The Shift in Client Expectations
The legal industry is no longer just about expertise or case outcomes. Clients today demand transparency, responsiveness, and a seamless experience that mirrors the service they receive from other industries, such as tech or retail. According to a 2020 survey by Wolters Kluwer, there’s often a significant gap between client expectations and law firms’ ability to deliver, with 34% of new business inquiries not receiving a callback within 24 hours. This disconnect is costly: BTI Consulting reports that only one in four corporate counsel would recommend their primary law firm to peers, down from 69% in 2020, citing poor client experience rather than legal skill as the reason.
In 2025, clients expect law firms to act as strategic partners, not just legal vendors. They want firms that understand their business, communicate proactively, and deliver measurable value. As Shawn Lehocky, CEO of Pond Lehocky Giordano, notes in Law.com, “The firms that thrive are those that treat client experience as a measurable, strategic function of the business.” This shift is driven by macro trends like digitalization, increased competition from alternative legal service providers, and the growing influence of general counsel as strategic business partners.
The Business Case for Prioritizing Client Experience
Investing in CX isn’t just about client satisfaction—it’s a proven strategy for financial growth. Research from PwC shows that 86% of clients are willing to pay more for a superior experience, and companies prioritizing CX outperform competitors by 80% in revenue growth. For law firms, this translates into higher client retention, more referrals, and a stronger online reputation. A study by the American Bar Association found that 70% of clients with a positive experience would refer their lawyer to others, while negative experiences—even with favorable outcomes—reduce loyalty.
Consider the example of Troutman Pepper Locke LLP, a firm recognized for its CX strategy. Their dedicated CX team, shortlisted for the American Lawyer’s Best Business Team award, focuses on client feedback, tailored value programs, and client events like the Legal Operations Summit. Within years, they reported a 40% increase in positive feedback and a 20% rise in referrals, demonstrating tangible returns on CX investment.
Moreover, online reviews play a critical role in client decision-making. BrightLocal’s 2025 report indicates that 86% of consumers read reviews before choosing a law firm, and poor CX can lead to negative feedback that deters prospects. By contrast, firms with stellar CX, like those adopting client portals for real-time case tracking, see a 30% increase in retention and 50% more referrals.
Six Pillars of a Client-Centric Strategy
To rethink CX as a business equation, law firm leaders can adopt the following six strategies, inspired by insights from JD Supra and other industry sources:
- Intentional Relationship Building: Engage not just the general counsel but all stakeholders—paralegals, business unit leaders, and operations teams. Create a “Relationship Map” to identify key influencers and match them with your team to foster deeper connections. This signals investment in the client’s broader success.
- Business Fluency: Understand your client’s industry, competitors, and challenges. Regularly discuss market trends and organizational goals within your team to position your firm as a strategic advisor, not just a legal provider.
- Proactive Communication: Avoid client frustration by providing regular updates, clear timelines, and early warnings about potential issues. Share relevant industry insights or regulatory updates to build trust and demonstrate value.
- Ongoing Feedback: Move beyond one-time surveys to foster open-ended, strategic dialogue. Ask questions like, “What challenges are you facing that no one’s asked about?” to spark meaningful conversations and show commitment to continuous improvement.
- Show Appreciation: Acknowledge clients’ trust and amplify their successes. Highlight their smart decisions or leadership in front of stakeholders to build goodwill and position your firm as a true partner.
- Transparent Billing: Be upfront about costs, scope, and contingencies. Communicate changes early, framing discussions around value delivered to maintain trust and align with clients’ budget priorities.
The Role of Technology in Enhancing CX
Technology is a game-changer for CX in 2025. Firms adopting client portals, automated document drafting, and AI-driven analytics are meeting clients’ demands for speed and transparency. For example, Clarilis’s intelligent drafting technology reduces document preparation time by up to 90%, freeing lawyers to focus on strategic tasks like relationship-building. Similarly, firms offering fixed pricing or flexible billing models are aligning with client expectations for predictability, as noted in Legal Business.
The pandemic accelerated tech adoption, with remote work leading to more direct client communication and efficient processes. However, only 79% of law firms in 2020 had dedicated innovation teams, indicating room for growth. Pioneering firms are now integrating specialists—lawyers, technologists, and knowledge managers—to deliver innovative solutions, transforming from transactional suppliers to agile partners.
Challenges and Opportunities
Despite the clear benefits, implementing a CX strategy faces hurdles. The billable hour model can prioritize short-term revenue over long-term relationships, fostering transactional mindsets. Additionally, leadership buy-in is critical—without it, CX initiatives falter. As Laura Meherg of Wicker Park Group states, “If you’ve got leaders who don’t see the value, it’s useless because CX is not something one person can do.”
Yet, the opportunities are immense. Firms that embrace CX as a business equation can differentiate themselves in a commoditized market. The rise of alternative legal service providers and “New Law” firms, as highlighted by Fairfax Associates, underscores the need for traditional firms to innovate. By aligning services with clients’ strategic goals—like ESG priorities or digital transformation—firms can tap into new revenue streams.
The Bottom Line: CX as a Competitive Advantage
In 2025, client experience is not a buzzword—it’s the lifeblood of successful law firms. As Strategies and Voices articulates, the equation “What They Get – What They Paid = Perceived Value” must always yield a positive result to retain clients. Firms that prioritize CX through intentional relationships, business fluency, proactive communication, and technology will build loyalty, drive referrals, and boost profitability.
Law firm leaders must act now to evaluate and enhance their CX strategies. Map the client journey, gather feedback, and invest in tools that streamline processes. As clients increasingly compare law firms to other service providers, those that deliver exceptional experiences will thrive in an era of choice and competition.
For more insights, search “law firm client experience strategies 2025” or follow discussions on X, where posts like @lawdotcom’s highlight the urgency of this shift. How is your firm rethinking client experience? Share your thoughts below and stay ahead in the evolving legal market.