The Gazette 1982

GAZETTE 1982 Client Care is Business Care by Maxwell Sweeney W ELL-ESTABLISHED client relationships are a highly desirable objective of solicitors; preliminary impression has been acquired before the actual meeting. Tattiness outside the building and in the reception area all contribute to that Dickensian impression. JULY/AUGUS T

once established, these relationships must be nurtured by good and efficient service. The problem arises in the assimilation of new clients, who are essential to the refreshment and development of any practice. The image of the solicitor in the public mind, certainly in the minds of many prospective clients, is still tinged with Dickensian impressions. Unfortunately, the exterior of many offices — and sometimes the offices themselves — does little to alleviate this impression. Many prospective clients approach a solicitor's offices with a degree of apprehension; they are entering unknown territory which they feel, in an undefined way, is associated with "trouble". They are psychologically disorientated, a condition frequently observed by solicitors when a witness is in the box for the first time. This atmosphere is not conducive to an early establishment of a good relationship. Most solicitors have a good approach to clients, but what may have happened between the decision of a prospective client to visit a solicitor for the first time and arrival of that client at the office? Presumably a phone call has been made to arrange an appointment. How was that call handled, initially at the switch- board and, subsequently, by whoever arranged the interview? The selection and training of telephonists and receptionists is important; it is at this point that the "public relations" of the practice are most frequently at fault. Too often the name of the practice is mumbled or, alternatively, rattled out in a manner which causes the caller to re-check, a cause ot irritation for both the caller and the receiver of the call. The over-exuberant manner, apparently encouraged at some advertising agencies, may be admirable for their stylised approach, but is not to be recommended for a solicitor's practice! A simple, clear statement of the practice name and an inquiry as to how the caller may be helped is all that is needed. The off-putting cross-examination attitude is too frequent; just a suggestion that the receptionist is interested and cares about the caller is all that is needed. "Be interested" is the recommendation. Solicitors — and members of their staff — sometimes appear to forget that it is clients who provide their income. Waiting areas are a disaster in many establish- ments. The members of the practice have probably become so familiar with these areas that defects and discomforts no longer make any impact on them, but they can have a very depressing effect on the tirst- time visitor. While waiting areas are not expected to have the decor of a popular lounge bar, reasonable brightness and comfort should be provided. The solicitor, as a member of a caring profession, aims to put clients at ease; this is more difficult if a poor

To remind a solicitor that he should not keep a client waiting longer than necessary may seem impertinence, but it does happen; the solicitor might be reminded that delays may seem, to the stranger, to be a ploy to impress. Sometimes they are! If a delay is inevitable, a solicitor should ensure that the person in the waiting room is made aware that the solicitor knows he or she has arrived and that the delay is unavoidable. A solicitor should remember that while, to him, the new client may come in with "just another case", to the client it is the most important case. Does the office into which the client is ushered to meet the solicitor for the first time suggest orderliness? Not always! The client ideally should find in the solicitor's own room, a reinforcement of good impressions gained on the way, through initial reception and treatment. One of the most frequent complaints about solicitors is that of delay. Members of the profession know the legitimate reasons for many of these delays; the client doesn't. A "holding" letter or a phone call can do a great deal to increase confidence. Solicitors, usually with some justification, assume that new clients know little or nothing of legal matters. A new client therefore starts from scratch and, while that client may be unsophisticated, treatment that suggests half-wittedness is irritating. Time spent in breaking down the invisible barriers between the "all-knowing" professional and the "helpless" client may seem to be time wasted, but a very real psychological barrier can exist, created by the confused impressions of the client, all too often compounded by his initial reception at his solicitor's office. The profession cares for its clients: a client who is conscious of this attitude will be a good client and will subconsciously promote the interests of the individual solicitor and of the profession. Word of mouth publicity is the best and cheapest publicity in the world and it contravenes no rules! • Maxwell Sweeney is Public Relations Consultant to the Law Society. LAND REGISTRY — Telex Facilities Telex facilities are now available at the Chancery Street Office of the Land Registry, which caters for all counties other than Dublin, Roscommon, Sligo, Mayo, Galway and Clare. The number is 90331 L Reg EI.

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