According to research from BTI Consulting, just over one in four corporate counsel would recommend their primary law firm to a peer. That’s a dramatic drop from 69% in 2020. The reason? It’s not a decline in legal skill—but in how firms deliver the client experience.
This shift reflects a growing expectation among clients: legal excellence is the baseline, but what sets a firm apart is how well they listen, engage, and collaborate. As law firms and their clients face a more uncertain economy and the possibility of softening demand, investing in a stronger, more connected client experience is not just good practice—it’s a smart, strategic investment.
A well-designed, intentional client experience builds trust, strengthens relationships, opens the door to new work, and increases referrals, without the high costs of chasing new leads.
The Six Pillars of Client Experience
Here are six strategic ways your firm can elevate the client experience:
1. Be Intentional About Relationship Building
Too often, firms focus exclusively on the General Counsel or primary decision-maker. But legal matters are rarely influenced by one person alone. Broaden your reach to include key stakeholders—paralegals, business unit leaders, operations teams, and other executives.
A “Relationship Map” can help. Identify current and future decision-makers, influencers, gatekeepers, and internal champions. Then, match each with the right member of your legal team to deepen connections across the organization. This intentional approach signals your investment in the client’s broader success—not just the current matter.
2. Understand Their Business—Enter Their World
Clients want counsel who understand not only the law, but their world. That means staying current on industry dynamics, business trends, competitor activity, and customer expectations.
Develop a shared understanding across your client team. Regularly discuss what you’re observing about the client’s marketplace, their organizational goals, and emerging challenges. When you demonstrate this kind of business fluency across your entire team, you shift from being a legal vendor to an agile, strategic advisor.
3. Elevate Everyday Communication
One of the fastest ways to improve client satisfaction is to communicate early, clearly, and consistently.
If your client has to ask for a status update, you’ve already missed a chance to build trust. Be proactive with timelines, potential roadblocks, or emerging opportunities with planned, consistent communication that actively manages expectations from start to finish. These touchpoints create opportunities to stay in sync, avoid surprises, and reinforce your shared understanding of what success looks like at every stage. Share relevant articles, regulatory updates, or industry trends. Check in personally, not just professionally. Thoughtful, low-stakes communication builds equity for when stakes are high.
4. Make Feedback a Two-Way, Ongoing Conversation
Client feedback shouldn’t be a one-time survey or an awkward post-matter call. Make it a regular, open-ended part of your relationship.
Go beyond “How are we doing?” Try asking:
- “What challenges are you facing that no one’s asked you about yet?”
- “What’s a bold idea you’d love to explore—if time, budget, or systems weren’t a constraint?”
These types of questions spark strategic dialogue and demonstrate your commitment to continuous improvement and shared success.
5. Show Appreciation—And Amplify What They’re Doing Right
Clients have choices. Acknowledging and appreciating their partnership matters.
Thank them for their trust and go a step further: highlight what they are doing well. Share their successes, give credit for smart decisions, and affirm their leadership. Recognition, especially in front of their internal stakeholders and peers, builds goodwill and positions you as a true partner, not just a service provider.
6. Be Transparent About Fees and Budgets
Nothing erodes trust faster than a surprise invoice.
Be upfront about scope, costs, and contingencies. If changes are likely, communicate early, framing the conversation around the value and outcomes you’re delivering. Clients want predictability and respect for their budget. Transparency shows you understand that their bottom line matters as much as your own.
The Bottom Line: Loyalty Must Be Earned
Strong legal prowess is essential, but it’s not enough to inspire loyalty. Today’s clients expect meaningful engagement, business fluency, and transparency. They want to feel known, valued, and supported.
The firms that stand out are those that don’t just complete matters—they build relationships, co-create solutions, and consistently show up as strategic collaborators.
Improving your client experience isn’t just good service, it’s smart business.
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Alycia Sutor, Managing Director at Growth Play, helps lawyers and executives accelerate sales performance and revenue growth by unlocking strengths and research-based insights. Connect with Alycia on LinkedIn.
