Client background

A top‑10 global law firm by revenue, supporting clients from offices in more than 40 countries. The firm had long‑standing expertise advising clients both within local jurisdictions and across borders, and places client priorities at the heart of its approach to relationship management and service delivery.

This case study describes how Acuigen supported the firm in strengthening and scaling its client listening programme, combining partner‑led conversations with additional structured feedback activity, underpinned by the CustomServe insight platform.

Desired outcomes

The firm sought to:

• Retain ownership of in‑person feedback conversations with key clients
• Extend client listening activity to reach a broader range of clients and matters
• Improve firm‑wide visibility of client insight
• Introduce a more consistent, repeatable and scalable approach to feedback
• Ensure insight could be tracked, analysed and shared reliably to inform strategic decision‑making

Identifying the need

The firm already undertook high‑quality, partner‑led client feedback conversations, but this activity was necessarily selective and difficult to scale. The firm identified an opportunity to broaden coverage by supplementing in‑person discussions with interviews conducted by Acuigen, using a combination of telephone and online methods.

At the same time, the firm wanted to strengthen how feedback from all sources was tracked, evaluated and segmented. In particular, partners and senior leadership needed clearer visibility of themes and trends across clients, sectors and services, enabling insight to be shared more systematically and used to inform strategic priorities.

Creating the solution

Acuigen worked collaboratively with the firm to design and implement a structured, modular client listening programme. A joint project management approach supported the phased rollout of the programme, allowing the firm to introduce new elements at a pace that matched partner engagement and internal readiness.

The programme was designed to balance flexibility with consistency, enabling the firm to retain control over client relationships while introducing greater governance, comparability and scale.

Key elements of the programme

The programme included:

• Enhancements to partner‑led, in‑person relationship reviews, aligning them with other client listening activity
• Coaching and support to build staff capability and confidence in conducting interviews
• Periodic brand and reputation reviews
• Post‑transaction reviews, structured client insight reviews, and post‑pitch feedback
• Transcription and incorporation of historical client feedback interviews
• Consolidation of feedback from all sources into a single, central insight environment using CustomServe
• Use of CustomServe to collate feedback, manage processing, and analyse insight consistently across programmes

CustomServe provided the structured insight layer that enabled feedback from different sources to be captured, analysed and shared in a consistent, governed way, while preserving the firm’s client‑led approach to relationship management.

Outcomes and impact

The firm successfully embedded a robust client listening programme that enabled ongoing feedback to be captured, analysed and reviewed more systematically across the organisation. Insight became more visible, comparable and accessible, supporting partners and leadership teams in identifying patterns, monitoring progress and acting with greater confidence.

The programme established a scalable foundation for client listening, improving the firm’s ability to use client insight to inform relationship development, service improvement and strategic decision‑making.