The CX Secret Weapon: Listening to Your Frontline Staff
When it comes to improving client experience (CX) in law firms, decision-makers understandably often focus on neatly-packaged quantifiable data points. But there’s a vital voice that’s frequently overlooked—the frontline staff.
These are the individuals who interact with clients on a daily basis, from receptionists to paralegals to lawyers themselves. Their close proximity to the client journey gives them a unique understanding of what clients truly value, and their insights are often far more practical and immediate than what can be gleaned from reports pulled from the Practice Management System.
The truth is simple: frontline staff see and hear what clients experience. They know the pain points, the frustrations, and the moments that spark loyalty. To truly improve client experience, law firms must create a culture where these voices are heard, acknowledged, and acted upon.
The Frontline Knows What Clients Want (and Don’t Want)
In a 2019 report by McKinsey on customer experience in professional services, one key takeaway stood out: organisations that actively engage frontline staff in decision-making improve their client satisfaction by up to 10%. This is because frontline staff, through their frequent interactions with clients, are able to see patterns and common themes that others may miss. Whether it's a recurring complaint about communication delays or praise for prompt follow-ups, they have a pulse on what clients appreciate—and what frustrates them.
For instance, in a law firm, paralegals and administrative staff often handle the day-to-day communications with clients. They see first-hand how a missed deadline or a lack of follow-up can lead to client dissatisfaction. They also see the positive impact of small actions, such as a quick response to a client query or simply taking the time to explain a process in plain language. These insights are crucial for developing strategies that enhance the client experience.
Creating a Culture of Listening
For law firms to truly improve client experience, they must develop a culture where frontline staff feel empowered to share their insights. This means creating formal channels for feedback, such as regular meetings or surveys, but also fostering an environment where these employees feel their input is valued. When firms take the time to listen, they are not only gaining valuable insights but also boosting staff morale by showing that their expertise is recognised and appreciated.
A Harvard Business Review study found that employees who feel their voices are heard are nearly five times more likely to feel empowered to perform their best work. When law firms tap into the knowledge of their support staff, they are not just improving the client experience—they are improving the overall performance and culture of the firm.
Actionable Insights Lead to Real Results
Listening to frontline staff isn’t just about gathering data; it’s about taking action. Once firms have collected insights from their staff, they must act on this feedback to make tangible improvements. Whether it’s streamlining processes, improving communication channels, or addressing recurring client concerns, the key is to ensure that frontline feedback translates into real change.
By adopting this approach, firms can deliver a client experience that’s not only aligned with high-level goals but also deeply rooted in the realities of day-to-day client interactions. And that’s where true competitive advantage lies—delivering an experience that’s genuinely responsive to client needs and expectations.
Conclusion
In the fast-evolving legal landscape, where client expectations are higher than ever, law firms cannot afford to ignore the insights of their frontline staff. These individuals have a direct view of what clients truly value, and by listening to them, firms can bridge the gap between strategy and reality.
As Simon Sinek has often pointed out, great leaders don’t have all the answers—they ask great questions. For law firms, those questions should start with their frontline staff.
