Law360 Canada (April 16, 2025, 3:21 PM EDT) — You may believe you are already offering the very best service. Some of your clients may even have told you so. But in my experience, you can never put too much
emphasis on excelling in client service. It is the number one differentiator between you and your competitors.
It is widely accepted that the most critical first step in growing a law firm is to focus on providing the best service by taking exceptional care of your clients. Getting referrals from your clients will never be matched by any
other business strategy for lasting growth.
This is not just about doing the legal work well. It ensures your clients feel great about choosing your firm for their legal needs, and when you do that, they will tell everyone they know.
Keep in mind that business development, marketing, HR and client service intertwine.

Market opportunities
Service innovation is often considered the most critical non-marketing strategy in marketing itself. Slight competitive advantages can become significant game-changers, while weaknesses can prove fatal.
Knowing the legal industry as I do, you have many opportunities to stand out from your competition and own a more significant market share. One thing I know for sure is that law firms that act now with a client-centric approach will create long-lasting opportunities.
Redefining legal services through innovation and personalization
In 2025, client expectations for legal services are higher than ever. Law firms must go beyond expertise and case wins — service excellence is now the key differentiator. From personalized experiences to cutting-edge technology, firms prioritizing client satisfaction will lead the industry.

What defines client service excellence?

1. Proactive communication — Clients expect regular updates, clear timelines and
   responsive interactions. Law firms should use automation but maintain a personal touch.
2. Tech-driven efficiency — AI-powered research, client portals and secure document
   sharing streamline processes, enhancing transparency and accessibility.
3. Personalized and customized legal solutions — Every client’s case is unique. Tailoring
   legal strategies and services to specific needs builds trust and strengthens relationships.
4. Value-based billing — Avoid the billable hour and focus on the value and impact you have
   on your clients.
5. Train for service excellence — Empower your team with customer service training that
   focuses on empathy, active listening and problem-solving.
6. Ethical and transparent practices — Transparency in billing, case progression and legal advice fosters long-term client loyalty.
7. Efficient distribution of work — Ensure the work is served most efficiently. In other
   words, senior lawyers should not do the job that a junior lawyer can, and juniors should not do
   the work that a paralegal can.
8. 24/7 accessibility — Virtual consultations, AI chat assistants and self-service legal tools
   ensure clients feel supported anytime, anywhere.
9. Measure and improve — Gather client feedback regularly and adapt your approach to
   improve service delivery continuously

Enhancing client relationships through strategic communication

In today’s legal landscape, proactive communication is no longer optional but necessary. Clients
expect regular updates, transparency and responsiveness without chasing their attorneys for
answers. Law firms that embrace proactive communication improve client satisfaction and enhance
efficiency and trust.
Key strategies for proactive client communication
a. Set clear expectations from day one Outline communication timelines, case milestones and preferred contact methods during the initial consultation. Clients should know when to expect updates and how they can reach their legal team.
b. Leverage technology for automated updates Implemented client portals, automated emails and SMS reminders to inform clients of important deadlines, document requests and case progress. AI-driven tools can also provide real-time case tracking.
c. Regular check-ins without client prompting Schedule periodic calls or emails to update clients on their case status — even when there’s no significant development. This reassures clients that their case remains a priority. This should be done off the clock.
d. Eyes and ears Encourage everyone on your team who interacts with your clients to be your “eyes and ears.”
Here is what it looks like: imagine that one of your lawyers or paralegals is on a regular check in call with a client. While on that call, they learn of a significant and impending need. This staffer then relays that information to a senior or managing partner. The partner then jumps on a call with the client and, soon after, meets them at their place of business. This turned out to be a significant requirement with a substantial fee. This very thing happened to one of my clients.
e. Use plain language, not legal jargon Clients appreciate clear, easy-to-understand communication. Avoid complex legal terms and ensure all updates are concise and actionable.
f. Personalized client interaction Each client’s concerns are unique. Address their worries, offer tailored legal advice and demonstrate empathy in every conversation. Client service excellence leads to lasting growth – Law360 Canada
g. 24/7 accessibility through digital solutions Offer AI-powered chatbots, online FAQs and self-service portals to answer common questions, ensuring clients feel supported anytime

Benefits of proactive communication for law firms

• Higher client satisfaction and trust — Clients feel valued and well-informed.
• Fewer client complaints — Transparency reduces confusion and frustration.
• Improved efficiency — Reduces unnecessary follow-ups and back-and-forth.
• Stronger client relationships — Leads to long-term retention and referrals

Act Today

I have always believed that communication is at the heart of everything. The future of law firm-client communication is proactive, not reactive. By implementing these strategies, your firm can enhance
client satisfaction, improve efficiency and stand out in a competitive market. With nearly 20 years of experience coaching lawyers, Gary Mitchell has developed a deep understanding of the complex business issues facing law firm owners in today’s volatile economy. As an accomplished author, Gary has written three books focused on the business of law, including his latest publication, Growing a Law Practice During COVID-19, which has been widely acclaimed in the legal community. His insightful publications have solidified his reputation as a trusted authority in the industry. Gary is working to finish his fourth book, Grow Your Law Firm Around Your Life — You Can
Have It All! He can be reached at gary@cohanleon.saimrasool.com.
The opinions expressed are those of the author(s) and do not necessarily reflect the views of the
author’s firm, its clients, LexisNexis Canada, Law360 Canada or any of its or their respective
affiliates. This article is for general information purposes and is not intended to be and should not be
taken as legal advice.
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