Let me tell you about the most powerful metric in professional services that most law firms completely ignore. It’s not billable hours, profit per partner, or even client retention rate. It’s something far simpler and, ironically, far more predictive of your firm’s future success.
I’m talking about Net Promoter Score (NPS).
Now, before you roll your eyes and dismiss this as another marketing metric invented by consultants to justify their fees, let me explain why NPS matters more than ever in legal services, and why implementing it could be the most important thing you do this year.
The Power of One Simple Question
At its core, NPS asks one devastatingly simple question: “On a scale of 0-10, how likely are you to recommend our law firm to others?”
That’s it. No complex surveys. No lengthy questionnaires. Just one question that cuts straight to the heart of client satisfaction and loyalty.
The scoring system is equally straightforward. Responses are categorised into three groups:
- Promoters (9-10): Loyal enthusiasts who will keep using your firm and refer others
- Passives (7-8): Satisfied but unenthusiastic clients who are vulnerable to competitive offerings
- Detractors (0-6): Unhappy clients who can damage your firm’s reputation through negative word-of-mouth
Your NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. The resulting score ranges from -100 (if every client is a Detractor) to +100 (if every client is a Promoter).
Why NPS Matters More in Legal Services
In my work with law firms around the world, I’ve noticed something interesting. The firms that consistently grow faster than their competitors almost always have higher NPS scores. This isn’t coincidental.
Here’s why NPS matters particularly in legal services:
Word of Mouth Dominance
In professional services, word of mouth isn’t just important – it’s everything. Research shows that over 80% of legal service buyers rely on recommendations from others when choosing a law firm. Your NPS score is essentially a predictor of future referrals.
Client Lifetime Value
Legal clients, especially in corporate law, can represent millions in lifetime value. A Promoter who actively refers other businesses to your firm isn’t just valuable because of their own business – they’re valuable because of the pipeline of referrals they create.
Early Warning System
NPS acts as an early warning system for client dissatisfaction. Often, clients will give a low NPS score before they start actively looking for another firm. This gives you a chance to address issues before you lose the client.
The State of Play
In my experience, here’s how law firms typically score on NPS:
Elite firms: +50 to +70
Good firms: +30 to +50
Average firms: +10 to +30
Struggling firms: Below +10
If you’ve never measured your NPS before, you might be surprised where you fall on this scale. I’ve seen managing partners of seemingly successful firms shocked to discover their NPS is in the single digits or even negative.
Implementation: Doing It Right
Here’s how to implement NPS effectively in your firm:
Regular Measurement
Don’t just measure NPS once and forget about it. Set up a system to survey clients regularly – ideally after matter completion and then annually for ongoing clients.
Follow Up
The real value of NPS isn’t in the score itself – it’s in what you learn when you follow up. Always ask Detractors and Passives: “What would it take to improve your score by just one point?” Their answers will tell you exactly what you need to fix.
Close the Loop
When clients give you feedback, act on it. Then tell them what you’ve done. This “closing the loop” process often turns Detractors into Promoters.
Share Results Internally
Make NPS scores visible throughout your firm. Break them down by practice area, partner, or office. Use them in partner reviews and compensation discussions.
Common Objections (And Why They’re Wrong)
I often hear law firms object to implementing NPS. Here are the most common objections:
“Our clients are too sophisticated for this”
Actually, sophisticated clients appreciate the simplicity and respect for their time. Many of the world’s most sophisticated B2B companies use NPS.
“We already know what our clients think”
No, you don’t. Every firm I’ve worked with has been surprised by their initial NPS results. Your perception of client satisfaction is almost certainly inflated.
“It’s too simplistic”
That’s exactly the point. The simplicity of NPS is what makes it powerful. You can always add more detailed questions for those who want to provide additional feedback.
Making It Work Long-Term
The key to making NPS work in a law firm is to embed it in your culture and operations. Here’s how:
Link it to Compensation
Make NPS scores part of partner compensation discussions. Nothing gets attention like tying metrics to money.
Report it Regularly
Include NPS in your regular management reporting. Track trends over time and across different segments of your business.
Use it in Planning
Let NPS guide your strategic planning. If certain practice areas or offices consistently score lower, that’s where you need to focus improvement efforts.
Train on It
Make sure everyone in the firm understands what NPS is, why it matters, and how they can influence it. This isn’t just a metric for marketing or management – it’s relevant to everyone who touches client work.
Starting Today
Here’s what you can do right now to get started with NPS:
- Draft a simple email to your last 100 clients asking the NPS question
- Calculate your baseline score
- Follow up with any Detractors to understand why they gave their score
- Present the results to your partners
- Develop an action plan based on the feedback
The beauty of NPS is that you can start measuring it immediately, with zero investment beyond the time it takes to send some emails.
Don’t let its simplicity fool you. NPS is a powerful predictor of future growth and a valuable diagnostic tool for improving client service. In a profession where differentiation is increasingly difficult and client loyalty increasingly precious, it might be the most important metric you’re not measuring.
Start today. Your future self will thank you for it.