When it comes to rating and ranking the best law firms, there’s no shortage of metrics to choose from.
Whether it’s revenue, partner profits, headcount or law firm rankings (and there are well-worn arguments about the relative merits of all of these), the information is out there for market-watchers to make their assessments.
But what is less immediately available – and arguably more valuable – is quantitative data on how clients rate the service they get from law firms.
Over recent years, Legal 500 has collected data from hundreds of thousands of clients on this subject by asking them how strongly they would recommend the firms they use to others, with responses ranging from 0 (not at all likely) to 10 (extremely likely).
We’ve used this data to calculate a Net Promoter Score (NPS) – a market research metric devised by Bain & Co – for every firm, which means we can re-order the firms in Legal Business’s Global 100 by a completely new metric.
While some law firms already collect their own NPS data for internal purposes, we are uniquely able to see how firms stack up against each other – and breaking down the data into more specific groups reveals some interesting insights on which firms are the most highly recommended.
For UK heritage firms, Slaughter and May has the highest score with 79.9%, followed closely by Freshfields (78.9%). Fellow magic circle firm Linklaters is fourth with 77.1%, and those three outscore Clifford Chance (75.4%) and Allen & Overy on 74.9% (our data predates the merger with Shearman & Sterling, which scores 75.6%).
The top five UK heritage firms also include Hogan Lovells in third with 77.6%, and CMS in fifth place with 76.3%.
However, all of those are outscored by the elite Wall Street firms, led by Paul Weiss on 89.6%, followed by Cravath, Sullivan & Cromwell, Davis Polk and Simpson Thacher.
How the scores are calculated
Respondents that score firms nine or 10 are categorised as ‘promoters’, with those scoring 7 or 8 defined as ‘passives’ and those scoring their firms with six or less categorised as ‘detractors’. The NPS score is then calculated by deducting the percentage of detractors from the percentage of promoters.
For example, if 100 clients are surveyed and 80 provide a score of 9-10 (promoters), with a further 10 passively scoring the firm 7-8 and the final 10 detractors scoring it 0-6, then the firm ends up with an NPS score of 70%.
This reordering of the global hierarchy shines a light on some firms that, while less well-known, appear to be making the right impression with clients.
Philadelphia-headquartered firm Cozen O’Connor scores highest with 96%, just ahead of Canada’s McCarthy Tetrault (95.3%) and Washington DC’s Venable (91.7%). Paul Weiss is fourth overall, just ahead of Chicago’s Seyfarth Shaw (89.6%).
For more information about our NPS scores and to find out more about how your firm ranks, please contact ben.wheway@legal500.com
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