It's a sticky situation ...

• Author: Gravit, Aleisha
• Position: LEADERS - Client loyalty - Brief article

I recently co-chaired a day-long client loyalty workshop in New York with my friend Jennifer Manton, featuring loyalty expert James Kane. As a result, I have been thinking a lot about client loyalty or "stickiness."

Client loyalty is about anticipating and meeting your clients' needs before they have been expressed. It occurs when there is a sense that those needs are met and the perceived value of doing so is high. Creating this high-value perception requires more than just thinking about the client every now and then. It requires dedicating resources to understanding the client (both as a business and individual), nurturing the relationship and then being a true partner. clients want and need their law firms to be allies in driving their success and helping solving problems. But for that to happen, law firms have to shift their focus from service to satisfaction--ask clients what they want and what's most important to them. Two examples of providing satisfaction are: 1) developing a technology tool for the client because you understand their IT resources are tight, and 2) using knowledge...