Our client, a top 10 global law firm by revenue, supports clients from offices in over 40 countries. They have long standing expertise advising clients in local jurisdictions and across borders and strive to put their clients’ interest and priorities at the heart of everything that they do. This case study describes how Acuigen have supported the firm whilst introducing a leading client insight programme, facilitated by multiple client listening conversations and the use of CustomServe.
Identifying the need
The firm wanted to continue to undertake their own in-person feedback with key clients, but also scale the programme to include interviews undertaken by Acuigen via a combination of telephone and online interview methods. Additionally, the firm wanted to improve their ability to track, evaluate and segment the outputs from all client interviews and to be able to share themes and trends regularly with relationship partners, sector heads and business service heads to inform and shape strategy.
Creating the solution
Working collaboratively with the firm, a joint project management team introduced an adaptable and modular programme that enabled our client to remain agile to market forces, engage with staff and adapt to evolving clients’ needs. The programme was introduced in waves, moving at a pace which matched the firm’s ability to implement the new approach and to gain the buy-in and support of Partners.
The key elements of the programme included:
Enhancing the approach to ‘in-person’ relationship reviews so that it was harmonious with other client listening undertaken in the programme
Coaching staff to develop confidence when undertaking interviews
Periodic brand and reputation reviews
Post-transaction reviews, systematically gathered ‘client insight reviews’, and post-pitch reviews
Collating client feedback content into a central client feedback repository (CustomServe)
Using CustomServe Teams to collate the client feedback, its processing and gather insights through CustomServe’s powerful analytics suite
Transcribing multiple historical client feedback interviews
The firm has now successfully embedded a robust client listening programme to facilitate, collect, receive and analyse on-going client feedback and hope to continue working with Acuigen to scale up their client feedback programmes in the future.
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.