehicle.

What inquiries should a firm make of focus groups? The list is seemingly endless, but a few are: the feasibility or desirability of multidisciplinary practices; evaluation of services including the extras such as seminars, web sites, newsletters; selection of new services; levels of client communication; the always-sensitive billing issue; future or previously unmentioned legal issues.

Attorneys, some of whom may be already familiar with evaluating jury responses in litigation, could benefit from the direct and broad technique for generating client feedback that the focus group formula provides.

© Copyright 2002, The Success Group

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