Client feedback and evaluation scorecards provide an effective channel for law firms to understand the expectations and goals of their in-house departments. Improved communication allows for strategic alignment, thereby strengthening existing client relationships and opening avenues for new ones. Additionally, feedback allows benchmarking, giving clients a convenient way to compare standards of service among different competing firms. This information comes from a Bloomberg Law article written by Linda Sanders, the director of client experience at Troutman Pepper, and Dan Pulka, the firm’s chief business development and marketing officer.
Client relationships can be fostered through active client engagement practices. Face-to-face interaction is critical post-pandemic, as per the article provided by Sanders and Pulka. The authors note that clients value visiting business premises over traditional entertainment activities, such as dinners or golf outings. This approach gives external counsel a direct view of the client’s operations, enabling them to provide more insightful advice.
Collaborative succession planning is another area where law firms can involve their clients. As senior partners transition due to retirement or otherwise, clients want to be part of the discussions concerning their replacements. Engaging clients in this way enhances their value perception and reinforces trust.
The capacity to anticipate future client concerns is highly valued. Clients appreciate law partners who not only address immediate issues, but who also predict possible challenges. This proactive approach allows clients to prepare for potential problems and mitigate risks efficiently, reinforcing the external counsel’s position as a strategic partner, not just a service provider.
The need to add value beyond the legal bill is central to client expectations. Law firms can do this by tailoring their services to meet the individual needs of each client. Offering value-added services can differentiate a law firm from competitors and underscore the firm’s innovation and adaptability in a competitive, ever-evolving legal landscape.
Performance check-ups conducted at regular intervals often yield valuable insights. Such check-ups involve reviewing outside counsel performances employing scorecards, an instrument that empowers firms to identify areas that need improvement, acknowledge praiseworthy behaviors, and gauge their performances relative to their peers. This systematic feedback allows clients to make informed decisions about whether to continue or terminate engagements with specific firms.
Sanders and Pulka also note the importance of aligning services and strategies with a client’s broad organizational goals, such as diversity, equity, and inclusion metrics. Firms should make an effort to learn about their clients’ strategic objectives and personal performance indicators. Furthermore, leveraging technology such as generative AI to increase efficiencies and build client portals can enhance client engagement and prove valuable in distinguishing one firm from another.
The legal industry’s shift from a traditional service delivery model to a more client-centric one requires law firms to tune in to client feedback and needs. Regular communication, anticipation of future concerns, value addition beyond the legal bill, adoption of technology, and alignment with client goals will enhance the client experience and make a law firm stand out from its competitors. By heeding client voices, law firms can exceed client expectations, secure their market position, and pave the path forward for sustained growth and success.