...elevate your client relationships from transactional to transformative
In today’s competitive legal market, one of the few ways to truly differentiate yourself from the competition is by delivering exceptional client service. But what defines exceptional client service?
To answer that, we can take a cue from BTI Consulting Group, a leading provider of strategic market research to the legal community. Through thousands of interviews with in-house counsel, BTI has identified 17 unique activities that can boost your relationships with clients. Their research provides a wealth of insight into what clients truly value. (To access their complementary report, click here.)
While these 17 activities offer clear guidance on elevating existing client service standards, trying to implement all of them at once can feel overwhelming. With that in mind, we’ve distilled BTI’s insights into four key behaviors.
Below, we’ll break down these valuable core behaviors and explore practical ways to incorporate them into your day-to-day practice.
Be Responsive
- Acknowledging Messages Promptly – Even if you don’t have a full answer, confirming receipt of an email or call shows the client they are a priority. A simple, ‘Message received, I will review and get back to you as soon as possible,’ can go a very long way.
- Setting and Meeting Expectations – Let clients know when they can expect a response or resolution. If you cannot stick to that timeline, inform your client as soon as possible to explain your situation and ask if the deadline is imperative or if it can be shifted a few days.
- Prioritizing Urgency – Understand what matters most to the client and act accordingly, rather than responding in the order things arrive. This is crucial to maintaining a work/life balance. Don't be afraid to ask for a deadline. You might be pleasantly surprised when they say next week vs. tomorrow so you can still make that baseball game.
- Being Available and Accessible – Make it easy for clients to reach you. This could mean a quick reply, offering to call when able, or delegating when necessary. And, for goodness’ sake, set up your voicemail.
Communicate (clearly)
- Using the Right Medium – Have you ever asked your clients what their preferred method of communication is? Some may prefer email, but for those with overflowing inboxes (or Gen Z), a quick text might be best. Incorporate this ask when you send your engagement letter. Nevertheless, some messages are best delivered via email for documentation, while others require a phone call for nuance.
- Being Concise and Direct – Avoid industry jargon (they may not know) or over-explaining or unnecessary details (that may go over their head). Make information easy to digest by using bullets or bolding in written communications. Borrowing from the military: Bottom Line Up Front (BLUF); place the most important takeaways at the top so your client gleans status reports next steps and action items quickly.
- Setting Expectations – Clearly outline next steps, timelines, and responsibilities so there’s no ambiguity. Run each matter as its own individual project in which you are the project manager.
- Confirming Understanding – Ask clients to confirm that you are on the same page. Summarize key takeaways or rephrase points to ensure alignment. Ask questions like, “When I hear you say X, I think of Y. Is that correct?” Clarifying now will save time (and likely money for your client) later.
Anticipate Their Needs
- Thinking One Step Ahead – Proactively identify what the client might need next, before they ask for it—whether it’s a document, an update, a strategic recommendation or introduction. Associates: this means anticipating partner requests as well.
- Looking Around Corners – Helping clients navigate not just what’s in front of them, but what’s coming down the road—whether that’s shifting economic conditions, internal stakeholder concerns, or related legal issues. Be aware of what is going on in their industry and their market and keep them informed.
- Offering Solutions, Not Just Answers – Clients aren’t just looking for legal answers—they’re looking for actionable solutions that consider the broader business context. Tailor your recommendations to highlight both risks and benefits, and where possible, offer options—not just outcomes.
- Being a Strategic Partner, Not Just a Service Provider – When you anticipate needs, you demonstrate value beyond task execution—you become a trusted advisor.
Understand Their Business
- Understanding Their Organizational Structure and Stakeholders – Do you know who the key decision-makers are at your client, what internal politics or approval processes exist, and how your work fits into the broader objectives of the company? Ask these questions to better understand your contact’s role and how you can be a better partner to them.
- Knowing Their Industry Landscape – Understand the regulatory, economic, and competitive dynamics that shape the client’s business, so you can spot risks, identify opportunities, and speak their language. Stay informed by subscribing to industry publications and setting up news alerts to ensure you stay up to date on what is happening to the client.
- Appreciating Their Business Model and Priorities – Know how they make money, how they serve their own customers, their goals and what internal pressures (cost, compliance, innovation, etc.) they’re balancing. Visit your manufacturers to see firsthand the process of creating their products.
- Recognizing What Differentiates Them – Whether it's their brand, culture, size, or approach to innovation—understanding what makes the client distinct can help you be a better ambassador, connector and advisor.
Excellence in client service requires a blend of responsiveness, clear communication, anticipation of needs, and deep business understanding. By implementing these standards, you can elevate your client relationships from transactional to transformative.
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Rebecca Edwards Hnatowski is a marketing and business development advisor with nearly 20 years of experience helping busy stakeholders establish, maintain, and grow client relationships. Connect with Rebecca on LinkedIn.
