Key Opportunities to Elevate Client Service in 2025

After analyzing data from hundreds of client interviews conducted by Wicker Park Group in 2024, below are the top opportunities to improve service identified by clients. By prioritizing these areas, you can position yourself as an indispensable partner and deepen relationships with your clients in the coming year.

1. “Educate Me About Your Firm’s Full Capabilities”

This category jumped from #3 in 2023 to #1 in 2024, highlighting a key opportunity. We often hear in interviews that clients don’t know the firm’s broader capabilities beyond the core areas of their work. As law firm mergers continue, firms’ capabilities are changing, and clients aren’t always aware of how.

The past few years, around 80% of clients are open to considering their current firms for additional work (a significant rise from about 50% pre-COVID). However, this openness comes with an important caveat: Introductions to other team members or practice groups must include a thoughtful handoff to ensure a seamless service experience.

Key Takeaway: Proactively introduce firm capabilities that align with your clients’ needs. When others are brought into a relationship, ensure they understand the role they will play and the client’s expectations and service preferences. 

2. “Understand My Business and Industry”

Clients are looking for lawyers who understand their business models, internal dynamics and culture, key stakeholders and broader industry landscapes. In-house counsel often face significant pressure. The lawyers who stand out are those who empathize with these challenges and actively work to make their clients’ lives easier.

Key Takeaway: Put yourself in your clients’ shoes and invest time in learning their world. This positions you as a trusted partner who adds tangible value.

3. “Be Proactive—Spot and Address Issues Before I Do”

Proactivity remains a perennial priority for clients who want lawyers to help them stay ahead of legal and business risks, regulatory developments and emerging opportunities. Regular check-ins to understand evolving priorities and provide forward-thinking solutions are highly valued. Help your clients identify blind spots and bring fresh perspectives to the table.

Key Takeaway: Don’t wait for clients to reach out. Regularly touch base to offer strategic insights and solutions before problems arise.

4. “Deliver Better Value and Efficiency”

With increased workloads and tighter budgets, in-house counsel need their external advisors to help them achieve more with less. Whether it’s by streamlining processes or tapping into technology to find innovative ways to deliver legal services, clients are eager for support that enhances their efficiency.

Key Takeaway: Help clients think about how they can be working smarter, more effectively and efficiently. Provide process improvements, streamline tasks and utilize more cost-efficient support when possible.

As you plan for 2025, these insights offer a roadmap to strengthen client relationships and stand out in a competitive market.