Making the right impression

Clients want more from their legal advisors. Faced with a complex set of challenges that include growing volumes of ESG regulation, digital disruption and the fallout from Covid-19, clients are looking for trusted partners that can help them navigate a more volatile commercial environment. This is underscored by recent research from Thomson Reuters, which found that clients place a strong value on law firms that build close client relationships and demonstrate a strong understanding of their business alongside delivering value and service. This is the blueprint for future success.

Some law firms are seizing the moment ahead of their competitors by restructuring and pivoting towards more client-focused business models. Examples include launching new practice areas, industry based models, simplifying the client journey, embedding a client-first culture and prioritising innovation through dedicated innovation groups or agile cross-disciplinary teams.

Addleshaw Goddard, for example, is investing £4mn into new products and services, while Irwin Mitchell is undergoing a transformation that includes merging divisions. The firm’s personal injury, business legal services and private wealth divisions now sit within two teams – client services and commercial growth. The aim is to improve the client journey. Greater client expectations are driving real organisational and operational changes within legal service firms.

Feedback from our law firm clients has underscored the importance of the office as a place to build deeper relationships with clients and win business. They stated that while working with existing clients worked well in a virtual setting it has been harder to build new relationships.

In this context, creating a great client experience in the office will be vital to success whilst ensuring that the office expresses a client-first culture and brand. Indeed, a survey by Oktra found that 85% of British employees agree that visitors and clients judge a company based on its workplace. 

In practice this means spaces that are branded to reflect client-centric values, showcasing work and achievements, considering the client’s journey when designing the space, having a friendly concierge style front of house and a comfortable waiting area, incorporating collaborative and touch-down space for clients, adopting technologies such as QR codes for faster signing in, offering outstanding amenities such as food and beverage offerings or access to outdoor terraces and incorporating more areas for client entertaining and events. Leigh Day’s acquisition of space at Panagram in London is a good example of this. The entrance lobby doubles as a communal work and exhibition space, while a tenant app enables the law firm to send guests QR access codes prior to arrival. It also has visitor WiFi to reception and a WiredScore Gold certification.

In a hybrid world creating a compelling client experience also means ensuring that the client experience is consistent in a virtual setting. Examples of this include installing the best video conferencing technologies, ensuring the highest levels of connectivity for uninterrupted calls and the ability to deliver hybrid events, whereby some clients join physically and others virtually.

Going forward more clients will be considering a law firm’s ESG credentials before doing business with them.  Underscoring this point, a survey by DWF found that three out of five businesses, have lost out on work as a result of the company’s ESG commitments. Occupying a highly sustainable, inclusive and healthy office demonstrates a commitment to ESG.  

Finally, client-centricity may influence location decisions. Mills & Reeve, for example, relocated to Circle Square in Manchester to be part of an ecosystem of tech and education companies, both key focus sectors for the law firm. The location also reflected their innovative culture.

Offices are a powerful tool in building deeper client engagement and winning more business and strong consideration must be given to the client experience in order to make the right impression.