A regional law firm recently engaged our mystery shopping service designed to evaluate their phone call handling strategies and lead conversion rates.
During the trial, our software recorded 90 incoming calls, and we provided valuable insights into the firm’s client service practices, response times, and overall approach.
Key Findings
Upon completing an in-depth call analysis, we found that the firm received 90 phone calls over the 10-day period. 37% of these calls going unanswered.
Of the answered phone calls, the majority lasted under five minutes, which suggests that enquiries were typically short and to the point. The firm had differing methods of dealing with enquiries with most callers directed to pricing discussions with limited focus on rapport-building. This approach reduced opportunities for building trust and engaging potential clients in a more meaningful way.
Financial Implications
Based on our findings, each missed call (approximately 30 calls) represents a potential revenue loss of at least £750 + VAT per call.
If the firm were able to convert just 30% of these missed calls into clients, this would equate to a potential annual loss of over £270,000 + VAT.
Recommendations
Following the analysis breakdown, we compiled best practice recommendations for the firm that would assist them with improving conversions. These suggestions included refining their call strategies, sales process and technical systems.
As a result of the missed calls, we proposed implementing an overflow system to ensure incoming calls are captured during peak times or after hours, helping to enhance client service and reduce lost leads.
Conclusion
This service highlights several key areas for improving the firm’s call handling process, particularly in terms of response rates and client relationship-building. With the potential revenue loss from missed calls, implementing an overflow system and adopting a more client-centred approach could significantly boost both client satisfaction and the firm’s financial returns.
