As part of the legal directory research process, law firms are asked to put forward client referees to be interviewed or surveyed by directory research staff. This feedback is intended to help the researcher gain a better understanding of a firm’s practice and lawyers. It will also assist them with their decisions about the rankings.
Therefore, it makes sense for law firms to put forward referees that will provide positive feedback in the hope that it will help improve their ranking position(s). However, things may not always be as simple as they seem.
Insider information:
- On average 70-80% of referees submitted do not participate.
To ensure a better response rate, ask your referees whether they are willing to participate, inform them when they will be contacted by the publications and follow up with them to confirm they have been contacted.
If you have submitted the same referee(s) to different publications and/or asked them to be a referee in the previous year, consider a rotation system. Data shows the same referee is unlikely to participate year on year.
- A third of respondents provide average to negative feedback.
Firms need to properly vet their clients to ensure they are satisfied with the service received before submitting them as a referee. If they are not entirely satisfied, their review could negatively impact your ranking(s). Thinking you have done a good job doesn’t necessarily mean you have, and there is always room for improvement.
- Quality of service and delivery.
In addition to legal expertise, referees are asked to comment on factors such as industry knowledge, commercial understanding, and responsiveness. Some publications also consider service delivery in their rankings.
The legal industry is highly competitive. Providing good service and a good client experience, as well as expert legal advice, will differentiate your firm from your peers.
Areas highlighted by referees as being most in need of improvement (year-on-year trend):
- For firms: Use of technology
- For lawyers: Industry knowledge
Feedback trends – which are the most responsive referees?
- Clients that have been using a firm for less than five years
- Referees in 1) Banking and financial services 2) Legal 3) Investment funds 4) Industrials and Manufacturing and 5) Technology and Telecommunications sectors.
- Referees using Corporate and M&A, Dispute Resolution, Banking and Finance and Intellectual Property services.
At Legal Media 360 we offer business development consultancy services where we assess the opportunities most beneficial to your firm. For more details, please contact williamlo@legalmedia360.com.