Key Client Programs

I was going to write a brilliant post on developing a key client programs, but Ed Wesemann of the Edge Group did a much better job than I could.  In his article, "Managing to the Highest Common Denominator", Wesemann outlines 10 critical components of the care and feeding of important clients.  Read the article here. 

Here are some key points:

• Admit that some clients are more important than others.  They are your revenue and profit stream for years to come, if cared for properly.
• Realize that competition is fierce, and that if you don't give platinum service, someone else will.  Surveys show that clients are ready to fire their primary law firm if they don't provide outstanding service.
• Tell the key clients that they are important and show it.  Business services like American Express and even airlines go out of their way to express gratitude, communicate frequently, and make working with them easier for frequent buyers.  What can law firms do?
• Learn the client's business inside and out.  Visit them at their place of business. 
• Give clients top management attention.  Send the managing partner to visit. 
• Ask for feedback in a variety of ways.
• Create a service team that is charged with making and implementing a CUSTOM service plan for the client.  They spend a ton of money on you, you should find ways to serve them that meets their specific needs.

Ed's blog is http://www.edwesemann.com

Comments

[Dan Hull]

This is one of the better posts I've seen in a long time--no matter who gets the credit! Learning the client's business is showing it that it is important. Associate lawyers who will interface with clients in any respect should be told this on day one. Knowing about the overall business picture--from structure and stock price to court cases and regulatory disputes--is not so much a way to dazzle as it is a way to demonstrate genuine care and concern.

Besides, even if you don't charge for learning how the client is put together and operates (which you would rarely do), it adds value to everything you do. Although really good clients should expect this, few ever see it.

Nice post.