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Client Retention Services

High quality work is the best marketing tool available to build long term client retention.  But it is not just work on a specific engagement.  Rather outside law firms are measured on how successful they are at understanding what drives clients crazy and what in house counsel believe are the best methods of building great client relationships.

Honestly assessing what you do best, and what retention efforts need work, may assist you in overcoming a critical dichotomy between how outside counsel grade law firm performance and how the law firms see themselves.  Consider the 2007 Inside Counsel survey of 500 senior in house counsels who gave 19% of their outside law firms an “A” for overall performance.  Not surprisingly, 62% of the outside firms gave themselves an “A.” 

Let’s start with the negatives first, “What Drives Clients Crazy” according to a recent BTI Consulting Group study:


Train your attorneys to avoid these.  Conduct a special “engagement operational review” on a regularly scheduled basis.  If you identify one of these problem areas as occurring in the engagement, fix it and fix it fast.  Frequent client communication which includes updates on the assignment as well as a check on your team’s performance, will instill confidence, provide an early warning on developing problems and enhance client retention.

Let’s now examine those positive tactics identified by in house counsel as contributing the most to client retention.  In the same BTI Consulting Group survey, there is an identification of “Activities to Develop Superior Client Relationships.”  On a scale which ranks each tactic in its importance and rarity in the marketplace, the scarcest and most desired tool is “understanding the client’s business.”


Other factors identified by the 1,200 in house counsel surveyed by BTI are important client retention factors including:


Surprisingly, they see components such as quality, legal service skills, keeping clients informed, handling problems as very important but also abundant in the market.  Nothing illustrates better the 19% - 62% dichotomy since most law firms tend to compete on the basis of their firm’s numbers, locations, available skills, etc.  But to be retained, and retained long term, concentration must be placed on the big 4:  understanding the client’s business; providing true client focus; clearly demonstrating value for each dollar invested by the corporation; and an ongoing commitment to help.

Winning a client’s work, may not be as large a challenge as delivering the highest quality work and keeping up with the client’s business.  This combination spells client retention.


Client Retention Tips for Law Firms

Okay, you’ve glided through the Red Zone after your firm successfully executed a business development game plan and optimized your team’s sales training and closing skills. Touchdown—you won the business. Game over? Not a chance. You’re just getting started.

Client retention is like a dance with no end. Keep a keen ear for your client’s needs and expectations. You will not only solidify the relationship with your client, you’ll expand network development as clients sing your praises to their peers. Grassroots publicity is one of the most effective forms of law firm marketing.


For more information about our client retention consulting services or to speak with a client retention consultant, contact us today using the form on the right side of this page.


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