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<b><i>Voice of the Client:</i></b> Attention, Lawyers! Collaborate with Your Clients
In this column, we bring the views and opinions from the client's perspective into focus on issues involving pricing, service, marketing, strategy, differentiation and more. When it comes to relationship management, many firms fail to consider the value client involvement can bring to key business processes such as succession planning or client team transitioning.
Clients expect to partner closely with their outside counsel on all business matters, including any number of unforeseen events that may affect long-standing relationships. At this year's Marketing Partner Forum, a session titled “The Company We Keep: Mastering Client Collaboration in Relationship Management” examined the underlying business case for inextricable collaboration between law firms and their most valued clients. The panelists included: Christopher Lenhart, Senior Vice President & Deputy General Counsel, US Bank; Lucy Endel Bassli, Assistant General Counsel, Legal Operations & Contracting, Microsoft Corporation; Andy Hinton, Vice President & Chief Compliance Officer, Google Inc.; Katie Potter, Vice President & General Counsel, Five Star Quality Care, Inc.; and Pamela Tracey, Vice President and General Counsel, Osram Sylvania.
Their outside counsel “spend” ran the gamut of a few million to several hundreds of millions of dollars each year. Interestingly, no matter the size or budget of these clients — they were all in agreement: “Collaborate with Your Clients.” The session moderator, Allison Prince, guided a conversation with the panelists, who shared ways law firms do — or could — establish themselves as business partners to deliver more value.
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