If you’re like me, you use social media to pick a great restaurant. My social media tool of choice is TripAdvisor. If a restaurant has numerous reviews, and is in the top 10%, it’s a winner. In addition to the data, the customer reviews are a wealth of reliable feedback. The stories written by regular people instantly tell you if a place is for you.
What are the three key questions for a great restaurant? First, do they have amazing food? Second, how’s the value? Finally, and all importantly, how’s the service? The top spots invariably score highly in all these key areas. I think all service providers should be graded on the same three keys. I say – choose your lawyer like you choose a restaurant!
When choosing your lawyer, how’s the firm’s menu? Does the firm have an array of best-of-breed lawyers with the specialty areas of practice you need? Does the lawyer’s background include experience at a top firm and as in-house counsel? You want a lawyer who combines great education with real world application – who knows firsthand how business really works. If you’re going to get a great lawyer, the menu should have an array of superb options.
Next, there’s value to consider. Good food at astronomical prices isn’t completely satisfying. Similarly, legal solutions should be presented with reasonable prices and options. Is the hourly rate a small fraction of the BigLaw rate for the same quality lawyer? Is there the option that the lawyer work onsite at your business or remotely – whatever’s best for you? Are there other options like an even lower rate for longer term engagements? All these options are essential for you to know you’re getting a great lawyer at good value.
Finally, how’s the service? Just as TripAdvisor provides a ranking through customer feedback, Net Promoter Score can tell you how a law firm compares. Explained simply, Net Promoter Score asks customers one question: “On a scale of 0 to 10, how likely are you to recommend your law firm to a friend or colleague?” 9s and 10s are Promoters. 6 and below are Detractors. The percentage of Promoters minus the percentage of Detractors is your “Net” Promoter Score. Two key questions when assessing a law firm are: (1) Do they use Net Promoter Score and share the results? (2) How do they measure up? The Inavero 2018 study of law firms in North American sets the Net Promoter Score average at +19%. The best organizations in the world are in the +70% range (think Apple, Amazon, Netflix). If you want great service, alongside a great lawyer with good value, find a law firm whose customers rank them as best-in-the-world. Why can’t a law firm please its customers as much as Apple?
Steve Monk is Founder & CEO at CEO Law, a disruptive law firm that prides itself on having best-of-breed lawyers providing a full range of legal solutions for businesses at prices as low as $100/hour and never more than $250/hour. Our Net Promoter Score goal is +70% – well above the +19% 2018 average for law firms. If you read this article, please email me or call 416-712-7838 (416-712-STEV)!