Mockingbird Marketing

ABA’s Mystery Call Benchmarking Study

By the American Bar Association Committee on Social Media, Blogs

and Websites

Mockingbird Marketing

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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Overall Score(of Possible 100)