Verbatim: What Clients Say
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Corporate Counsel Want You to Ask What They Want
Claudia J. Gilman, vice president and general counsel, international of Boston Scientific Corp., told the audience of the 17th Annual Marketing Partner Forum that she wants "a relationship that's built on trust. That's the key word." In fact, "trust, honesty and integrity" are key words that several corporate counsel from prominent corporations brought up in sessions at the Forum.
But Gilman's law firms also need to know more specifically what she needs in her role, overseeing an in-house staff of 20 and law firm relationships at Boston Scientific's sites in 140 countries. Strategic Client Interviews would tell all. For example, Gilman says that:
Outside counsel need to be very well versed in the rules and the trends that the world's largest medical device company dedicated to less-invasive medicine is concerned about. "They need to provide staffing with people of truly credible experience in dealing with the government in a regulated industry."
"They need to be accessible literally 24/7. They must have global cell phones."
"I want instant gratification. If I call with a question at 10, I want an answer by noon."
"I need to be able to call at the senior level and speak to someone who knows my style, my company, and how to deliver the product."
"A budget must be set at the onset of a project. Outside counsel must be very sensitive to my P&L responsibilities. They can't misspend."
"The Untouchables"
Like many corporations, Boston Scientific has implemented a plan to consolidate the number of firms it retains, and to strengthen and enhance the relationships between the company and their law firms. It's called the Preferred Counsel Initiative. Gilman says the attorneys and law firms that meet her (and her legal staff's) particular expectations become "untouchable." She says, "We'll go to the mat for them."
How to find out what your clients want
"How do you find out what your clients' needs are? Ask them," Paul J. Cushing, legal counsel of litigation and compliance of Partners Health Care Systems, Inc., told the audience at the Forum's session entitled "Envisioning the Law Firm of the Future." Cushing summed up what he wants: "Positive results at a fair cost."
Who are the Claudia Gilmans and Paul Cushings of your firm? Have you asked, really asked, what your major clients are looking for in your firm's attorneys? They will tell you all if you implement a client feedback program that is as thorough and probing as Strategic Clients Interviews.
Is your firm "untouchable"? Strategic Clients Interviews will tell you all you need to know to be "untouchable."
Michael Roster, chair of the Steering Committee of the ACC Value Challenge moderated the session "The World as Seen by Your Clients." Roster has had a distinguished career as legal counsel in the fields of banking, higher education and health care. In a discussion about law firm and client relationships he said, "It's hard for another partner to talk to another partner about a problem in the relationship."
Roster is right, but it's easy for the client to say it in a Strategic Client Interview.
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 2010 JKS & Company LLC. All rights reserved.
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email: jsmiley@jkscompany.com
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