THE VALUE OF AN ENGAGED CLIENT.

• Jurisdiction: United States
• Date: 01 September 2016
• Author: Huxford, Krysta S.

A few years ago, Davis, Agnor, Rapaport & Skalny underwent a branding overhaul. The partners and I viewed this undertaking as a chance to engage our clients and referral sources through an exercise to see how our firm was perceived in the community. After all, perception is reality, and if we wanted to be recognized as the go-to law firm in our region, we needed to understand what others thought of our brand.

It was a strenuous process in the sense that receiving feedback can cause anxiety and unease. However, it generated phenomenal insight into our current brand and the new brand for which we were aiming. Feedback came from several categories of our contacts: clients, referral sources and community leaders. Participants deemed overall firm strengths as responsiveness, accessibility, attentiveness, reasonable rates, personal relationships, caring, reputation, connections and community involvement. When asked about the strengths of individuals within the firm, many named the same descriptives, but they also cited such adroit...