Verbatim: What Clients Say
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How Will You Invest in Client Relationships in 2012?
You will need to invest in your client relationships in 2012. Keep in mind what we learned in Verbatim, from clients and other resources, about the importance of earning client loyalty.
The three authors (Roland T. Rust, Christine Moorman, Gaurav Bhalla) of "Rethinking Marketing," published in the Harvard Business Review, emphasize that you "must radically reorganize and put cultivating relationships ahead of building brands (see the September issue of Verbatim)."
Corporate Counsel Editor-in-Chief Anthony Paonita says (see the November issue of Verbatim) that "the practice of law remains a uniquely human enterprise, and personal relationships and comfort with a partner still count for a lot."
We also heard from various senior-level in-house counsel of prominent companies, who believe that building strong relationships with their law firms is key. Among them were:
Pfizer General Counsel Amy Schulman has created an alliance of 19 law firms, finding new ways of assessing the value of the work, and saving 15 percent off the top (see the February issue). "But more important," Schulman says, "is the progress that the alliance has made toward being a relationship-driven operation."
Willie Miller, deputy general counsel at Kraft Foods, says at least part of Kraft's outside counsel selection is based on personal attributes (see the November issue). "We want people that we like to work with."
UPS's Richard Fufolo (see the November issue) says trust drives the relationship with his outside counsel.
A general counsel who participated in the ACC/American Lawyer Alternative Billing Survey (see the January issue) said, "Strong relationships and open discussion with outside general counsel is the best way to regulate rates."
A successful client satisfaction interview program, such as Strategic Client Interviews, will help your firm build strong relationships. Strategic Client Interviews will tell you:
- what clients want from your firm
- what problems you must address to strengthen and expand your client relationships
- how to enhance your relationships to keep clients loyal to your firm
- the opportunities that could increase your firm's business with its clients
- clients' perceptions of your firm in the legal marketplace
Take a look at your 2012 budget. Are you helping your firm grow its market share by strengthening its client relationships?
For more information on Strategic Client Interviews, contact Joyce K. Smiley at 561-775-9755, or jsmiley@jkscompany.com. On the web at jkscompany.com.
Verbatim: What Clients Say is published electronically by JKS & Company LLC/Strategic Client Interviews. Copyright 2011 JKS & Company LLC. All rights reserved.
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email: jsmiley@jkscompany.com
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