One Divorce Lawyer's Take On Delivering World-Class Service

By Lynne Jeter
Special to Lawyers Weekly USA

Early in his career, when Mississippi divorce attorney Mark Chinn spotted a client in a neighborhood grocery store, he was dismayed to realize she was dodging him, hiding between the cereal aisle and the dairy counter.

"I was expecting her to notice me, come running around the corner and hug me as her champion," said Chinn. "I thought I had developed a lasting friendship. That's when it first occurred to me that I didn't see things the same way my clients might."

Upon reflection, Chinn understood why the perception might be different.

After a divorce, Chinn realized, his clients "were left without a spouse, probably outside the home they had lived in for years, and spending less time with their children whether or not they were the custodial parent. They'd wound up with probably less than half the assets they had before, plus a legal bill that was never in their budget. So how could they be happy with what I had done, even if I had done the best job possible?"

The incident spurred Chinn to consider ways to create a nurturing environment for his clients, an oasis during a crisis.

The first place he researched was a local hair salon.

"I noticed how much I looked forward to getting my hair cut," he said. "The actual cut was really a very small percentage of the experience. When I walked in the door, candles were lit and water trickled down a fountain. A nice aroma was in the air. Invariably, a pretty young lady behind the counter would smile and say, 'Well, hello, Mr. Chinn. How are you today? My goodness, you look handsome. Are you sure you need a haircut?' Then she'd bring me something to drink in a nice glass, not some cup."

Next, Chinn was treated to a shampoo.

"Do they wash your hair as long as they need to, to get it clean? Actually, do they need to wash your hair at all? Many times, they'll even rub your neck," he said. "Do they need to? No. Do you want to come back? Yes. They have created an experience that far outweighs the service."

Chinn's next stop: other law offices.

"I realized that lawyers generally set up offices for themselves," he said. "You'll usually find green leather chairs, wood paneling, and some silly justice caricatures or lawyer cartoons. Then there's the wall of diplomas and awards and the big mahogany desk. The magazines in the waiting room are usually dog-eared copies of 6-year-old Field & Stream and Sports Illustrated magazines. It looks like a law office, but do clients enjoy their surroundings? No. There's nothing there that makes them feel safe, comfortable and protected - and at home."

The urgency for a dramatic change in his law practice dawned on Chinn after a female client began sobbing uncontrollably during her first visit to his office.

"When I met this lady in the reception area, she smiled and shook my hand," he recalled. "I showed her to my office and had just sat down behind my desk in a big-backed chair when she burst out crying. She told me she was fine until she realized where she was - in a divorce lawyer's office. That experience taught me that coming to a law office is more traumatic than any lawyer could imagine. Clients are terrified of what's about to happen. The law is very foreign to them. For that reason, among others, I decided to redouble my efforts to develop a passion for service."

Chinn attended marketing seminars and devoured books like Joseph Pine's "The Experience Economy," which details creating an experience around a product rather than selling the actual product, and Michael Gerber's "The e-Myth Revisited," which exemplifies anticipating customer needs.

The latter book "explained why customers want to return to a hotel that delivers a high level of personalized service in a subtle way," explained Chinn. "For example, one guest entered his room after dinner to find his favorite brandy waiting for him. The next morning, his favorite coffee had been set on time-brew. A copy of his local newspaper was outside the door. Small details like that sparked brainstorming sessions with my team in our effort to provide an even higher level of service."

Because service begins with an initial phone call, Chinn directed his team to make sure calls were handled promptly and directed appropriately.

"When I called Mr. Chinn the first time, I was disappointed that he was on the phone," said a potential female client, who requested anonymity. "I thought, 'That figures,' but I was pleasantly surprised when, after waiting 10 seconds or so, the office manager came back on the line and apologized for the delay. He immediately text-messaged Mr. Chinn and told me he'd get back to me within 10 minutes.' And he did."

Chinn said he instructs the team to change voicemail messages daily so clients know when to expect phone calls to be returned.

