By Legal Futures Associate Access Legal
Competition among law firms has evolved beyond just outperforming the firm next door. The real challenge today is gaining and keeping client trust in a world where digital reviews and instant feedback are the norm. Platforms like Trustpilot, Amazon, and Netflix have raised the bar for transparency and customer satisfaction across all industries, including legal services. This brings up an important question for law firms: “Who are you really competing against?”
The answer isn’t just other law firms anymore. Today, every business that shapes client expectations—whether in hospitality, retail, or tech—also influences what clients expect from their legal advisors. To succeed in this new landscape, law firms need to make client experience a top priority.
The new battleground for client experience
In a world of online reviews, client experience has become a key factor that sets law firms apart. Simply having legal expertise isn’t enough anymore. Modern clients expect a smooth, tech-savvy experience with clear communication, prompt responses, and real value.
Clients want to know they’re in good hands and that their legal issues are being handled efficiently and with care. With every interaction open to public review, delivering a seamless experience is now a must.
Our recent research around client experience highlights the top 50 locations and practice areas that deliver 5-star service, showing just how important it is for law firms to consistently exceed client expectations if they want to earn positive feedback and enhance their reputation.
Key elements of a great client experience
Communication: The heart of client satisfaction
Good communication is the foundation of a great client experience. From the very first inquiry to the final resolution of a case, every interaction should be timely, clear, and personalised. Technology can really help here. For example, inCase, a legal mobile app, streamlines communication, keeping clients informed and engaged throughout their legal journey. This not only makes things more accessible but also ensures clients feel supported at every step.
Technology: A double-edged sword
Technology is a powerful tool, but it also raises the bar for what clients expect. Today’s modern clients want seamless, digital-first interactions—whether through virtual meetings, e-signatures, or automated updates.
Client portals, for instance, have become essential in legal services. They let clients access case information, upload documents, and communicate securely with their legal teams from anywhere, at any time. This level of transparency and convenience not only meets client expectations but also helps law firms stand out in a crowded market.
The challenge for law firms is finding the right balance between efficient technology and personalised, hands-on service, especially in complex or high-value cases. Knowing when to offer more direct, personal engagement versus when a more automated approach will do is key to meeting client needs and delivering top-notch service.
Measuring success: The power of client feedback
In an era where Trustpilot reviews can make or break a business, client feedback is the ultimate measure of success. Law firms need to actively seek out and manage this feedback, using it to make smart decisions about how to improve their services. This could involve reviewing major cases, analysing online reviews, and using tools like Net Promoter Score (NPS) surveys to gauge client loyalty.
Our recent research shows how crucial client feedback is in the digital age. Clients aren’t just passive recipients of legal services—they play an active role in shaping a firm’s reputation. Law firms that effectively use this feedback, with tools like inCase and client portals, can better refine their services and build strong, lasting relationships with their clients.
Setting yourself apart
At the end of the day, the question isn’t just who you’re competing against, but how you can stand out in the eyes of your clients. By focusing on client excellence and constantly improving the client experience with innovative tools like inCase and client portals, law firms can build a reputation that truly shines in a competitive market—earning the trust and loyalty that are essential for long-term success.
Enhance your client experience today
See how our software and mobile app can radically improve your client’s experience & benefit your firm. Book a demo today!
