Mockingbird Marketing ABA’s Mystery Call Benchmarking Study By the American Bar Association...

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ABA’s Mystery Call Benchmarking Study

By the American Bar Association Committee on Social Media, Blogs

and Websites

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MethodologyThis report includes the results of phone calls to your front desk, posing as potential clients. Please note the results are anecdotal and NOT a statistically significant sample, but SHOULD provide general guidelines for improving your overall intake process.

At least two calls for each firm were placed after hours or during the weekend – additionally we’ve contacted firms via online form fills when available.

Each slide contains either two pie charts or a column chart. The first pie chart is the industry benchmark and the second is your own firm’s performance. The column graphs – the blue lines are industry benchmarks and your firm is represented in red.

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1. Who picked up the phone?

No Answer3%

Voicemail32%

Human Answer65%

Who Picked Up the Phone?

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2.Did I speak with an attorney?

No91%

Yes9%

Did I Speak with an Attorney?

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3.How often was I placed on hold?

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4.How long was I on hold for?

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5.Greeting

Generic "Law Firm"22%

Name of Law Firm72%

Rude/"Hello"6%

Greeting

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6.Did they tell me their name?

No56%

Yes44%

Did They Tell Me Their Name?

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7.Did they use my name?

Never47%

Once19%

Naturally in conversation34%

Did They Use My Name?

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8.Did they take my phone number?

No45%

Yes55%

Did They Take My Phone Number?

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9.Did they take my email address?

No86%

Yes14%

Did They Take My Email Address?

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10.They set a time and date for next steps.

No70%

Yes30%

Did They Set a Time for Next Steps?

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11.They asked detailed questions.

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12.They explained the process and next steps to me.

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13.They showed empathy towards me.

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14.They were polite and professional.

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15.They proactively explained pricing and fees.

No84%

Yes16%

They Proactively Explained Pric-ing and Fees

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16.How long did they get back to me after leaving a message or voicemail?

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17.How long did it take to get back to me after submitting an online form?

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Comparison – how we match up against other firms across all metrics.

YOUR FIRM HERE

AA BB CC DD EE FF GG HH II JJ KK LL MM NN OO PP

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30

40

50

60

Overall Score(of Possible 100)