Mark Scarisbrick, Client Services Director at JB Leitch, let’s us know what makes for a great customer experience and why it’s important to remain a ‘constant friend’.

The increasing significance of client experience as a key differentiating factor for law firm clients has been widely reported and commented on in recent months. Mark Scarisbrick, Client Service Director at specialist property solicitors JB Leitch, highlights the value of relationships, robust processes and adaptability in creating a positive – and personalised – client experience.

The Research

There has been some insightful research and comment on what constitutes a good customer experience, largely of course, informed by the desire to improve business performance and secure greater client loyalty. 

In the retail sector, and despite recent retail woes, the John Lewis Partnership model has indicated that the focus on good customer service is a successful USP and a recognised part of their brand proposition. 

Look a little closer and you’ll see that there are common elements to good customer service that can be applied not only to retail but most sectors. 

Engagement, communication, knowledge, guidance, consistency and credibility are some of the key factors that shape client perceptions and create a lasting impression which inspire confidence. These factors transcend the merely “transactional” and are a key part of making your offer distinctive and customer experience positive or memorable.

These points were highlighted in a report by LexisNexis published last year: entitled “Client Experience: The New Differentiator for Law Firms” which put forward three areas of actionable recommendation:

• Firstly, it asks us to actively understand what it means to be a client – their values, pressures, and constraints and focusing on engagement that sees the relationship as clearly distinct from day to day activities to create greater empathy and understanding.
• Secondly, the findings invite law firms to improve the client experience through structured processes. Specifically, this includes building solutions around the client journey and potential pain points.
• Thirdly, the report asks that firms consider value networks and increased collaboration with providers and clients to improve client experience through processes such as co-creation.

It could be argued that the first recommendation is the most significant. Being able to communicate and engage with each other openly, honestly and frankly is a hallmark of trust, and trust is hard earned. This point highlights that once you’ve proven that you can deliver, there is opportunity to consolidate your position as more a consultative partner than a mere service provider. 

Elevating dialogue to this level implies that your views and recommendations are valid, respected and of value. It is also contingent on understanding your client, their markets and pressures – and providing solutions or advice that not only deliver results, but offer additional benefits and improvements, the key tenets of the second recommendation. 

With the third recommendation comes the culmination of this thinking, in extending value through closely collaborating on ways to build greater efficiencies, identify new ways of working and sharing best practice.  

How We Work at JB Leitch

JB Leitch’s journey has always been client centric and many ways the recommendations validate and endorse our approach to client management. That isn’t to say we’re complacent – far from it. In a changing sector, staying agile and able to predict, react and guide clients through stormy seas is paramount.

Flexibility and adaptability have enabled us to gear ourselves for these changes. As per the first recommendation, close collaboration with clients has enabled us to become a barometer for industry sentiment and a conduit in passing learning and predictions back to the clients – aligning with the third recommendation and the power of networks. 

This is a meaningful exchange that adds value through the contextual industry insight we can provide which safeguards client interests.

Through shared learning, training, events and media, there are ample means by which we, and the wider sector, can improve awareness and understanding.  

Underpinning strategic value, are the operational efficiencies offered by rigorous and robust processes outlined in the report’s second recommendation. Specifically, this centres on the client journey.

This is a key point. At JB Leitch we work with landlords and managing agents of varying sizes, with differing portfolios, priorities and processes. To enable us to be effective, we need to provide an approach that is well resourced, robust yet tailored to each client’s requirement. Firstly, as the business has grown and the market continues to diversify, we’ve ensured that structures are right.

As an example, we have 140 full time staff in the firm, within dedicated departments covering service charge, ground rent, forfeiture, real estate matters, residential and commercial property litigation. The specialisms are supported by a large IT team providing innovative client management programs, rich reporting and online management facilities. Each service area has a detailed, tried and tested process map that marries account management with status reporting and ensure complete visibility of our approach to matters. 

However, in providing a client specific service, we factor that the processes can be adapted, and are inherently scalable whilst retaining the core efficiency and integrity of approach. Therefore we are constantly reviewing, refining, collaborating and working to find improvements and efficiencies. Part of our process is recognising that processes evolve.

In Summary

In conclusion, many of these thoughts and the report’s recommendations will resonate with many businesses with a “client first” ethos. Living your business values will in turn bring value to the business. There’s always time to make time. Don’t ever take a client’s faith for granted. Keep communicating and listening. Be consistent, be reliable – in short, be a constant friend.