What Is Your Firm’s Net Promoter Score and How Can You Improve It?

By Mary Warner posted 09-19-2023 08:00 AM


The following post was written by Jared Correia of Red Cave Law Firm Consulting, one of MSBA's Advantage Partners.


Net Loss: Law Firms Have Really Poor Net Promoter Scores 


Did you know that law firms have a really poor net promoter score? 


Wait, wait.  Let’s backtrack for a second.  Do you know what a net promoter score is?  Essentially, it’s a KPI (key performance indicator), that attempts to determine how likely your clients are to recommend you.  The higher your net promotor score, the more likely your clients are to recommend you.  The lower your net promoter score, the less likely your clients are to recommend you. 


Unfortunately for law firms, their average net promoter score is 25.  That’s on par with wireless carriers.  What does that mean?  Well, it means that the way you feel about Verizon is how your clients feel about you.  In other words, your clients don’t like you. 


But just because an average exists, doesn’t mean your law firm hits it. 


So, take the time to figure out your net promoter score, and see where you land on the spectrum of customer loyalty. 


. . . 

Net Benefit: How to Improve Your Law Firm’s Net Promoter Score 


Above, we addressed the fact that law firms have really low net promoter scores, with an NPS equal to about the average airline provider.  That means your clients like you about as much as they like Spirit Airlines.  You can do better. 


Figuring out your net promoter score is step one.  Step two is improving your net promoter score. The answer to improving your net promoter score comes from the question: How can I make it more likely that my clients will refer business to me? 

Here are at least a few ways: 


Ask for Referrals.  It’s funny, some attorneys don’t ask for referrals.  But how are your clients supposed to know that you want referrals if you don’t address the elephant in the room?  So, be sure to tell your clients that you want referrals and that your business thrives on them.  If they know, they’re more likely to provide them, if they like you, in order to help you out.  Supplement the process by asking for online reviews and make it easier for people to point directly to their support of you. 


Communicate Regularly.  Clients love lawyers who talk to them, especially outside the context of their substantive legal issue.  You didn’t hear this from me, but you can get away with a lot as a businessperson if you’re a good communicator.  A good rule of thumb here is to contact your clients every six weeks, regardless of whether there is a case update to be had.  Just stay in touch.  Likeability is one of the underlying causes for referral-making.  So, just be yourself -- unless you’re a jerk. 


Stay Top of Mind.  If you don’t have an email list for former clients and existing clients, you’re not doing it right.  Sometimes a referral is merely about being in the right place at the right time.  And, sometimes, that place is someone’s inbox.  You never know when someone is going to be in need of legal services again, and you never know who they will seek that referral from.  Making sure you’re top of mind for referrals from your existing clients is a great way to pump up your NPS. 


. . . 


If you need to pump up your NPS, we can help. 


The Minnesota State Bar Association offers DISCOUNTED law practice management consulting services through Red Cave Law Firm Consulting.                                    


To request a consultation, email Jared Correia at, and start running your law firm like a business.