Taking a “Fans First” Approach to Client Service

I recently attended the Welcome Conference in NYC, an event that brings together diverse voices across industries to explore the meaning of hospitality. At WPG, we love to get broader perspectives and bring back fresh ideas and inspiration to our legal clients.

One of the highlights was Jesse Cole, owner of the Savannah Bananas, who spoke about his “fans first” approach to business, noting that customers can be transactional, but fans are deeply loyal. He uses a framework he calls the “Five Es” to create an extraordinary experience. While law firms are very different from baseball games, his principles can be universally applied to client service. 

1. Eliminate Friction

Cole reinvented the baseball experience after hearing consistent feedback that games were too long, too boring and too expensive. By shortening games, reimagining the entertainment and introducing flat-fee ticket pricing, he addressed fans’ pain points head-on. Lawyers can take a similar approach and put themselves in the clients’ shoes to identify client frustrations and examine how things can be done differently. Examples include:

• Assigning a single point of contact for large, complex matters.
• Streamlining conflicts checks for recurring clients.
• Introducing a “Welcome Kit” and onboarding process to align expectations around scope, fees, responsibilities and timelines at the outset of a relationship.

2. Entertain Always

While lawyers are not entertainers, they can create touchpoints that lead to memorable experiences. Thoughtful gestures and creative engagement go a long way in building loyalty. Examples include:

• Sending targeted industry updates with a brief note explaining why the issue matters to the client’s business.
• Hosting creative client experiences that reflect individual interests.
• Partnering with clients on initiatives that align with their values, such as pro bono or community projects.

3. Experiment Constantly

Cole challenges himself to exercise his “idea muscles” by brainstorming 10 new ideas every day. In today’s competitive market, innovative approaches to client service and adding value are differentiators. Examples include:

• Piloting flat-fee arrangements for recurring types of work.
• Conversing with clients about AI to understand their expectations and explore efficiencies and opportunities for cost savings.
• Delivering updates through short videos instead of lengthy memos or alerts.

4. Engage Deeply

Cole’s mission to “win the upper deck” means creating connection with every fan in the stadium, even those in the last row. For law firms, the equivalent is investing in authentic, lasting relationships that go beyond individual matters. Build trust by being intellectually curious, asking open-ended questions and listening actively. Examples include:

• Visiting clients at their offices to better understand their operations and culture.
• Checking in between active matters to demonstrate the client is always top of mind.
• Creating a continuous feedback loop, using insights to refine service delivery and anticipate client needs.
• Training junior lawyers to “own” relationships too, so clients feel connected to the entire team, not just one partner.

5. Empower Action

Cole tells his team to “stop standing still and start standing out.” He empowers every employee to make decisions and act creatively in service of fans. Law firms can cultivate the same mindset by encouraging all team members to take ownership of the client experience. Examples include:

• Giving juniors and professional staff authority to resolve small issues quickly.
• Encouraging spontaneous, personal gestures (like sharing a book, playlist or snack a client might enjoy).
• Recognizing and rewarding those who go above and beyond for client service.

Each “E” doesn’t have to be flashy like a Savannah Bananas game. The takeaway is to be intentional about finding ways to make clients feel cared for, understood and delighted.