“Customer feedback, another growth engine for Daeryun”...Kookil Kim, CEO of Daeryun Law Firm [Interview]
Establishment of a law firm’s first ‘Customer Satisfaction Center’… “Improve services until customers are satisfied” Recently, law firms provide a wide range of legal services to individuals and companies beyond the role of representing legal disputes. The scope and role are expanding, including legal advice and consultation, as well as the preparation and review of necessary documents such as litigation, arbitration, and contracts. Daeryun Law Firm, which celebrates its 9th anniversary this year, has shown rapid growth and has established itself as an emerging powerhouse in the domestic legal market. CEO Kook-il Kim, who met at Daeryun Law Firm's Seoul headquarters branch office in Yeouido, Seoul on the morning of the 9th, said, "The motto of 'Improve service until customers are satisfied' has been the driving force behind Daeryun's growth." It started. CEO Kim emphasized the importance of ‘customer-centered legal services.’ He emphasized, "We do our best in every case, but we are not perfect either, so there are customers who are disappointed with Daeryun's service. However, to avoid repeating the same mistake, we immediately improved the service until the customer was satisfied. By expanding these cases to the entire system, we created a system to prevent the same disappointment from repeating again." In addition to customer-centered service, another strength of Daeryun is 'challenge'. The ‘three-lawyer team system’ was the first step in that challenge. At that time, it was common in the law firm industry for one lawyer to handle only one client's case, so there were many voices of concern. It was also unfamiliar to lawyers who were not used to collaboration. CEO Kim said, “Change was necessary because multitaskers, where one lawyer takes charge of all cases, had clear limitations both physically and in terms of expertise,” and added, “There were gaps in the legal services provided by each lawyer, but we considered it as a process to provide legal services of the same quality nationwide, maintaining the strengths and supplementing the weaknesses.” Daeryun established the ‘One Firm’ system from this period. All cases received from across the country are collectively managed by the main office, and the case allocation system has been reorganized to increase professionalism by assigning lawyers with the most appropriate skills to the case. And the most important part of this process was, of course, ‘customer satisfaction.’ This was the reason why it was the first large law firm to establish a ‘Customer Satisfaction Center’. CEO Kim said, “Through the Customer Satisfaction Center, I received detailed feedback on the legal services provided by Daeryun,” and explained, “It is because we cannot find improvements if we do not listen carefully.” Daeryun conducted a customer satisfaction survey on about 3,800 case clients early this year. Regarding the fact that 98% of respondents expressed ‘satisfaction’, CEO Kim said, “We tried to immediately improve most of the negative feedback received through the Customer Satisfaction Center.” CEO Kim explained, “Most clients feel a great burden just by being investigated by an investigative agency or caught up in a lawsuit.” He added, “It is also important to relieve clients’ anxiety by disclosing the details of the case handling process.” Daeryun last month aimed to ‘achieve 100% customer satisfaction.’ The Customer Satisfaction Center was expanded to the ‘Customer Management Center’. While the Customer Satisfaction Center focused on customers’ ‘after-action opinions’, the Customer Management Center plans to quickly listen to the voices of clients whose cases are in progress. In addition, in order to strengthen communication between lawyers dedicated to each case and clients, we plan to continuously improve the system for customer satisfaction by activating the ‘online communication program’ launched last July. Meanwhile, in the legal community, there has been criticism recently that law firms that take on large quantities of cases while competing for advertisements for branch offices across the country are managing cases poorly. The main basis is the ‘number of applications for legal service damage relief’ filed with the Korea Consumer Agency. Regarding this, CEO Kim said, “The ratio of civil complaints compared to the 20,000 cases in progress at Daeryun is about 0.2%,” and pointed out, “They are lining up only fragmentary civil complaints without any consideration of the total number of cases being handled by each corporation and their ratio.” Lastly, CEO Kim said, “Daeryun has grown by constantly pursuing change centered on customers, so no matter what customers ask, Daeryun responds. “I want to convey that I am satisfied with the already improved service,” he said, adding, “We will constantly change and grow with ‘customers’ at the center by weaving negativity into positivity.” Reporter Cho Hye-jeong (hjcho@kyeonggi.com)[View full article]
“Customer feedback, another growth engine for Daeryun”...Kookil Kim, CEO of Daeryun Law Firm [Interview] (Shortcut)