There is an unspoken understanding that when a client retains counsel, the attorney will be competent and will meet the client’s needs. But in today’s day and age, competence and deliverables by themselves are not enough to make a firm stand out in the marketplace. So how do you differentiate yourself from the competition? Simple: You do everything you can to make sure that your client has a positive experience working with you.
A client service interview is a particularly effective way to gain insight into how effectively your firm is creating a positive client experience and learn what your firm could do to make clients’ experience even better. Speaking directly with the source can open up a world of possibility and help a law firm stand out from the rest. This step-by-step guide gives you all the tools you’ll need to incorporate client service interviews into your firm’s client relationship management strategy.
Beth Marie Cuzzone is Goulston & Storrs' Director of Business Development. She provides client development initiatives and strategic marketing planning to firm members, practice areas, and industry groups. Her responsibilities include client interviews, in-house training, developing strategic direction, and launching revenue-driven activity throughout Goulston & Storrs. Beth has been recognized and awarded several times as an industry leader in professional services marketing and sales. She was a monthly columnist for "Women's Bar Association Newsletter," providing Marketing Tips to readers for several years. Additionally, Beth has dedicated much of her time to support the industry. She has facilitated strategic planning retreats for non-profits such as the International Association of Financial Planners, Women's Bar Association, CPA Law Forum, Norfolk County Law Library Foundation, and Boston Bar Association. She served as the New England Chapter President of the Legal Marketing Association. Beth publishes articles frequently regarding legal marketing and sales in Marketing for Lawyers, The National Law Journal, Lawyers Weekly USA, Corporate Counsel, American Lawyer, and The Boston Business Journal.
Jill Zwetchkenbaum brings her unique lens into law firms by adopting best practices from two of the most advanced client service industries: hospitality and luxury fitness. As a part of her dynamic role within an Am 200 law firm’s award-winning Business Development department, Jill led the firm’s successful client feedback program, which involves conducting and analyzing client service interviews, capturing valuable feedback, and ensuring the firm and its clients continue to remain cohesive. And in her current role at Mintz, Jill works alongside her team and practice group to guide, execute, and support business development and marketing strategies, including those related to client retention and development, communications, and brand awareness. Jill is the Co-Chair the Legal Sales & Service Organization's Editorial Board. Prior to this, she served on the Legal Marketing Association’s Northeast Board’s Executive Committee.
Jill is also the co-author of The Law Firm Client Service Interview Playbook, a step-by-step guide to incorporating client service interviews into your firm’s client relationship management strategy.
