Crafting the Ultimate Client Experience: Consistency and Reliability

This is the fourth post in a series on Crafting the Ultimate Client Experience at your firm. Read our introductory post here, our second post on “Proactive Communication and Transparency” here and our third post on “Personalization and Customization” here.

Another foundational element of a successful client experience (CX) strategy is consistency and reliability. Clients value and reward firms that deliver a high-quality experience every time, regardless of the practice area or team member involved.

Each of your clients has a set of expectations that are both work-product related and service related. While no firm can guarantee every outcome of their matters, the firms that offer the best CX do guarantee high-quality experiences through the work product, service and overall relationship.

• Work Product: One of the most essential aspects of reliability is consistent work product across the firm. Create checklists for client profiles. We often refer to this as a key component to relationship mapping. Who do we know, who do they work with at the firm and what are their preferences? A checklist means the client won’t be surprised and the entire service team at the firm can quickly know the broader context of how they should work with their key client contacts.

• Service: When given the opportunity, most clients will set clear expectations around everything from timelines to the effort they want outside counsel to spend on matters. A few weeks ago, a client said, “Sometimes we will pay $200,000 to settle a matter for $40,000. But other times we won’t. Have that conversation early so [we are] never surprised.” As discussed in our previous post, be proactive in communicating whenever possible—and this includes aligning expectations on all aspects of service.

• Overall Relationship: While “relationship” can be a catchall term, being a reliable partner involves not just your work and your service but also your role as a trusted advisor and partner. Understand your client’s needs, not just the business. Clients tell us regularly about the critical role outside counsel play in helping them accomplish their business goals while also supporting them personally and professionally.  

Consistency Checklist

Ensure your clients’ experiences are reliable by taking the time to think through what each client expects in the below areas. Firms that consistently create and share client best practices outperform those that don’t.

• Define service standards.
• Adapt those standards over time.
• Continually focus on the individual client needs.
• Meet clients’ quality expectations every time, and particularly when bringing on new lawyers into a matter or relationship.
• Be proactive.
• Anticipate client needs.
• Keep the client informed.