"For someone with a legal problem, hanging in limbo is horrible," said Chinn. "We know we can't be exactly where we need to be for our clients at all times, but we can keep them advised of what we're doing."

When he built his own office, Chinn said he selected a location with easy access to parking.

"Clients are apprehensive enough about visiting a divorce lawyer," he said. "They don't need to search for a parking garage, look for meter space, or walk three blocks. They should be able to drive right up."

To help clients feel comfortable, Chinn said he patterned the reception area after a family room. His wife of 26 years, an interior designer, set the tone with warm colors, cozy sofas and chairs. Candles, fountains, plants, and an array of popular, timely magazines softened the atmosphere.

Immediately upon arrival, the receptionist, who is trained to handle stressful situations, greets clients warmly and hands them their favorite beverage.

"Great care has to be taken in the selection of a receptionist, who is the point person for the entire operation," said Chinn. "That person must have tremendous customer service credentials, and must speak the part, act the part, dress the part, all consistent with the image you want to portray. If not, it's murder to the image of the firm."

The level of service provided by Chinn's team impressed business litigator Stuart Kruger.

"I hired Mark Chinn to help me in my divorce in which I sought custody of my two sons," said Kruger. "Even though I am accustomed to tough court fights, the divorce process was difficult. I needed friends who understood the emotional roller coaster involved in this type of case, and Chinn & Associates provided me with the safe haven that I needed."

10 Tips For Providing World Class Service

1. Deliver an experience instead of a legal product.

2. Decorate your office for your clients, not yourself. Use art, not diplomas.

3. Treat clients as though they have entered the finest hotel in the land.

4. Educate clients in every communication about what is happening and what will happen.

5. Answer questions before they are asked.

6. Treat clients the way you would want to be treated if you had just come out of major surgery.

7. Create client interview areas that have no work distractions, such as phones, computers, and files.

8. Use fresh flowers, plants, fountains, aquariums, potpourri and family pictures.

9. Hire only service-oriented people and create scripts for them to follow.

10. Use your experience and the situation to help your clients make changes that will empower them in their lives. Remember you are also a "counselor" at law.

SOURCE: Mark A. Chinn, Chinn & Associates, PLLC

For the initial client visit, Chinn created an interview room similar to a psychiatrist's office. Inside, there are no windows, computers or phones, no overflowing in-boxes or file cabinets or harsh florescent lighting. Instead, woodland green walls and chestnut carpet provide a backdrop for a cushy loveseat with plump pillows, an understated chair and soft lighting. Simple furniture features family photos, peace lilies and other foliage.

"All those other things - the computer, telephone, file cabinet - are distractions for a lawyer," said Chinn. "You're thinking about what's on your computer, or who's calling on the phone. If there are no distractions, you'll focus 100 percent on the client."

Chinn also updated his personal office to include a round table -"ideal for collaborating on paperwork with clients," he said - and a desk that was authoritative without being intimidating.

"Sometimes I need that obstacle," he said. "For example, if I must have a tough talk with a client, I need to sit in a position of authority so there will be no foolishness."

Delivering world-class service to clients who are not likely to need Chinn's services again is worth the extra effort "because it's the right way to do business," he said, "and it's very satisfying to know that you're helping people who are going through the worst experience of their lives. A big part of my job sometimes is making people feel OK. Then they can settle down, go on with their lives, and help me produce a better legal product."

Client Suzy Hubbard said that if Chinn "had not taken such a genuine interest in my case, lifting me up through his friendship while helping me face the unknown, I would not be at peace with many aspects of my life."

She said that she and her ex-husband "have a better relationship" because of the way the divorce was handled, noting that Chinn has continued to check on her to "make sure I am OK."

Chinn recently surveyed clients to discover why they sought his advice.

"I'd hoped they'd say because I'm brilliant, like Perry Mason in court," he said. "Almost without exception, they simply said they knew I'd get the job done - and in a caring fashion."