Approach the ACC's Value Challenge with a Powerful Tool
"Client interviews are one of the most powerful and underused resources," said Timothy Boyce, managing partner of the Charlotte office of Dechert LLP, at a conference last month held by the Southeastern Chapter of the Legal Marketing Association. Boyce spoke on a panel discussion based on the Association of Corporate Counsel's Value Challenge, which recommends that law firms engage with clients to define value, discuss potential innovations, and implement solutions for mutual benefit.
Boyce went on to describe what he learned from a client interview. Expecting to hear about a
solid relationship, he was surprised to hear the client say that service was
waning. "It was an eye-opening
experience."
Boyce's experience is common among firms that implement client service interviews, but it is advantageous, too."We also learned that
we did not always enjoy the wonderful relationship we thought we had with
certain clients," added Patricia Rosen, director of client development and
marketing at Smith Anderson Blount Dorsett Mitchell & Jernigan LLP,
"but it was gratifying that we could work on the problems."
Don't do it yourself
As the discussion
continued, panelists addressed handling the interviews internally, or retaining
a neutral third party. "We found that clients are more willing to share their feelings with someone from outside the firm," Rosen said.
The appreciable gains
Rosen concluded with three vital points."One, it's imperative to conduct these interviews. Two, you may find new business opportunities from them. And three, the interviews will provide you with good competitive intelligence. You'll find out what other firms are offering your clients."
Pay attention to the Value Challenge
The ACC's Value Challenge is setting a new stage for client relationships. The world's largest organization serving the interests of in-house attorneys around the globe, its membership is nearly 25,000 counsel employed by more than 10,000 organizations in 80 countries.Strategic Client Interviews can be the powerful resource your firm can utilize to respond to the Value Challenge.
Verbatim is published
electronically by JKS & Company LLC/Strategic Client Interviews.
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.
Copyright 2009 JKS & Company LLC. All rights reserved.