The document outlines a customer research session focused on understanding client satisfaction and the importance of surveys in law firms. It emphasizes the steps for creating, programming, and interpreting surveys to gauge client feedback, highlighting the necessity of anonymity and objective questioning. The session is led by Nika Kabiri, who shares insights on effective decision-making and resources offered by Clio to improve legal practices.

1. Customer Research: How to Gauge
Client Satisfaction
Applying Learnings From the Legal Trends Report at Your Firm

2. Housekeeping
● Session length: 60 minutes
● Use to engage with fellow meetup attendees
and select “everyone” in the dropdown
● Use to ask questions directly to panellists
● Please fill out the survey at the end of the session
● Slides & recording will be emailed tomorrow

3. 3
Agenda
● Meet Nika
● Why surveys
● Writing the survey
● Programming the survey
● Sending the survey
● Interetting the data
● Resources & Clio’s offerings
● Final Q&A

4. Senior Director, Decision Science
4
Nika Kabiri
TODAY’S SPEAKER
● 20+ years studying decision-making in a variety of
contexts
● Author and speaker (see yournextdecision.com)
● Phd in Sociology with an emphasis on choice theory.
JD from the University of Texas.
Contact: nika.kabiri@clio.com

5. Do you know how satisfied your clients are
with your services?
● Yes
● No
● Kind of
Let’s poll!

6. Overconfidence
bias
The natural tendency to
overestimate what you know
and what you can do.

8. How do you know what your clients think of
you?
● I can feel it/ I have a sense
● My colleagues/ partners tell me
● My clients tell me what they think
● I send surveys to clients
● Other
Let’s poll!

9. I have a sense.
We possess limited knowledge.
Bounded rationality.
We know what we remember,
and memories are faulty.
Availability heuristic.

10. I have a sense. My colleagues tell me
We possess limited knowledge.
Bounded rationality.
We know what we remember,
and memories are faulty.
Availability heuristic.
Your colleagues donʼt know
what your clients think. WYSIATI.

11. I have a sense. My colleagues tell me My clients tell me
We possess limited knowledge.
Bounded rationality.
We know what we remember,
and memories are faulty.
Availability heuristic.
Your colleagues donʼt know
what your clients think. WYSIATI.
You donʼt know what your
clients arenʼt telling you.
WYSIATI.

12. ● Hearing it directly from clients reduces
need for speculation.
● Anonymity makes clients more
comfortable, and comfort makes them
more honest.
● Objectively written questions reduce
likelihood of bias.
Why surveys?

13. 1 - Writing the survey
2 - Programming the survey
3 - Sending the survey
4 - Interpreting the results
Four
steps

14. Writing the
survey

15. Introduction
Welcome message
“Thank you for taking this
survey!”

16. Introduction
Welcome message Expectations (purpose
and time)
“Thank you for taking this
survey!”
“This survey will help our law
firm understand how well we
did and how we can do better in
the future. It should talk about
5 minutes of your time to
complete.”

17. Introduction
Welcome message Expectations (purpose
and time)
Rights (confidential
and voluntary)
“Thank you for taking this
survey!”
“This survey will help our law
firm understand how well we
did and how we can do better in
the future. It should talk about
5 minutes of your time to
complete.”
“Your responses will be
anonymous, not tied to you in
any way. So, feel free to be as
honest as you feel comfortable.
This survey is entirely
voluntary. Your legal
representation by [LAW FIRM] in
the future will not be influenced
by your responses to this
survey.”

18. Generally, there are two options:
Satisfaction survey
More transactional
“How satisfied are you/ were you?”
Loyalty survey
More relational
“How likely are you to use me again?”
“How likely are you to recommend me
to a friend or colleague?”

