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Fill in the Gaps of the Other Mega-Firms

Even mega-firms have gaps in their services. Sometimes, though, that gap isn’t necessarily about the legal services provided. They’re mega-firms, after all. Again, we’re right back to looking at what the clients and potential clients really want. For a mega-firm to take the business of another, even in the ultra-competitive legal sector, it becomes a matter of being responsive to clients and potential clients. While lawyers, paralegals, and other legal staff are undoubtedly busy, the proper time must be taken to return phone calls, emails, and to truly listen to clients and potential clients. When mega-firms stop looking at the dollars and start looking at their clients and potential clients as people with needs that must be met, they’ll begin to siphon off clients of the other mega-firms.

All clients and potential clients, regardless of their income, want someone they believe actually hears what they’re saying. And it just so happens that most people who are represented by mega-firms are financially stable…and they understand and appreciate paying more for service that they know they won’t get anywhere else.

Going the Extra Mile

For one mega-firm to lose enough clients to go out of business, other mega-firms must be willing to go that extra mile. Despite living in a society where technology seems to at least sometimes overcomplicate our lives, going the extra mile requires two main components:

1. Mega-firms to properly utilize technology to make things easier on their clients (user experience); and
2. Go back to the basics of customer service.

Technology that delivers files, allows e-signatures, and enables clients to make appointments or even talk with their lawyer online is great…if clients understand how to use it. Mega-firms should ensure that they choose the best technology solutions that are easy for their clients to use.

Mega-firms must not forget the human element. In a recent article where Jack Ma, the CEO of Alibaba, was interviewed, he mentioned that he believed that there were some jobs that would never be given over to AI because some things inherently rely upon human interaction. It goes back to customer service basics: treat others how you want to be treated, use active listening, and be courteous enough to return phone calls and emails (because clients can and do go to other firms; the number one bar complaint? Bad communication.

Will One Philadelphia Mega-Firm Consume the Others?

Only time will tell whether one Philadelphia mega-firm will consume the others. If it happens, it will be because the managing attorneys truly understand the importance of keeping the human element in the practice of law and learn how to properly scope out their competition to better serve the marketplace.