Law firm Wragge & Co have a long-term
commitment to ‘real’ client care. Beginning five
years ago with the appointment of a non-lawyer
to spearhead their approach, they have put
theory into practice. What makes them
noticeably different are four things:
- the innovative benefits, for example ‘panelnet’ gives clients using several different firms the tools to receive information from all of them in the same format,
- ‘hearts & minds’: an internal campaign to communicate the firm’s approach, a culture successfully adapted to quality service – which even has its own ‘lingo’,
And above all,
- clients who really value the service. As one commented “if you could bottle the atmosphere in your offices and sell it, you’d make a fortune”.
Pinsents’ entry indicates a clear commitment to superior client service and relationship management, with numerous integrated initiatives in place to support its efforts.
Over the last three years Pinsents has implemented its Chosen Markets strategy, demonstrating a high degree of strategic clarity and focus. All firm activities are guided by the strategy, including using Chosen Markets criteria to assess potential new clients, aligning remuneration to core strategy, and dedicated client service teams for key clients. Results include deeper client knowledge, and more effective application of firm resources to servicing clients. Part of the evidence is the increase in client value since the implementation of the Chosen Markets program. For example, Pinsents’ 10th ranked client increased in value by 75% over a two year period.
Pinsents’ CRM technology system, iContact, is mature enough to have consolidated most client details, and has achieved strong uptake across the firm. This is illustrated by the high proportion of clients that have their business interests listed in the system, leveraging lawyers’ personal understanding of their clients to tailor communication and interaction.
In short, Pinsents’ strategic clarity has enabled its range of initiatives covering firm structure, technology, processes, remuneration, training, and culture together to support excellence in client relationships.