CXINLAW Research: 78% of Law firms fail First Impressions Test

4 October 2015

A new research survey by international Customer Experience specialists CXINLAW has revealed some significant, and potentially very expensive, service failings amongst Australian law firms.

78% of initial enquiry contact with law firms did not deliver a very positive result for prospective clients. 45% of firms left shoppers as likely to call competitors and a third of all calls were so poor that an instruction would definitely not take place.

The research No Second Chance: The Importance of First Impressions to Law Firms was produced in collaboration with the Australasian Legal Practice Management Association (ALPMA) and is being previewed at the 2015 ALPMA Summit at the Gold Coast this week. The research sampled a range of firms of various sizes across a range of law practice areas ‚Äď from private and family to business law.

CXINLAW used ‚Äėsecret shopper‚Äô¬†techniques commonly found in the retail¬†industry to establish the quality and impact¬†of client interactions with legal staff. Over¬†65 ‚ÄėPerception Points‚Äô were used to¬†measure performance at the first contact¬†stage. These were combined with results¬†of other CXINLAW data to produce the¬†analysis.

Carl White, Director of CXLINAW¬†(Australasia) said, ‚ÄúThere is worrying stuff¬†for firms in these results. It can‚Äôt be good¬†when over half of online enquiries received no response and when 40% of lawyers are¬†conveying a tone of inconvenience when¬†talking to a prospective client. Firms are¬†spending significant money on branding and promotion, but then not delivering the¬†service promise. Most clients do not know¬†about law, but they know about great¬†service. They get it elsewhere and they don‚Äôt understand why they don‚Äôt get it¬†here,‚ÄĚ he said.

ALPMA President, Andrew Barnes said,¬†‚ÄúWe exist in very competitive times. Law¬†firm differentiators are not easy to identify,¬†let alone leverage. Firms who rely on the¬†personal element of relationships will do¬†well to introduce Client Experience¬†Excellence into their thinking.‚ÄĚ

The report is available free from the ALPMA website. Firms can have their own performance against the report benchmarks by contacting Carl White of CXINLAW.


CXINLAW is a trading division of CXE City, an international consultancy specialising in developing Client Experience Excellence for Law firms. The company developed the first UK report on Client Experience in Law in 2012 and has been at the leading edge of developments in the field. The company opened its Australian office in 2015 headed by our Director, Carl White, who is one of the co-authors of the report.

Interested readers can watch Carl’s compelling 2015 ALPMA Summit presentation "Understanding Your Customers' Experience".

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Adding Value to the Business of Law

The Australasian Legal Practice Management Association, (ALPMA), is the peak body representing managers and lawyers with a legal practice management role.  ALPMA provides an authoritative voice on issues relevant to legal practice management.  Members of ALPMA provide professional management services to legal practices in areas of financial management, strategic management, technology, human resources, facilities and operational management, marketing and information services and technology.