How the law firm works with the client to close their legal matter is an often overlooked step in the client engagement process. Whether the case closed with their optimal outcome in tact or not, how it's handled is key. As the point of conclusion is the last step in the active communication process between the client and the firm, it leaves a lasting impression. Thoughtfully handling this phase is critical to setting up that client as a potential source of referral or return.
It's important for firms to close the matter and develop trust with the client while doing so. Maybe the matter went the way the client hoped, maybe it didn't. Regardless of the outcome, how the matter is closed and the communication process is critical to take advantage of that 'last impression' phase.
How should an attorney approach a situation like this to develop trust? Basically, by using the same approach as they would in a personal relationship.
Ending a matter on a bad note isn't helpful for anyone. Attorneys should explain why the firm was or wasn't successful in getting the result the client wanted. The firm should also make it clear that the firm took proactive steps to address the issues for the matter. Regardless of the result, the client knows the firm took an active approach to get the client's desired result.
Communication when closing a case should be respectful and thorough, leaving very little room for uncertainty. Be sure to address each of the elements of closing a matter.
The procedures to close a matter should've been covered in the onboarding phase of the client interaction cycle; make sure to reiterate them here. It helps just in case something got left out during onboarding. The last thing any client or attorney wants is to have to go back and deal with a loose end after closing a case.
It also helps to make the means of communication during case closure easier and more reliable. There are multiple ways attorneys can do this. Giving the client portal access after the case is an option, but recommended only until all open items are addressed. After the case has closed, the client should either receive the information they want that the firm provides outside of the portal. The key is to balance client satisfaction without compromising the integrity of the firm.
The next phase is communicating with the client to see if they are willing to provide referrals or if they would come back to the firm with new matters, if needed. If they are open to referral, make sure the client has the information needed to refer others to the firm. Make is simple for them - likely sending the referred party to the law firm website or by some other preferred method. Make sure the referral knows to mention the referring client and be sure your software lets you track those referrals.
Another good way to foster ongoing communication is through messaging. If the firm has a newsletter, tell the client and offer to include them on the distribution list. Sending a personal email every so often isn't a bad idea either.
Wrapping up a matter is typically the end of continuous communication with the client. Make sure to treat it with respect, thoroughness, understanding. This is the 'last' impression opportunity for many attorneys and clients. Be sure to set it up for success, leaving the door open to future communications.
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