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28/03/06GfK NOP Custom Research External Reference Team
External Reference TeamQualitative Findings
Presented to: The Law Society
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GfK NOP External Reference Team 28/03/06Custom Research
Qualitative Objectives
Research was required to obtain in-depth feedback from solicitors on key elements of the March Non-Regulatory Transformation Council paper:
Who should the Law Society service in the future? What qualities do solicitors want from the Society? What core values should the Society have?
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GfK NOP External Reference Team 28/03/06Custom Research
Qualitative Research Coverage
Individual Solicitors Associate/Assistant level, 1-10 PQE, Top 20 City Firm,
London Partner level, 10+ PQE, Norwich Mix of Employed in central/local Government and commerce
and industry, London
Firms Managing Partners in Firms 6-12 solicitors, Nottingham Sole Practitioners, Manchester
NB. Spread of age, gender and ethnicity
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GfK NOP External Reference Team 28/03/06Custom Research
Qualitative Note
The findings in this document are qualitative in nature. They are derived from a small, representative sample. As such, these findings are directional and should be considered indicative rather than conclusive.
Legend: A/AS = Assistant/Associate Solicitor; I&C Employer = Employed in Industry & Commerce/Govt.; SP = Sole Practitioner; MP = Managing Partner
28/03/06GfK NOP Custom Research External Reference Team
Summary
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GfK NOP External Reference Team 28/03/06Custom Research
Who should the Society serve?
Total endorsement for the Solicitor as core focus, indeed some argue they should be the only focus
There is the potential for conflict in supporting organisations as well as individual solicitors, especially if it includes those beyond private practice, but also if the firm pays the membership fee
There is a strong need to declare if the Society is obliged to/intends to cover Tesco Law/MDPs/etc (but this will cause a lot of unhappiness if included)
The split between primary and secondary customers implies the Society is diluting its energies; the focus and message must be clearly on individual solicitors
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GfK NOP External Reference Team 28/03/06Custom Research
Unique qualities
If the Society were able to perform all the functions implied in the 12 qualities it would be unique
They signify all the things that the Society should be doing, and it is hard to disagree with the sentiments
Some fear there are too many and the Society’s effectiveness will be diluted
The statements don’t clearly explain the potential benefits of joining; they are currently expressed as internal speak
The most compelling and unique qualities are: Collective voice of the profession Promoting/protecting solicitors in private practice; fighting their corner Providing the tools/practical resources for solicitors to do their work Providing commercial services (e.g. cheap finance for young solicitors) Largest promoter of pro bono work
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GfK NOP External Reference Team 28/03/06Custom Research
Overview of values
Very much standard mission statement speak, but these are all essential core values of any modern organisation
There are too many of them and this again implies a dilution of effort/attempt to include everything rather than focusing on key issues
Consequently they do not mark the Society out as attempting anything different
They all interconnect – they are different facets of serving the members
The only one that stands out as different is Equality and Diversity which is more a statement of fact, rather than a value per se
Most are very aspirational – the Society has a long way to go to demonstrate them
28/03/06GfK NOP Custom Research External Reference Team
Who should the Law Society serve?
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GfK NOP External Reference Team 28/03/06Custom Research
Who should the Law Society serve? Primary Customers
The primary focus of the Society must be individual solicitors This means all solicitors from those working in the smallest to
largest firms and those working in-house as well Focus should include students/trainees and those thinking
about law as a profession Acceptance that the Society can also serve organisations/entities
providing legal services based on current private practice model in non contentious areas, e.g. provision of advice Note though, some fear of conflict if firm paying individual’s
subscription then TLS will side with firms as they are the paymasters
Serving beyond the private practice is highly contentious – Tesco Law/MDPs/licensed conveyancers/claims management companies are seen as a competitive threat
It is felt that given the diversity of the profession the Society is in danger of diluting its aims if it diverges away from its core focus
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GfK NOP External Reference Team 28/03/06Custom Research
Who should the Law Society serve? Secondary Customers
Agreement that there is some limited scope to serve Consumers, but only when this is clearly in the interests of solicitors: e.g. promoting the value of solicitors, directing consumers to law
firms, keeping solicitors in the public eye, publicising pro bono work, Home Buyers Pack
In areas of public interest, the only area where the Society should become involved is on issues of law directly affecting the profession, e.g. Proceeds of Crime Act, court procedures/form of law courts, personal injury claims (to go beyond this deviates into party political issues)
Some concern about having primary and secondary focus/customers as this implies a two-tier society
NOTE: Desire is to be called “members” of a membership organisation.
