I am a client service junkie. I admit it. I am always on the lookout for law firms who are doing more than lip service and actually creating protocols and ­initiatives to make every client feel special. And it is well worth the effort. According to BTI Consulting, “when firms adopt—and truly live by—(client service) standards, their growth in profits per attorney is 1.5 percent higher than firms not ­applying a consistent client experience across their firm.” Michael Downey, a past president of the American Bar Association's (ABA) law practice ­management section states that “lawyers' failure to return phone calls, communicate on matters and move ­matters forward are major causes for ethics complaints.”

So I thought we would look at two small firms doing huge things in the client service arena. Note—none of what they are doing is rocket science or expensive.

West Chester, Pennsylvania-based MacElree Harvey has a great story to tell. Recently several shareholders of the 36-lawyer firm went to a Disney Institute Workshop sponsored by the Greater West Chester Chamber of Commerce. The ­workshop examined how Disney works to create a world-class service experience. Some of the things they learned included how to: “design quality service standards to create a consistent service experience, use tools to gauge the needs, wants, ­stereotypes and emotions of (clients) at an individual level, understand the processes ­necessary to develop a culture that consistently ­delivers exceptional service and recover effectively from a service failure and turn it into an opportunity to strengthen customer relationships.”