23. How to Lose the Case and Keep the Client

Have you ever lost a case, or seen a transaction crash, and kept the client? If so, why? This is a critically important question for law firms, because client retention is the key to consistent profitability and sustained growth. Given the importance of the question, it's remarkable how many law firms get the wrong answer.

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The previous lesson started the mini-series on the attorney client experience by asking if clients care about the “attorney journey.” We saw that clients care deeply about how law firms enable their lawyers to deliver the service, and how clients see the benefits of this type of “working wellness.” Now we swap standpoints, and ask if attorneys care about their clients’ experience?

A law firm might assume that if the bill got paid then everything was OK, and if the client gave them another job, then the service must have been great. But that’s caring about themselves, not the client. To get a better handle on this, let’s look at when things go wrong. If you’re a trial lawyer, have you ever lost a case? Sure you have. What if you’re a transactional lawyer, have you ever had a project abort? Again, of course. OK so now, let’s put the client into the equation. Have you ever lost a case, or seen a transaction crash, and kept the client? If so, why? This is a critically important question for law firms, because client retention is the key to consistent profitability and sustained growth.

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