Back
PM Forum - Bristol
The changing client dynamic - how can MPs and BD/Marketing work together to drive BD and enhance the client experience?
When debating the thorny topic of how MPs and BD teams can work together to enhance the client experience, it's critical to consider this against the backdrop of the significant changes that have impacted the legal marketplace in the last 18 to 24 months.
The panel started by providing a broad stroke picture of these changes - from the increasingly strategic role of the GC and the challenge of managing a multi-layered legal function, to client loyalty (and lack of!) due to greater choice in the market (new entrants, outsourcing), from changes in procurement processes to the ever present downward pressure on fees and its potential impact on quality.
So in this fast changing environment, how can we close the gap between client expectations and service delivery, and where can value be created? Also, as firms strive to maintain profit margins and seek solutions to reduce costs (offshoring, back office outsourcing, staff reductions) do firms risk a drop in service quality that will further weaken their position with clients allowing new entrants to gain further momentum in a rapidly changing market?
Focused messages, justifying value and anticipating client needs will be key. BD teams can support and work with MPs to:
- Upskill lawyers through coaching/mentoring to empower them to be confident in delivering BD activities themselves
- Ensure that mixed pricing strategies form part of the dialogue with clients - consider commodity, complex, risk sharing
- Promote relationship accountability - where are the weakest links - view the entire relationship
- Bring in elements from other support teams, such as finance and procurement, to evolve the offering
- Spot and explore opportunities by being the "ear" to clients - what's their plan - moving beyond the immediate point of sale
- Identifying ways to build brand - eg social media - linking individual and firm brands
But, as in the words of Stephen Rosser, "remember, they are only lawyers..."
The panel comprised Stephen Rosser, managing partner of Clarke Willmott, Jeremy Richards, partner in charge of Jones Lang LaSalle, Jim Brown, managing partner of BDO LLP, Emma Price, business development director of Bond Pearce, and Peter Kane, director of The BD Consultancy, and was chaired by Hamish Munro, chief executive of Guildhall Chambers.
Helen Veale
Bevan Brittan
Back
