The customer success that leads to retention of Hispanic clients isn’t just contingent on positive outcomes of cases. In order to retain more Hispanic clients, you have to take into consideration issues beyond wins in the courtroom. Here are some tips so your firm can retain Hispanic clients with exceptional customer service:
1) Understanding the unique needs of Hispanic clients.
As we noted in a previous blog, the U.S. Hispanic population is very diverse; Hispanic clients have unique sets of needs based on age, gender, immigration status, country of origin, generational status, occupation, and more.
For example, a young Hispanic male who was born in the U.S., is an American citizen, is fluent in English, and who was injured operating heavy machinery has a completely different set of needs than an older Hispanic female who recently immigrated to the U.S. from Honduras, doesn’t speak English, works as a housekeeper in a hotel, and was withheld pay due to her immigration status. Understanding the unique needs of different Hispanic clients such as these–empathizing with their unique situations–is integral to retaining them.
- Delivering exceptional customer service.
Ask yourself the following:
- Are you serving your Hispanic clients based on their unique situations in the language that they prefer?
- Are you empathizing with them and showing genuine care?
- Are you making all documents available in Spanish if they prefer to do business in that language?
- Are you making yourself available whenever your Hispanic clients want to speak with you, using the communications platform they prefer (such as WhatsApp)?
- Are you providing frequent case updates?
If you answered “no” to any of these questions, then you aren’t providing your Hispanic clients exceptional customer service. Answering “yes” to all of these questions greatly increases the probability that you’ll retain more Hispanic clients.
3) Providing ongoing value.
In order to retain more Hispanic clients, you should provide value beyond that of a typical attorney-client relationship. You might consider offering discounts for repeat service, providing free Hispanic-oriented legal information through your social media channels and at events such as mobile consulate visits, and offering a referral reward system. (As we noted in a previous blog, Hispanics are more likely to refer their friends and family members than any other demographic.)
Positive case outcomes are important for Hispanic client retention for sure, but the value you provide the Hispanic community must go above and beyond if you want repeat business from your local Hispanic community.
As a practicing attorney who’s targeting the Hispanic community, you want to win as many Hispanics’ cases as possible; developing a winning reputation will absolutely help you retain more Hispanic clients. But you have to remember that the Hispanic demographic is unique…there’s more to “client success” in the Hispanic community than victories in court. Hopefully, the above tips will help you retain Hispanic clients with exceptional customer service.
