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Adding Value with a Client Visit Initiative
The increasing competition in the legal industry highlights the importance of differentiation and adding value beyond the work product. Face-to-face interactions with clients are a critical component in differentiation because they provide the opportunity to understand better the nuances of clients' businesses, develop deeper relationships, and drive productive collaboration.
Under this guiding principle, Baker Donelson spent the past five years emphasizing the important role client visits play in providing exceptional client service. In response to the realities of the legal industry, including changing market dynamics and increased competition, the firm was determined to put a more singular focus on in-person client interactions.
Toward that end, in 2016, Baker Donelson launched a Client Visit Initiative that leveraged training, software, and gamification and resulted in visits to more than 2,650 clients. The in-person interactions afforded the attorneys a deeper understanding of the clients' goals and personal interests. They also provided opportunities to enhance service delivery based on the feedback the clients shared. Firms of any size can apply the fundamentals of this Client Visit Initiative to enhance the value they provide to clients.
Getting Started
The key driver for the client visit initiative was for attorneys to increase the number of meaningful face-to-face interactions with clients outside the course of normal business. That focused the firm's efforts in three areas: 1) increasing the frequency of client visits; 2) improving the quality of those interactions; and 3) tracking the visits to better support follow up.
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