Thought leader

By Gillian Gilthorpe, director of communications, Robert Muckle LLP

If you have a business that has a unique product in the marketplace and you launch it with a strong marketing and branding campaign, supported by market research, it is not difficult to see that you should have a successful company.

Unfortunately, it is not so easy for law firms to improve their market position when they are in a mature market and all firms are basically communicating the same message. We are all aware that buyers of legal advice rarely distinguish between law firms on the basis of technical expertise, but rather what else is added in terms of service. The challenge for law firms is to find out what appeals to their individual clients. It may well be the specialisation of their services, their sector understanding, their employee policies or even their corporate-social-responsibility policy.

Interestingly, most law-firm brochures now say ‘Our people are our biggest asset’, but how many have outstanding training programmes and excellent recruitment policies?

I do believe, however, the way law firms recruit, engage and develop their people is potentially going to be their biggest differentiator in the future.

When looking at customer service, I think law firms could learn something by examining the rise of the boutique hotel market. Boutique hotels aim to provide an enhanced level of service to discerning customers. They operate in a highly competitive marketplace but manage to offer a very different experience that the customer is willing to pay for. They are often in fabulous locations and have outstanding décor and comfort. But the key element of the very successful boutique hotels, based on customer feedback, is the attitude of their people. This starts at the top and goes the whole way down the organisation. Management are aware that they have to train their people so they understand how to provide exceptional service. It’s about offering a different experience, being aware what the customer wants. And, in return, they get repeat business and excellent referrals. They are not trying to offer all the facilities of a large chain hotel. They know that their customers are looking for something different and they work hard to build a special relationship with them.

Running a law firm is no different from running any other business. It comes down to knowing what your client wants. Often all they really ask of a firm is that it is experienced, has a great reputation and is consistent.

Not many clients choose to work with a firm that has the lowest price and usually they are looking for an excellent team of lawyers who can reliably do their work.

Therefore, it is important to invest in your talented people, help them to develop and unlock their potential so they can develop lasting relationships with your clients. And next time you are staying in a boutique hotel, ask yourself, what was the main differentiator – the décor, the location or the people who looked after you?