Client Voices: The Secret to Stand Out Service
I work with law firms to define and execute business and marketing strategies and am known for saying that no amount of marketing or advertising can make up for poor client service. Attracting a new client only to disappoint them with a poor experience is the ultimate miss. A positive client experience hinges on meeting - and exceeding - expectations.
Despite the title of this article, one thing always stands out in my client service work: we already know what to do. As consumers, we understand what great service feels like, but sometimes we forget when we’re on the other side of the desk.
The Client Service Imperative
After many years working in the professional services industry, and a healthy amount of industry research on the topic at my disposal, I have a good sense of the client service strengths and weaknesses within the legal industry. However, there’s no substitute for hearing directly from clients about what they value, so that’s exactly what I did.
I spoke with four business owners from diverse industries: a seasoned property developer with 40 years of experience navigating deals across the U.S. and Canada; an auto industry supplier who expanded their Nova Scotia business nationally over the past decade; a cannabis manufacturer grappling with the complexities of a highly regulated industry; and a healthcare professional with 35+ years specializing in rehabilitation services. Together, they offered decades of wisdom and valuable insights into what makes for exceptional client service, and I was able to uncover universal themes that apply to law firms of all sizes.
For those that invest in delivering a superior service experience, it will be your single-greatest differentiator. I know there will be naysayers who hold fast that it is results that supersede all else, but it is difficult to deny the evidence from my interviews and elsewhere that say otherwise. Clients come to their lawyers and firms with the baked in expectation that you know what you’re doing and that the work will be quality work. Therefore, it is the experience they have that becomes the primary unit of measurement and has the power to set you apart from the competition.
According to Thomson Reuters Institute’s 2024 State of the Canadian Law Firm Market, client satisfaction ranks almost as highly as overall profits as the metric considered the most important for gauging a firm’s success. It is worth noting that firm reputation and overall revenues are tied for third most important success factors. But one of the most compelling details from the report, is that despite client satisfaction being a key performance metric, less than half of respondents indicated that their firms track it.[1]
My interviews provide practical insights about the day-to-day service elements that matter most, and it’s fair to say, would be key drivers of client satisfaction ratings. Their experiences highlight what lawyers get right - and where they can improve. This isn’t groundbreaking - it’s straightforward, honest feedback directly from your clients.
I provide you with a summary of the key takeaways from my interviews below, but if you want the end of the story first, here it is: Communication is the foundation of exceptional client service. Period. Full stop. It is the medium for all service elements and is core to trust, transparency, and rapport.
The Critical Elements of Client Service
There are myriad ways to put your clients at the centre of everything you do, many of which you may already employ. It is a combination of consistent actions that support a culture of service.
The information shared below offers an opportunity to reflect on where your firm excels and where improvements could be made.
1. The Power of Communication
Clear and consistent communication is at the heart of every successful client relationship. It builds trust, reduces uncertainty, and keeps clients engaged throughout the process.
Timely responses: Clients value timely responses via email, text, or calls. Delays cause frustration and erode trust.
Clarity in communication: Avoiding legal jargon ('legalese') and ensuring that clients understand the process, accountabilities, and next steps.
Setting expectations: Proactively discussing timelines, costs, and options to avoid surprises (e.g., sticker shock with fees).
Updates and follow-through: Regularly updating clients on progress and next steps builds trust and reduces anxiety.
Without consistent communication, even the best technical work can fail to meet client expectations.
2. Building Trust and Confidence
Value and transparency: Clients need to trust that lawyers will deliver value for their fees and not overpromise or overcharge.
Personal connection: Lawyers who show empathy, authenticity, and commitment to their clients foster stronger relationships.
Expertise and specialization: Clients prefer lawyers with clear expertise or specialty in the relevant area, which builds confidence in their abilities.
Trust is built by fostering genuine, long-term relationships. As one interviewee put it: ‘Even lawyers just doing the work need to understand there is farming involved - building and nurturing long-term relationships through communication and trust.’ This insight highlights the importance of viewing client relationships as investments, not transactions.
3. Problem Solving
Proactive approach: Lawyers with a proactive, results-oriented mindset are valued over those who create roadblocks or drag out processes unnecessarily.
Creative solutions: Clients appreciate lawyers who offer innovative solutions and explain their options clearly. This point was particularly relevant for the property developer interviewee, who, with the help of his lawyers, was able to introduce a new property ownership share structure to the real estate market in Ontario.
Service recovery and accountability: When mistakes happen, taking accountability and providing meaningful solutions (even beyond what’s expected) presents a unique opportunity to turn a poor experience into a lasting positive impression. As a matter of fact, there is a concept, known as the Service Recovery Paradox, that suggests that when a mistake is handled effectively, it can lead to even greater client satisfaction than before the error occurred.
4. Creating a Supportive Environment
The emotional aspect of client service is often underestimated but plays a crucial role in creating a positive experience.
Supportive and empathetic interactions: Clients value lawyers who make them feel heard, supported, and less alone, especially in challenging situations.
Welcoming and professional atmosphere: Small touches, like being remembered by front-desk staff, contribute to a client’s sense of being valued and respected.
Recognizing client stress: Showing empathy for clients' circumstances (e.g., financial pressure, personal stress) enhances trust and loyalty.
By addressing emotional needs with empathy and care, lawyers can help diffuse stressful situations and strengthen client relationships.
5. Streamlining Processes
Cost management: Clients are highly sensitive to costs and expect transparency, clear billing, and efficient use of junior lawyers or paralegals to control fees.
Avoiding inefficiency: Inefficient workflows, file handovers, or unnecessary delays frustrate clients. Firms should establish clear processes and accountabilities to ensure smooth operations.
Team collaboration: Successful experiences often involve team efforts, with lawyers leveraging juniors or other professionals like paralegals to streamline work.
Service Matters
Clients don’t just remember the results - they remember how you made them feel. And at the heart of every exceptional client experience is one critical factor: communication. It’s through clear, consistent, and empathetic communication that trust is built, expectations are managed, and relationships thrive.
It’s not just about the quality of your work - it’s about the entire experience. Reflect on whether your firm consistently delivers that experience, starting with how you communicate with your clients. If you’re unsure, ask your clients and listen closely. Their answers may surprise you, and help you build trust, loyalty, and a service culture that truly sets your firm apart.
Special thanks to my interview subjects - Denise Garagan, Denny Dealer Services; Georgia Pothier, Best Kind Edibles Inc.; Joy Moore, Eastern Return to Work Solutions Inc.; and John Puffer, Chandler Point Corporation - for sharing their time, experience, and candid insights.
[1] Thomson Reuters Institute. (2024). 2024 state of the Canadian law firm market. Thomson Reuters. Retrieved from https://www.thomsonreuters.com/en-us/posts/legal/canadian-lawyers-reports-2024/