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GfK NOP External Reference Team 28/03/06Custom Research
Who should the Law Society not serve?
There was general agreement that the following areas/parties are not
appropriate for the Law Society to get involved in: Internal interests of the Law Society
The Society’s past record of pursuing internal issues often been to its detriment
General issues relating to the Government and politicians The Society should be a-political, outside of the political
arena Other legal sector groupings such as the Bar Council, Institute
of Legal Executives The Society should remain an organisation for solicitors
Employers of in-house solicitors They are not directly involved in the business of law
28/03/06GfK NOP Custom Research External Reference Team
Unique qualities
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GfK NOP External Reference Team 28/03/06Custom Research
1. National body representing entire profession3. Collective voice of the profession on issues of importance
Both are very important functions and indicate a unique function
However the claim can only be made if membership is compulsory/all of the profession is represented
Note that both statements perceived to be covering the same sentiment
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GfK NOP External Reference Team 28/03/06Custom Research
2. Single most accessible source of essential information
Particularly relevant to smaller firms, although sole practitioners debate whether it could fulfill this role and think it is too ambitious
Cannot make this claim at the moment as other organisations provide more accessible information, e.g. Lawtel online case law
Would be relevant if the Society could provide information at a more competitive price than commercial suppliers
Information must be easily accessible via the web, as well as via telephone
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GfK NOP External Reference Team 28/03/06Custom Research
4. First consultee of the Regulator
General agreement that this is the right thing But confusion over how this would work in practice and
how it would be implemented
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GfK NOP External Reference Team 28/03/06Custom Research
5. Protecting the independence of lawyers in relation to upholding the rule of law
A noble intention – and one that only the Society can do However, this is felt to be an occasional need and it is not
entirely understood In-house Government lawyers associated strongly with this
quality
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GfK NOP External Reference Team 28/03/06Custom Research
6. Campaigning for more favourable legislation and conditions
This is an important role, but must be strongly on the side of the solicitor – “making life easier”
Need to consult with the profession on campaigning areas; where these are related to legislation governing the profession, but must not stray into any contentious areas, e.g. legislation on euthanasia
Campaigns have to be professionally presented – high level PR skills are required
Move away from the “faint air of apology” currently exhibited and tendency to “hide” things in a corner of the Gazette
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GfK NOP External Reference Team 28/03/06Custom Research
7. Promoting respect for the badge of the solicitor
The Society needs to promote more than respect – it should be championing the solicitor above all others
Is it the only body doing this – treading on local law society toes?
Could be amalgamated with 1
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GfK NOP External Reference Team 28/03/06Custom Research
8. Leading provider of career and professional development services
Seen as an aspiration, cannot claim this at the moment and it is already a crowded market, both in terms of career (recruitment consultants) and providers (training courses)
Needs to be very competitive/offering a recognized standard Source of objective advice more apt Areas where provision might be more appropriate are services
related to practice management and ethics
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GfK NOP External Reference Team 28/03/06Custom Research
9. Leading mechanism for improved and sustained market penetration at home and abroad
The Society is recognised as having the ability to market the profession
An important quality, particularly relevant to sole practitioners and to those who would need to convince their employer to pay
Needs reworking to be in plainer English
Doubt that the Society can achieve this based on past performance – doesn’t fight for solicitors
Examples of the types of marketing that would be in the interests of solicitors mentioned by respondents include: Publicising HIPS/wills as being available from solicitors Educating consumers to what solicitors can offer
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GfK NOP External Reference Team 28/03/06Custom Research
10. First point of contact for resolving professional issues
Should do this – offer a mediation service Is this also the ethics and guidance line? Needs to be more explicit as to what this involves
28/03/06GfK NOP Custom Research External Reference Team
Core Values
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GfK NOP External Reference Team 28/03/06Custom Research
Progressive and proactive
Relevance of value : Definitely required – the issue is
how strongly can the Society demonstrate this
Some felt that there has to be a more flexible and adaptable approach, thus “Evolving and adapting” rather than progressive, would be preferred or at least acknowledged
Note that there is no desire for change for change sake
Re-brand, re-name, re-birth Set out proper mission statement, and be
explicit about aims Talk to and consult with members more;
have online voting Produce report on what did last year, what
spent on it, what plan to do next year Regularly review policies and services to
keep them fresh and current Adopt best practice from other professional
bodies Be agenda-setters without losing focus on
customers Reach out via other forum to connect with
the profession, e.g. via other law society groupings
Use IT more, e.g. members vote online “Heavy duty” PR skills and campaigning
What the groups suggested TLS needs to do to demonstrate/exhibit values:
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GfK NOP External Reference Team 28/03/06Custom Research
Focused on customers and delivery
Relevance of value: This is vital in a membership
organisation, it goes without saying
However, “Delivery” is unclear – delivery of what?
