Those of you that have worked with me, particularly in law firm or legal marketing, will know that “file velocity” is one of my personal catchphrases.
When I say file velocity what I mean is the speed at which a file or matter or particular client interaction is brought effectively and efficiently from start to finish.
With law firms, some of the most often quoted client frustrations are responsiveness and timeliness.
And to some extent this applies to all products and services. No one wants to go to buy a tv and be told they have to wait a week for it to come from the warehouse. No-one wants to get their tax done and be told it’ll be two weeks till its filed with the tax office. No-one wants to wait too long for a table in a restaurant.
File velocity isn’t about rushing the job, its about demonstrating to the client or customer that you are a professional, an expert and that you were the right choice to provide this particular service or product because you can deliver a quality product within acceptable timeframes.
But hang on, what does this have to do with marketing I hear you say.
Well, if you are serious about marketing your business then you have to remember that marketing isn’t just about what you do to get the client in the door. It also includes the client experience.
I’m often amazed by how many people say they don’t need marketing because clients only come to them through word of mouth. Well, what do you think it is that supports ongoing word of mouth referrals? It’s the client experience – a large part of which is your file velocity.
You’re right John, so what should I do now?
- Think about reviewing your “client experience”
- Conduct a “perfect matter” review exercise to see where you’re falling down
- Consider how you could improve “file velocity” in your business