Acuigen worked with an international law firm for circa 15 years, supporting the development and embedding of structured client feedback as the firm grew and prepared for an international merger. The long term programme ensured client priorities were understood, measured and reflected in strategic decision making, service delivery and cultural development.
Today, the firm is ranked among the top 40 global law firms by revenue, and top10 in the UK, advising an international client base from 70 offices across more than 30 countries. It has received multiple awards recognising the quality and consistency of its client service.
Objectives
To support continued growth and an evolving service delivery model, the firm wanted to make more effective use of client insight. Clear objectives were established to ensure client feedback played a meaningful role in shaping performance, strengthening relationships and informing future priorities across the firm.
Identifying the need
The firm identified a need for an independent client feedback programme that could operate across multiple practice groups and geographies. The aim was to underpin service delivery with credible insight and support a more collaborative and client focused approach to working relationships.
A key requirement was to understand how the firm’s brand was perceived across different client touchpoints and to identify the factors that influenced those perceptions over time.
Creating the solution
The programme began with post matter client interviews conducted by experienced Acuigen interviewers. Relationship review interviews were subsequently introduced, followed by post matter web surveys supported by CustomServe client feedback technology.
CustomServe enabled immediate access to structured client insight, allowing relationship partners, management and client service teams to review feedback, prioritise actions and respond promptly to client needs.
The programme established a consistent and efficient approach to gathering actionable feedback and closing the loop with clients. It enabled satisfaction to be measured at matter and transaction level, performance to be benchmarked against competitors, and insight to be analysed by team, office and region. Feedback was also used to improve the delivery of future work by identifying what worked best for individual clients and particular situations.
Senior leadership oversight was central to the programme’s success. Once established, partners began to use client feedback to motivate teams, recognising and reinforcing high standards of client service and encouraging consistent behaviours across the firm.
Outcomes
The firm continues to use a systematic client feedback programme to remain closely aligned to client priorities and competitive pressures. The long term use of client insight supported stronger relationships, improved consistency and helped the firm maintain a clear focus on client experience through a period of significant change.