Building Enduring Client Loyalty (eBook)

Acknowledgements 7

Part 1. Introduction 9

Part 2. The loyal client framework 11

I. ‘Loyalty’ as defined by clients 11
II. Clients as loyalists 17
III. The competitive landscape and how to stay differentiated 22
IV. The loyal client life cycle 27
V. Customer experience – going beyond exceptional service to earn loyalty 30

Part 3. A roadmap: getting started on the right foot with new clients 35

I. Building the foundation of being trustworthy and trusted 35
II. Understanding clients 39
III. Onboarding new clients – establishing mutual expectations and protocols 45
IV. Seeking client feedback and insights to improve long-term loyalty 49

Part 4. Developing loyal client relationships 55

I. From expert to trusted partner and business adviser55
II. Developing and nurturing long-term relationships 60
III. Maintaining and deepening client relationships remotely 65
IV. Addressing challenging or difficult clients 69
V. Client account management and key client teams 73
VI. Succession planning – retaining clients over the long term 84

Part 5. Earning loyalty through value, innovation and collaboration 89

I. Adding value for clients 89
II. Initiating innovation and aligning value 93
III. Client convergence and preferred provider panels 102
IV. Cross-serving clients (aka cross-selling) 106
V. The role of collaboration 116
VI. Committing to diversity to earn loyalty 120

Part 6. Interviews with industry leaders and innovators 125

I. Jeff Carr, former senior vice president and general counsel of Univar Solutions and FMC Technologies, and inventor of the ACES Model 125
II. Mark Chandler, executive vice president, chief legal officer and chief compliance officer, Cisco Systems, Inc 131
III. Vincent Cordo, former central legal operations officer and global sourcing officer, Shell Oil Co; now chief client development and relationship officer, Holland & Knight 138
IV. Christopher Marston, founder and CEO, Exemplar Companies 144

Part 7. Conclusion

I. Healthy client roadmap: 25 tips to keep clients happy, satisfied and loyal 147

Part 8. Appendices

Appendix I. Covenant with counsel 155
Appendix II. Guidelines and procedures for outside counsel 157
Appendix III. Steps to conducting effective client interviews 160
Appendix IV. Sample client relationship and feedback questions 165
Appendix V. American Bar Association Resolution 113 to help promote diversity in the legal profession survey 170
Appendix VI. Case study: Kristen Cook, associate general counsel, 7-Eleven, Inc and SEI Fuel Services, Inc; and winner of two ACC Value Champion Awards 171

Notes 173

About the author 175

About Globe Law and Business 176