A global law firm partnered with Acuigen to scale its client listening activity while retaining personal engagement with key clients. The resulting programme provides structured insight across the firm to inform service delivery and long‑term strategy.

Building a scalable client listening programme

The firm wanted to develop an enhanced client listening programme that would enable the regular gathering of client insight and better inform client service and engagement strategies. While the firm wished to continue conducting its own in‑person feedback conversations with key clients, it also needed to scale the programme. This included interviews delivered by Acuigen using a combination of telephone and online methods. In addition, the firm wanted to improve its ability to track, evaluate and segment feedback from all interviews. Insights needed to be shared regularly with relationship partners, sector heads and business services leaders to inform strategic decision‑making.

Delivering client insight at scale

Working collaboratively with the firm, a joint project management team introduced an adaptable and modular programme. This approach allowed the firm to remain agile, engage its people effectively and respond to evolving client needs. Key elements of the programme included:

• Gathering regular client insight using multiple interview methods
• Aligning in‑person relationship reviews with wider client listening activity
• Coaching to build confidence and capability in conducting client feedback interviews
• Periodic brand and reputation reviews
• Post‑transaction and post‑pitch reviews, giving partners structured options for collecting feedback
• Collation of all client feedback into a central repository using CustomServe
• Transcription of historical client feedback interviews to enable retrospective analysis within CustomServe

CustomServe was selected to support the programme, providing a secure environment for collating feedback and applying CustomServe’s analytics capability.

Impact and outcomes

The firm successfully embedded a robust client listening programme across its global office network. Working closely with Acuigen, it gathers insight at multiple client touchpoints and across a broad client base. This programme enables the firm to respond more effectively to rising client expectations, assess long‑term strategic options and better manage business risk through informed, evidence‑based decision‑making.