Use of the word “customer” is disliked, “member” or “solicitor” is preferred and more explicitly supportive of the profession bearing in mind that it feels badly served at present
More info in the Gazette on what the Society is doing
Updates by email on campaigns and outcomes
Focus on delivering what members want Must have a mandate from members before
taking action Consult more though online surveys,
questionnaires, focus groups A vastly improved website; less ‘stodgy’ ,
faster, user friendly More online services Have a contract with members, with
redress for failure to deliver Set benchmarks and measure them Consult annually on the coming year’s
actions/focus at the time of PC renewal Helpline for problems; sounding board;
website discussion forums, etc Easy to absorb, bite-sized information Returning calls/answering the phone
What the groups suggested TLS needs to do to demonstrate/exhibit values:
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GfK NOP External Reference Team 28/03/06Custom Research
Transparent and accountable
Relevance of value: Absolutely essential if membership
is paying
Publicise where things are, e.g. Council minutes easily available on web
Have the Council audited Have an elected President Newsletters from the council by email on
what campaigning on Publish annual accounts, explain how
money is spent Make information readily available, in
language/format appropriate for audience
What the groups suggested TLS needs to do to demonstrate/exhibit values:
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GfK NOP External Reference Team 28/03/06Custom Research
Efficient and effective
Relevance of value: A given – all organisations need to
be this Possibly needs to be
combined/subsumed in to the other values
Reduce paperwork Reduce headcount Reduce number of council members to
make decision making more efficient Use up-to-date systems, e.g. have digital
copies of library material, rather than faxing library documents; online access to the library/ forms/basic statutes
Set targets for turnaround times on service delivery
Maintain low membership fees
What the groups suggested TLS needs to do to demonstrate/exhibit values:
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GfK NOP External Reference Team 28/03/06Custom Research
Accessible and responsive
Relevance of value: The Society has to be these if it is
to fulfill all the other core values Strong sense of the Society being
“distant” Extent to which no one had any
awareness of the names of either Council members or Society officers was striking
Publish lists of departments with names, phone numbers, email addresses
Easy to find help lines Accessible outside of office hours for
certain services Publish an instruction manual on how to
use the Law Society Council meetings should move around the
country and members should be able to attend/ask questions
Council members should hold ‘surgeries’ Improve website Reach out to members through established
groups Providing things in an agreed time frame Law firms to have a Law Society
representative Welcoming of other local law societies
What the groups suggested TLS needs to do to demonstrate/exhibit values:
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GfK NOP External Reference Team 28/03/06Custom Research
Committed to equality and diversity
Relevance of value: Yes from women Important but this is in the law –
established, don’t have any choice E&D are considered buzz words,
without much meaning – needs explaining
There is an element of political correctness in taking note of this
Be clearer about what this means Promote, don’t just be ‘committed’ Demonstrate tangible outcomes Launch a kite-mark for firms achieving high
standards Require suppliers to demonstrate that they
are equally committed to E & D Promoting the profession to open up access
for people from different backgrounds at schools 7 universities
Providing scholarships
What the groups suggested TLS needs to do to demonstrate/exhibit values: