2015 WHAT’S HOT AND WHAT’S NOT IN THE LEGAL PROFESSION – Update

ROBERT W. DENNEY

This, our 27th annual report, has been the most difficult of all to write because of the volume of continuous, sometimes conflicting, changes affecting the legal profession — which many firms still have not recognized or accepted. As always, “What’s Hot and What’s Not in the Legal Profession” is based on information we compile throughout the year, not only from clients and many other firms but also from surveys, legal departments and providers of legal services and support to law firms and their clients……read on – http://bit.ly/1NbKgCj

SO “WHAT’S IT ALL ABOUT, ALFIE?”

As we were in the midst of preparing this report, one of my collaborators said to me, “From where I sit, all I’m hearing is ‘change!’”

“We’ve gotta change.”

“We are experiencing a tsunami of change.”

“The profession is experiencing radical change.”

“And yet, as far as I’m concerned, we ain’t seen nuttin yet.”

Those words sum up what we have reported here while pointing out examples — by no means all — of the developments, trends and issues affecting the legal profession. But the question in my mind, and in the minds of many, is: “Will the legal profession survive?”

I believe it will — if members of the profession follow the advice my late father-in-law repeated, constantly, to his family: “Do what you have to do, when you have to do it, whether you want to do it or not.”

Marketing Partner Forum: The Client Experience

This year’s 21st Annual Marketing Partner Forum in Naples, Florida has been focusing on redefining client value in a competitive & changing industry. If you were not able to attend the conference, make sure to stop back throughout this week and next as we will be recapping the sessions and sharing content from the event.

Yesterday, kicked off with various pre-conference workshops and champagne roundtables. We were able to attend the “Client Experience – Competing on Service or Using Metrics to Enhance the Client Experience” roundtable, which provided great advice for and key considerations when benchmarking the client experience. Deborah Farone, Catherine McGregor, and Lesley Wan had the following to share:

When measuring the client experience, it is first important to establish what it is that you are exactly trying to measure. Are you measuring your brand awareness or client satisfaction, or are you mining for client opportunities. If it is the client satisfaction that you are measuring what are you really trying to find out more about: the work, the lawyers, the fees, the service, or the overall client experience? You must then decide which clients you will study: legacy, recently retained, or clients with untapped potential? There are numerous ways you can move forward in surveying your clients.

The most important advice they provided, which has been reiterated in numerous sessions today, was that once you get your findings make sure you ACT on them. Share the information with relevant parties both in your firm and outside the firm, report back to the client if problematic issues were discovered and how you will address them, and make sure to capitalize on any unexpected opportunities that are discovered.

INTERACT: How have you measured your client’s experiences and what are some of the biggest challenges you have encountered?