Exceptional Client Service for Successful Law Firms

By Steve Fretzin & Audrey Rubin

Exceptional Client Service for Successful Law Firms

The legal profession is often slow to change, but when it comes to client service, there’s no room for complacency. When I had the chance to sit down with Audrey Rubin, an expert in legal operations and business practices, it was inevitable to discuss the critical importance of delivering exceptional client service in today’s competitive landscape. Audrey’s unique perspective, having served as a Chief Operating Officer (COO) at top law firms and general counsel at major companies, sheds light on what law firms must do to not just retain clients, but exceed their expectations. 

Lawyers are trained to think that if they do great legal work, clients will stay loyal. This mindset, which Audrey and I discussed at length, is outdated. The client loyalty myth—that delivering good work at a fair price guarantees loyalty—is no longer true in a competitive market where clients expect more than just solid legal counsel. Audrey shared that lawyers often overlook the fact that today’s clients are looking for a blend of excellent legal work, responsiveness, and a deep understanding of their business needs. Simply put, good lawyering alone is not enough. 

As I’ve observed through my own coaching work, the firms that thrive are those that invest in the entire client experience. It’s not just about the legal outcome; it’s about how the lawyer communicates, anticipates needs, and provides value beyond the basics. Audrey echoed this, noting that clients want proactive service and thoughtful attention to their broader business goals. For law firms, this means going beyond the scope of the immediate legal matter and positioning themselves as trusted advisors. 

One of the key themes in our discussion was the importance of teams. Exceptional client service isn’t a solo endeavor. Audrey emphasized how successful law firms cultivate diverse, cross-functional teams that can collaborate effectively. In her experience, the best results come when firms surround themselves with professionals who bring different perspectives to the table. This kind of collaborative approach not only improves the quality of the legal work but also enriches the client experience. 

In my coaching practice, I often see lawyers hesitant to delegate or share client relationships, fearing it could dilute their control. But as Audrey pointed out, clients appreciate being introduced to a broader team. This deepens the relationship and ensures continuity of service, even when the lead lawyer is unavailable. Building a trusted team also allows lawyers to scale their practices and focus on higher-value strategic work. 

Audrey shared an insightful example of a law firm that went above and beyond for her when she was the COO of Aon’s global law department. Frustrated by the varying rates she had to pay across different jurisdictions, she asked the relationship partner to standardize their billing rates. The partner didn’t hesitate and provided a single, predictable rate across offices, simplifying her budgeting process and eliminating a major pain point. This kind of flexibility and willingness to adapt to the client’s needs is what sets great firms apart. 

Conversely, Audrey also recalled an instance where a firm failed to deliver. Despite its claim of expertise in diversity, the team it sent to a meeting was anything but diverse. It was a glaring disconnect between the firm’s messaging and its actions, and it cost them the client’s trust—and future business. For law firms, the lesson is clear: authenticity and preparation are critical. Clients are paying attention to every detail, and failing to align with their values can result in lost opportunities. 

In our conversation, Audrey outlined a few actionable strategies for lawyers looking to elevate their client service. First, collaboration with clients on joint projects—whether it’s a pro bono initiative or improving internal processes—creates meaningful engagement and strengthens relationships. For example, firms that partner with clients to streamline billing or eDiscovery processes not only improve efficiency but also demonstrate a commitment to solving the client’s broader business challenges. 

Second, availability is paramount. Clients expect quick responses, especially during emergencies. If the lead lawyer isn’t available, another team member should be ready to step in. Introducing clients to multiple people in the firm not only ensures continuity but also reassures the client that their needs will always be met. 

Lastly, diversity matters. Clients are increasingly focused on diversity, equity, and inclusion, and law firms must be proactive in presenting diverse teams. Audrey was clear that law firms can no longer use the excuse of being too small to focus on diversity. It’s about making a genuine effort to reflect the diversity of the world we live in—whether through internal hiring or by collaborating with external partners. 

Exceptional client service is not just about winning a case or closing a deal—it’s about building long-term relationships. As we discussed, one of the most overlooked aspects of client retention is succession planning. Law firms often focus on the relationship with the current general counsel or business leader, but neglect to build relationships with the next generation. Audrey stressed the importance of getting to know the younger executives in the company to ensure continuity as leadership changes over time. 

This is where proactive client management comes into play. By staying engaged with the client’s entire team, and understanding the nuances of their business, lawyers can position themselves as indispensable partners who are aligned with the client’s long-term goals. It’s a strategy that not only helps retain existing clients but also generates referrals and new business opportunities. 

For more information about taking your law practice to the next level, please email me directly at steve@fretzin.com.

Steve Fretzin, an expert at legal business development, is the author of four books regarding the topic and is the host of the Be That Lawyer podcast. He has helped hundreds of attorneys across the world dramatically grow their book of business while living a well-balanced life. He can be reached at steve@fretzin.com.

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