This case study describes how Acuigen supported our client prior to their international merger to embed client insight and feedback into its culture, enabling the firm to align the needs of their clients to future business priorities.
Our work with them started in 2005 and continued until the firm’s merger. They are now one of the top 50 global law firms by revenue providing legal advice and solutions to an international client base. Today the international law firm has 74 offices in over 35 countries and they have won multiple awards in recognition of their distinctive service to clients.
The initial objectives
In order to fuel its growth and service delivery model, our client was determined to get the most of their client insights and to help grow the firm, the following 4 objectives were established:
Identifying the need
The firm wished to implement an independent client satisfaction programme to underpin and enhance service delivery across multiple practice groups helping the firm to develop a distinctive approach to working collaboratively with clients.
An important part of the client feedback programme was to understand the firm’s [perceived] brand across multiple client touch points, and to identify what impacted this.
Creating the solution
The programme started by gathering post-matter client feedback and opinion, undertaken by a team of Acuigen interviewers. Relationship review interviews by phone were then added, followed by post-matter web surveys facilitated by using CustomServe client feedback technology.
The firm had immediate access to the client opinion and feedback using CustomServe, enabling both relationship partners, management and supporting client service teams to prioritise actions and respond to clients’ needs.
The key elements of the programme included:
Creating a structured approach to gathering actionable client feedback and responding to it, in an expedient manner
Measuring satisfaction levels on specific projects and transactions
Benchmarking performance against competitors, understanding client opinion by team, office, region etc.
Using the information to undertake projects more effectively through an understanding of what works best for individual clients and in particular circumstances.
The Chairman of the firm overseeing the programme commented that once the programme was up and running, partners soon found that the client feedback collected could be used as a way to motivate people in their teams, offering recognition and reward for those that had exceeded in the service they provided to clients.
The firm intends to continue to use extensive and systematic client feedback programmes to remain one step ahead of their clients’ priorities and the rest of the competition.
Continue the discussion
If you’re interested in understanding the process of client feedback to a greater extent or are interested in initiating or scaling up a client feedback programme in your firm, get in touch with our team who will be happy to talk further to assist you and to share our experiences.