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Here's a truth that many lawyers overlook: clients often judge the quality of your legal work by the quality of your service, not the other way around.

Think about it. Most clients aren't qualified to evaluate the technical excellence of your work product. They can't easily distinguish between a good brief and a great one, or identify the subtle strengths of how you structured a deal. But they are absolutely qualified to judge how you treat them, communicate with them, and respond to their needs.

This reality makes client service one of the most powerful levers you can pull to build your practice in 2025. Your existing clients are your most valuable assets – they're not just your current revenue stream, they're your best source of future work and referrals. But only if you serve them exceptionally well.

So what does exceptional client service look like? Here are a few areas to focus on:

First, providing great client service means thinking beyond the billable hour. Ask yourself: How can I add value to this client relationship? Share relevant industry insights, make valuable introductions, or offer complimentary training for their team. Look for opportunities to demonstrate that you're invested in their success, not just their legal spend.

Second, it means truly listening. Don't assume you know what your clients need – ask them. Engage in regular dialogue about their business goals, challenges, and concerns. What keeps them up at night? What opportunities are they excited about? How can you help them achieve their objectives?

Third, it means being conscious of their budgets. Nothing erodes trust faster than surprise bills or cost overruns. Be proactive in managing and discussing budgets, providing regular updates on spending, and offering creative fee arrangements when appropriate. If you see costs trending higher than expected, communicate early and openly.

Fourth, it means creating a client service culture among everyone who touches your clients' work. Your clients don't just interact with you – they interact with your associates, paralegals, and staff. Make sure everyone understands the importance of responsive, thoughtful client service. Train your team on communication best practices and set clear expectations for response times and quality standards.

Finally, it means being proactive rather than reactive. Don't wait for clients to ask for updates or raise concerns. Anticipate their needs, flag potential issues before they become problems, and regularly check in even when there's nothing urgent to discuss.

These are just a few ideas for improving client service. Since you know your clients best (or at least you should), I’m sure you can come up with a bunch of additional client service levers to pull.

It’s worth the effort, because in a world where legal competence is increasingly viewed as table stakes, exceptional client service can be your key differentiator. To paraphrase Toni Morrison, your clients may not remember every legal victory you achieve for them, but they'll never forget how you made them feel along the way.

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Jay Harrington is president of our agency, a published author, and nationally-recognized expert in thought-leadership marketing. 

From strategic planning to writing, podcasting, video marketing, and design, Jay and his team help lawyers and law firms turn expertise into thought leadership, and thought leadership into new business. Get in touch to learn more about the consulting and coaching services we provide. You can reach Jay at jay@hcommunications.biz.

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