Client loyalty is increasingly difficult to earn and sustain. Furthermore, heightened focus by clients on efficient, cost effective and innovative service delivery – while trying to do more in-house and through automation – makes it more difficult for law firms to remain a dominant firm of choice. Added to this, firms are seeing growing numbers of RFPs and increased competition from law companies, technology providers and clients themselves.
Written by management consultant veteran of 35 years, Susan Saltonstall Duncan of Rain Making Oasis, this Special Report addresses the key components of building superior client relationships that result in greater loyalty and long-term success. Featuring case studies and insights from leading companies and business professionals responsible for law firm selection and oversight, it covers legal operations, innovation and client development, and includes a wealth of practical suggestions.
The report contains five core sections:
•The loyal client framework, which looks at customer experience and clients as loyalists;
•A roadmap, getting started and staying on the right foot with clients, which deals with trustworthiness, client feedback and dealing with difficult clients;
•Developing loyal client relationships, in-person and remotely, covering remote relationship development, key client teams/account management and succession planning;
•Earning loyalty through value, innovation and collaboration, including aligning value, convergence, cross-selling and diversity; and
•An appendix with tips and multiple checklists.
This title will prove useful to lawyers, law firm leaders, client relationship partners and managers, and all business professionals that support firms in delivering superior service to clients. Moreover, it will assist lawyers to stay relevant and valuable through deeper understanding of a client’s needs, enabling them to become a trusted business partner, build and oversee collaborative teams and implement innovative delivery models and tools.
Cuprins
Acknowledgements 7
Part 1. Introduction 9
Part 2. The loyal client framework 11
I. ‘Loyalty’ as defined by clients 11
II. Clients as loyalists 17
III. The competitive landscape and how to stay differentiated 22
IV. The loyal client life cycle 27
V. Customer experience – going beyond exceptional service to earn loyalty 30
Part 3. A roadmap: getting started on the right foot with new clients 35
I. Building the foundation of being trustworthy and trusted 35
II. Understanding clients 39
III. Onboarding new clients – establishing mutual expectations and protocols 45
IV. Seeking client feedback and insights to improve long-term loyalty 49
Part 4. Developing loyal client relationships 55
I. From expert to trusted partner and business adviser55
II. Developing and nurturing long-term relationships 60
III. Maintaining and deepening client relationships remotely 65
IV. Addressing challenging or difficult clients 69
V. Client account management and key client teams 73
VI. Succession planning – retaining clients over the long term 84
Part 5. Earning loyalty through value, innovation and collaboration 89
I. Adding value for clients 89
II. Initiating innovation and aligning value 93
III. Client convergence and preferred provider panels 102
IV. Cross-serving clients (aka cross-selling) 106
V. The role of collaboration 116
VI. Committing to diversity to earn loyalty 120
Part 6. Interviews with industry leaders and innovators 125
I. Jeff Carr, former senior vice president and general counsel of Univar Solutions and FMC Technologies, and inventor of the ACES Model 125
II. Mark Chandler, executive vice president, chief legal officer and chief compliance officer, Cisco Systems, Inc 131
III. Vincent Cordo, former central legal operations officer and global sourcing officer, Shell Oil Co; now chief client development and relationship officer, Holland & Knight 138
IV. Christopher Marston, founder and CEO, Exemplar Companies 144
Part 7. Conclusion
I. Healthy client roadmap: 25 tips to keep clients happy, satisfied and loyal 147
Part 8. Appendices
Appendix I. Covenant with counsel 155
Appendix II. Guidelines and procedures for outside counsel 157
Appendix III. Steps to conducting effective client interviews 160
Appendix IV. Sample client relationship and feedback questions 165
Appendix V. American Bar Association Resolution 113 to help promote diversity in the legal profession survey 170
Appendix VI. Case study: Kristen Cook, associate general counsel, 7-Eleven, Inc and SEI Fuel Services, Inc; and winner of two ACC Value Champion Awards 171
Notes 173
About the author 175
About Globe Law and Business 176
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