By Legal Futures Associate Moneypenny [1]
New research [2] reveals poor enquiry handling can cost a legal firm more than £1 million every year. The alarming figure highlights a critical issue within the sector, prompting businesses to reassess their client engagement strategies.
The market study, led by Customer Experience Specialists insight6 [3], in partnership with Moneypenny [4], the UK’s leading outsourced communications provider, set out to measure, analyse and benchmark how professional services firms handle new business enquiries.
Using highly trained researchers, insight6 contacted (mystery shopped) 219 professional services firms, including 134 legal practices. Of the 430 enquiries made by phone, email, and web forms, 279 targeted legal firms. The findings highlight real concerns at the enquiry stage; a critical moment which defines a firm’s ability to attract and convert new business.
The results, published in the ‘Professional Services Client Journey Report: 2025’ [2], serve as a wakeup call for legal firms. Only 19 legal firms examined provide what insight6 classify as an ‘exceptional experience’ at the enquiry stage. They may handle phone enquiries (66%) better than web enquiries (45%), but many still lack expert responses. Follow-ups remain a critical issue for both web enquiries (8%) and telephone enquiries (14%).
Jonathan Winchester, Founder and CEO of insight6, said: “The legal sector is under mounting pressure. Budgets are tighter, expectations higher, and competition fiercer—driven by mergers and private equity reshaping the market. Clients no longer judge firms solely on legal expertise but on how they make them feel. Firms waste valuable resources when they don’t measure and optimise the Client Experience at every stage.”
According to the report, the primary factors contributing to significant revenue loss include:
- Delayed Response Times: Prospective clients are often deterred by slow responses, opting for competitors who are quicker to engage.
- Lack of Follow-Up: Firms frequently fail to follow up on initial enquiries, leaving potential revenue unclaimed.
- Inconsistent Communication: Mismanaged or unclear communication frustrates clients and damages brand reputation.
insight6 researchers used diverse scenarios, such as house conveyancing, employment disputes, divorce and family law. By assessing the speed, expertise and follow-up, the Customer Experience Specialists identified where legal firms are likely to convert enquiries and where they might lose business.
To quantify how much revenue professional services firms are leaving on the table, insight6 applied the following formula: [Enquiries scoring <80%] X [Assumed conversion drop of 30%] X [Average client value per sector]
A firm scoring less than 80% on our report criteria is 30% less likely to convert the opportunity. For a legal firm, the average lost opportunity is £4,000 per client. Multiply that by the number of missed enquiries in our sample, and you get £1.34 million in lost revenue annually per firm for every 100 enquiries per month.
Slow responses, missed follow-ups, and impersonal communication turn warm leads cold. The real concern? Many firms don’t even know it’s happening. Without measuring enquiry handling, opportunities quietly disappear—and revenue goes with them.
Bernadette Bennett, Head of Legal at Moneypenny, explains: “Clients typically receive more knowledgeable and reassuring responses over the telephone, reinforcing trust in a firm’s expertise. However, many businesses fall short when it comes to follow-ups. Without a structured lead handling process, firms risk losing potentially valuable new business from prospect.”
The 2025 Report highlights a clear gap in client experience between phone and web enquiries. Phone interactions not only received more responses but also showcased greater expertise. Yet, as businesses increasingly push customers towards digital channels, many fail to meet expectations. To truly enhance the Client Experience (CX), firms must ensure online interactions are as seamless and effective as their phone service.
Jonathan Winchester, Founder and CEO of insight6, commented: “Winning new clients is expensive, but losing them costs more. Firms prioritising the Client Experience don’t just attract more enquiries-they convert, retain and build long-term loyalty. Every enquiry is an opportunity. Every follow-up builds trust. Every great experience strengthens your reputation. Are you turning enquiries into loyal clients or letting them slip away?”
Net Promotor Score (NPS) is a key metric for measuring the CX. Specifically, how likely clients are to recommend a firm on a scale of 0 to 10. Clients are categorised into detractors (0-6), passives (7-8), and promoters (9-10) to generate a score between -100 and +100.
The table below compares Net Promotor Scores (NPS) measuring the enquiry stage experience from insight6’s 2021 and 2025 market studies.
When comparing sectors, legal firms emerged as the top performers in NPS (-41) at the enquiry handling stage, achieving a 13-point increase since our 2021 Report. However, that still reflects a largely negative experience for many potential clients.
Six ways to improve new business enquiries – and boost your bottom line:
- Create a CX Vision – Define the experience you want every client to have from the first interaction.
- Understand how your clients feel – Measure and analyse feedback to identify gaps and opportunities.
- Make your client journey seamless – Ensure every touchpoint, from web enquiry to follow-up, is smooth and efficient.
- Let your team’s personality shine – Clients engage with people, not processes—empower your team to be authentic and engaging.
- Follow up to impress – A timely, thoughtful follow-up can turn an enquiry into a long-term client.
- Leverage a CX partner for success – An independent expert provides objective insights and actionable improvements.
insight6’s and Moneypenny’s study reveals a clear divide between firms prioritising the enquiry stage of the Client Experience and those that don’t. The good news? Improvement is possible, turning first impressions into lasting client relationships. To download your free copy of the Professional Services Client Journey Report, please visit www.insight6.com [2].