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Law firm clients are increasingly tech-savvy, aware of market pricing, and better informed. That increase in knowledge has led to higher expectations of law firms. Firms are now fiercely competing to provide the best client experience, promising round-the-clock communication, total transparency, and more time spent on results-focussed work, all at competitive costs.

In short, client expectations have never been more demanding and firms are working harder than ever to meet them. But that can come at a cost to the firm, requiring longer hours, claiming more labour, even risking burnout. In this article, we explore trends that have shifted client expectations and offer five best practice tips to help firms manage client expectations.

Recent trends in client expectations

The law firm-client relationship has changed. Just a few years ago, trust and confidentiality ruled, with clients broadly picking firms based on status, brand name, and reputation, often showing loyalty to firms they knew. But that has drastically changed in recent years, with shifts to working processes and business models. Below we look at the key trends.

Round-the-clock access since Covid-19

Over half of firms say their use of tech increased since the pandemic, according to a . The increased reliance on tech shifted client expectations. Lockdowns meant new forms of client interaction – largely by screen, usually on Zoom or Teams, sometimes using collaborative tools – which meant an increasing emphasis on immediate results and a higher expectation of round-the-clock access.

Greater transparency after the pandemic

The use of the cloud, open-source data software, cloud-based CRM systems, and more sophisticated tech such as has broadly led to an expectation of greater transparency, with clients realising that they can have constant access to information. Cloud-based programmes allow firms to alter information at any time, from anywhere, which leads to more collaborative opportunities, along with a greater sense of accountability.

Increasing emphasis on fair billing

Double billing has long been cited as a major problem for clients. Tech has, as suggested above, increased transparency, which has led to new demands around billing. Platform law firms, for example, are increasingly opting for a fixed-fee basis that removes hourly billing targets and . Small- and medium-sized firms are starting to follow suit, as clients increasingly expect greater transparency (and flexibility) with fees. The move may prove beneficial to lawyers, too, helping them avoid admin and focus on client work.

Competitive pricing amid cost-of-living crisis

Clients are increasingly price sensitive, even during prosperous times. But during the , coming hot on the heels of a global pandemic, clients need to mitigate risk and find the best possible return on investment. Clients will prioritise results, , and ensure fairer billing practices. All of that will come with an expectation of competitive rates, as clients are increasingly savvy to market prices.

Five ways to manage client expectations

Recent trends show that client experience is an area of increasing competition. Law firms of the future will need to find new and innovative ways to manage, meet, and exceed client expectations. Managing expectations is perhaps the most difficult task of all, requiring preparation, organisation, honesty, and anticipation. Below we list five practical ways that law firms can effectively manage client expectations, starting with a plan.

1. Set clear deliverables and plan ahead

You should set goals, assign responsibility, establish points of contact, propose timelines and deadlines, detail each and every deliverable, and create an agreed-upon plan at the earliest possible stage. That plan should be realistic, achievable, and agreeable to both parties. It should include much of what is discussed below, including modes of communication, accepted working hours, tools and platforms you will use, and other relevant information.

2. Practice open and honest communication

Communication is the . To start, firms should establish the modes of communication that should be used, whether that allows just email and videoconferencing, or whether other modes are available, such as the exchange of mobile phone numbers and instant messaging. Firms and clients should practice open and honest dialogue from the beginning and continue that dialogue, keeping clients up to date, giving them all relevant information, and alerting them to any changes to deliverables.

3. Set realistic working hours

It’s a simple one, but too many firms allow round-the-clock access. And other firms do not specifically allow round-the-clock access, but leave room for it by not setting effective boundaries. It is thus essential that firms ensure both parties agree on and adhere to the proposed working hours, perhaps allowing for flexibility on particularly time-sensitive pieces of work. The hours will depend on the nature of the work and the flexibility of the law firms.

4. Use tech efficiently

Transparency is vital in the law firm-client relationship. But that does not mean that you have to gain constant access to clients at all information at all times. Tech can help you to navigate that (and many other) issues. Consider a project management system, for example, which will let all stakeholders locate and store documents and monitor case progress in real-time. The platform could also help lawyers differentiate between the documents clients can access and private documents. Such systems create a smooth relationship with the client, tracking how you are working, while simultaneously providing greater data and legal security.

5. Reduce admin

Clients expect you to spend your time efficiently – and that’s a fair expectation. Firms thus need to reduce admin using effective tech. Lexis+ offers quick and accurate answers to legal queries using practical guidance. The tool provides leading legal content matched with technically driven insights, delivering a premium legal research experience that is powerful, intuitive, easy-to-use, and fast. That will allow firms to both free up admin time and spend their remaining time more effectively. Such precise and focused work, delving into problem-solving and decision-making, remains essential for an effective law firm-client relationship.