How Easy Is It to Do Business with Your Firm?
First impressions matter. We all know this, yet it’s surprisingly easy to overlook how those first interactions shape a client’s perception of your firm. While perfection is impossible, and no firm gets it right 100% of the time, the question remains: Is your firm actively making it easy for clients to do business with you?
At Rob Knights & Co, we work hard to ensure a smooth, professional experience for our clients from the very first point of contact. Many firms do the same, particularly those that have introduced roles like “Director of First Impressions.” But titles aside, it’s worth stepping back and assessing whether your firm’s processes truly facilitate strong client engagement – or unintentionally create barriers.
The client’s perspective: two common frustrations
1. The never-ending hold queue
Recently, I tried to contact a practitioner at a well-established, multi-partner firm. My first call was met with a recorded message:
“Our receptionist is currently busy. Your call is important to us. Please hold.”
This is common, and in most cases, a brief wait is understandable. But after a long delay, I was left wondering how clients might feel if they encountered the same experience. I called again, this time timing the wait – nearly 10 minutes. Just as I was finally connected, the call was dropped. I tried once more, and while the wait time was shorter (around five minutes), the experience left a lasting impression.
If this is what prospective or existing clients go through just to reach someone, how does that reflect on the firm’s overall service? No one expects a receptionist to be instantly available, but if long hold times are the norm, it’s worth considering whether alternative solutions – such as call-back options or a more structured call-routing system – could improve the experience.
2. The dead-end conversation
Another frequent frustration is when a firm’s staff don’t proactively manage a call. I’ve often contacted businesses and asked to speak with someone, only to be told:
“They’re not available.”
And then… silence.
No offer to take a message. No suggestion of who else might be able to assist. Just a full stop.
As a client (or potential client), it leaves you questioning whether the firm values your business at all. A simple “Can I take a message?” or “Is there anything I can assist with?” goes a long way in maintaining goodwill and ensuring that opportunities aren’t lost simply because a key person wasn’t available at that moment.
Proactively improving your firm’s first impression
Your firm’s client experience begins long before an engagement letter is signed. It starts with every phone call, every email response, and every interaction—no matter how small.
If you’re serious about client retention and growth, it’s worth conducting a quick audit:
- Call your own office (or ask a trusted third party to) and evaluate the experience.
- Ask clients about their interactions – are there frustrations they haven’t voiced?
- Equip your team with scripts or guidelines to ensure seamless communication.
Small refinements can make a significant difference in how easy (or difficult) it is for clients to work with your firm. Because at the end of the day, if a client finds it difficult to reach you, they’ll eventually stop trying.
With over 50 years of experience, Rob Knights & Co provide expert benchmarking and consulting services tailored to meet your unique needs.
Contact us today to discuss how we can support your firm’s performance.