19. Satisfaction survey
1. How satisfied were you overall with your representation by our firm?
a. Very satisfied
b. Satisfied
c. Neither satisfied nor dissatisfied
d. Dissatisfied
e. Very dissatisfied
2. How satisfied or dissatisfied were you with each of the following aspects of your representation by
our firm?
Very
satisfied
Satisfied Neutral Dissatisfied
Very
dissatisfied
Insert what you want to
know about here

20. Satisfaction survey
Very
satisfied
Satisfied Neutral Dissatisfied
Very
dissatisfied
Service you received for
the fee you paid
Lawyer’s knowledge
about the law
Lawyer’s “bedside
manner”
How well your lawyer
understood your needs
Responsiveness of your
lawyer

21. Loyalty survey
1. How likely are you to recommend our firm to a friend or colleague?
2. Why did you provide the answer above?
Not at all
likely
0 1 2 3 4 5 6 7 8 9
Extremely
Likely
10

22. Loyalty survey - optional
3. How satisfied or dissatisfied were you with each of the following aspects of your representation by
our firm?
Very
satisfied
Satisfied Neutral Dissatisfied
Very
dissatisfied
Insert what you want to
know about here

23. Some things to
remember
Regarding the questions:
1. No double-barreled questions
2. No leading questions
3. No “fancy” wording

24. Some things to
remember
Regarding the questions:
1. No double-barreled questions
2. No leading questions
3. No “fancy” wording
Regarding the response options:
1. Responses must be exclusive of each
other
2. Responses, together, must be
exhaustive

25. Let’s take 5 minutes to draft a quick survey!

26. Programming
the Survey

27. Two good options
Google Forms Survey Monkey

28. Sending the
survey

29. When Not until your engagement is over, but
not too far out to where they forget.
Before or after their final payment?
Thatʼs your decision.

30. How
● Send an email invitation that
includes a link to the survey
● Email copy should include a
request, expectations, and rights
○ An ask for them to take the
survey
○ What the survey is for
○ How long it will take
○ Anonymity will be protected
○ Survey is voluntary
● Keep it short and sweet.

31. Let’s take 5 minutes to draft a quick
email!

32. Interpreting the
data

33. The danger is feedback bias

34. The danger is feedback bias

35. Make sure you know what your endgame is.
What are your goals? What do you care about most?
● Providing good value?
● Being trusted?
● Having great customer service skills?
● Getting results?
● Something else?

36. Let’s take 5 minutes to write down
what we care about for our business!

37. Interpreting the data
Look at the data in
aggregate
One bad response isnʼt a reason
to react.
Do you see trends? What are
most people saying?
What are the outliers saying?

38. Interpreting the data
Look at the data in
aggregate
Pay attention to the
“why” they provide
One bad response isnʼt a reason
to react.
Do you see trends? What are
most people saying?
What are the outliers saying?
What specifically are they
unhappy with?

39. Interpreting the data
Look at the data in
aggregate
Pay attention to the
“why” they provide
Line the feedback up
with your endgame
One bad response isnʼt a reason
to react.
Do you see trends? What are
most people saying?
What are the outliers saying?
What specifically are they
unhappy with?
What feedback is most relevant
to helping you achieve what
you really care about?

40. 40
Additional Resources
and Questions

41. Clio Manage
Legal practice management software
Our most popular product—the industryʼs leading solution
to help manage clients, organize cases, and automate tedious
tasks like getting paid and month-end billing.
Clio Grow
Client intake and legal CRM software
Standardize the client intake process with online intake
forms, email automation, and e-signatures to build strong
relationships, and get powerful data insights to grow your firm.
Lawyaw
Advanced document automation
New software for solo, small- and mid-sized legal practices that
streamline information gathering and document assembly with
programmable templates, built-in e-sign and other features.
Clio’s Offerings

42. Polls: Participate to win a $25 Starbucks card ☕
Poll 1: For Non-Clio Users
Would you like to learn more about:
a. Clio’s offerings
b. No, I’m not interested or already
use Clio
42
Poll 2: For Clio users
Would you like to learn more about:
a. Adding Clio Grow for client intake
b. Adding Clio Payments
c. No, I’m not interested or already
use Grow/Payments

43. Additional Resources
43
● Business Decisions Resource: Your Next
Decision - Guide to Making the Right Decisions
For Your Business (Promo Code: ClioLTR)
● Surveys Resources:
○ Net Promoter Score:
https://www.netpromoter.com/know/
○ Client satisfaction:
https://www.qualtrics.com/experience-m
anagement/customer/satisfaction-survey
s/
● Report: 2022 Legal Trends Report
● Clio User Webinar: Reclaim Your Time in 2023
with Clioʼs Newest Features

44. 44
Questions?

45. Thank You