Our client in West London provides expert legal advice to European HQs of multinationals, to UK PLCs and to large privately-owned businesses. They have acted to create a firm centralised around clients with the aim never to lose a client without good reason, to increase client retention by gaining client loyalty and to deliver additional value and quality of service to clients.
Jaynie Garman, Marketing Manager, was tasked with the challenge of finding out what clients thought and then creating a feedback system to better understand their clients’ perspectives of the firm.
Her first step was to attend a client feedback master class run by Acuigen focusing on how to set up a successful client feedback programme, and she then worked with Acuigen to help fine-tune the programme design.
Describing their approach, Jaynie went on to say, "This kind of knowledge is valued within the firm. The client reviews have been a perfect opportunity for us to learn more about them, where they are going as a company, and what we can do to help. I think the fact that we have dropped the typical sales approach and are now going into meetings that are focused completely around the client has really helped."
Acuigen services used
Training and project design support
Outstanding Client Care Award from LawNet. "No detail is too small to be taken into consideration." "Clients’ needs first and then the matter."
With planning completed, Jaynie went on to create a highly successful feedback programme which helped the firm win the prestigious Outstanding Client Care Award from LawNet in 2011.
Receiving the award at the time, Steven Booth, Managing Partner said, "This is great news for the firm and reflects the efforts we have put into improving the client care programme. It is always great to get recognition for excellent standards, and we hope to keep improving on this strategy in the future."
Since the Client Care award, Abby Winkworth, Marketing Director at the firm, has worked hard to hone the feedback processes, and now spends a proportion of her time working with her fellow partners and helping the firm to ‘get it right’. "No detail is too small to be taken into consideration," says Abby, because, "small differences create significant areas for improvement and competitive advantage, especially if your USP is client focus."
Abby believes it is important to ask questions in a variety of ways: post-matter surveys, relationship surveys, telephone interviews and in person. She has also introduced soft skills training for staff and partners on working with clients, including setting and managing expectations throughout a matter.
"When faced with a client issue, a lawyer might previously have tried to sort out the issue itself, but now we encourage our lawyers to address our clients’ needs first and then the matter," she said.
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