The Start of a New Legal Trend?

04/01/08

So it's a bit unusual to see one of them shake things up a bit. But that's what Ballard, Spahr, Andrews & Ingersoll has done. They've hired a full-time "client interviewer." Furthermore, many other firms are looking at doing the same. Perhaps this is the start of a trend.

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What, you may ask, does a "client interviewer" do? Simple: interview clients, of course. While obvious, this is something new in many ways. Ballard Spahr has hired a former reporter, Debra Nussbaum, to do the job. She will interview clients to gather feedback on the client-law firm relationship. Questions will pertain to such matters as the kind of service the law firm is providing; how communication is working out (i.e., does the client feel understood or cared for?), and whether there are any problems.

Emphatically, Nussbaum's interviews will not include the actual attorneys working on any of the clients' issues. The goal is to increase client satisfaction, which will hopefully increase referrals to the law firm from clients. In turn, the firm's marketing bill will diminish, Ballard Spahr hopes.

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This is a critical area, as many interviews have revealed that the biggest complaints clients usually have are not about the cost of the law firm but the service provided. Take care of the service, and perhaps the client will pay more — especially if clients love the service and refer more to the firm.

This may well prove to provide a new opportunity for employment in Big Law: managing the clients. So if you have good interviewing skills, a sympathetic manner, some familiarity with the law, and an ability to communicate, keep your eyes open. There just might be a new job for you!