Client Care – the Importance of Soft Skills, Customer Service and Marketing

Posted By: on 25th July 2024 | Category: Blog

Adam Davis, Residential Leasehold Law Partner at Coole Bevis emphasises that exceptional client care, personalised service, and effective communication are key to standing out in legal practice.

I firmly believe that good customer service and client care skills are the very qualities which distinguish the top lawyers from the good ones. Of course, the relevant technical knowledge and practice experience can’t be overlooked but let’s be honest, a client will view these as pre-requisites in any event. However, honed people and interpersonal skills go to the very core of excellent customer service, and it is these qualities which separate the provision of mundane legal jargon, from intelligible and tailored guidance, leading to a happier client.

In order to achieve this, taking the time to develop an understanding of your client and their specific objectives is paramount – no two clients are alike, and it is poor practice to apply a pro forma service across your client base. For example, my approach to a landlord client who has never previously dealt with legal matters will differ entirely to how I would navigate a file for one of my long-standing commercial landlord clients, well versed in the world of property and whilst their objectives may be similar, the manner in which I achieve them will not be. Accordingly, I may adapt the tone, method and frequency of my advice to accommodate the specific needs of each client; possibly the perennial property magnate prefers to proceed by email updates only, on a very infrequent basis so as to not clog their already overflowing inbox.  Conversely, Ms Bloggs, seeking legal advice for the first time, will likely benefit from an initial in person meeting, followed by regular and comprehensive written updates. I may also supplement my written guidance with telephone calls to ensure her continued understanding and satisfaction. Evolving these soft skills allows you to become attuned to these nuances, and fashion your service accordingly.

Developed skills of this nature are not only beneficial when dealing directly with your client, but will also enable you to collaborate more effectively with colleagues and third-party experts. This capability to work cooperatively can be central to delivering the most well-rounded service possible; for example, your client may require a fire expert’s report to comply with an imminent deadline, and your ability to persuasively convey the time constraints and urgency may prove crucial in ensuring the expert agrees to prioritise your client, and expedite their matter.

There is also a direct link between superior customer service and marketing, specifically the ability to promote oneself accurately and honestly to showcase your expertise, experience and most importantly, your ability to exceed client expectations. Publishing reviews and previous client feedback are the more typical ways of doing so, and these methods can provide a useful snapshot of your services and skills. However, these can also be misleading, or may simply fail to adequately drill down on the quality of service and skills you offer. At Coole Bevis we prepare bespoke marketing materials which very clearly, yet equally succinctly, highlight the experience of all practitioners within the team, notable areas of specialism and our overarching commitment to client care by spelling out what clients can expect from us upon instruction.  This is, in itself, an illustration of elevated client care by furnishing potential clients with a transparent view of your services, ultimately enabling them to make a more informed decision as to why they should instruct you over the next firm.

In closing, whenever I receive a new instruction, I always attempt to put myself in that particular client’s shoes to establish their bespoke needs and how I can best achieve them. I think it can be easy to forget that the majority of clients are engaging with legal professionals for the first time, which can be an intimidating experience. We find ourselves within a very unique profession whereby we are, quite rightly, held to a higher standard of service and professionalism and in acknowledging this privilege and elevated responsibility, we take the first steps towards exceptional customer service and outstanding client care.

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