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Managing Clients’ Expectations During the Pandemic

The COVID-19 pandemic has disrupted all aspects of the economy in ways we never imagined and law firms are not exempted from the brunt.  While most economic sectors have resumed to its usual business and is gradually recovering from the aftermath of 2020 lockdown not long time ago (and the recent 2021 lockdown), it is without a doubt that there are still challenges and uncertainties posed by the pandemic that require law firms to adapt and respond accordingly.  One of the areas is managing clients’ expectations.

Some clients would assume that with the recovery from the pandemic, which sees the reopening of most  economic and service sectors as well as the courts, would mean that business is back as usual.  As such, their expectations on law firms to get work done in time with less or no disruption would remain as how it would have been pre-pandemic.  Therefore, it is pertinent for law firms to manage clients’ expectations while navigating the challenges and risks brought by the pandemic.

Building relationships with clients, keeping clients informed, being proactive, and enhancing client service with technology are all effective ways to manage clients’ expectations during the pandemic.  With the situation changing daily, law firms must act accordingly to manage clients’ expectations while navigating the current challenges and retain clients when the crisis ends.  KPMG’s ‘The Six Pillar Framework’ which identifies the characteristic of an exceptional client experience may be useful for law firms to adopt in meeting clients’ expectations during this unpreceded time. The Six Pillars are:
 
  1. Empathy – Show that you care, choose the right emotional response to resonate with a client’s circumstances.
Business disruption and challenges to meet contractual obligations are the common issues faced by a majority of businesses and organisations as a result of the pandemic.  During this testing and taxing time for clients, law firms need to show empathy.  While law firms may have its own set of challenges to meet a client’s demands or limitations, lawyers should also empathise with the client’s situation.  And where possible, assist them through this hard time.
 
  1. Personalisation – Understand the client’s circumstances, prioritise effectively, putting the client back in control.
Understanding clients’ circumstances, challenges and limitations is crucial to ensure that they receive the best solution or assistance as expected.  With all the challenges and risks that come along with the pandemic, a personalised solution for each client will give an edge to law firms which will generally result in the client’s retention and loyalty.  Law firms have to be prepared to be flexible to the needs of different groups of clients.
 
  1. Time and Effort – Make it easy for the client to access information.
It is of paramount for law firms to maintain the solicitor-client relationship and the trust arising out of it despite the limitation of physical meetings.  This is especially important as interstate travel restrictions are still in force and physical meetings are currently limited to ensure compliance with COVID-19 laws.  Now more than ever, clients need regular updates from law firms and they need to know that they can reach out to their lawyers with questions and concerns.  The utilisation of technology comes in handy during this time.  While clients embrace the change that technology has brought about, lawyers should also step up their game by utilising technology to provide legal services.   Apart from the usual phone calls and emails, video conferencing is a great way to keep clients updated and to replace the usual face-to-face meetings or discussions.
 
  1. Expectations – Set, manage and meet clients’ expectations accurately in this difficult time.
It is important for law firms to have a discussion with clients on the way forward if dealings are affected by COVID-19.  Proper discussions ensure that clients are well-informed of the challenges and limitations of transactions and the courts systems or unavoidable delays.  Setting clients’ expectation every time there is a change of strategy or challenges which would hamper the delivery of services as promised will ensure that clients’ expectations are managed proactively.
 
  1. Resolution – Respond rapidly to the client’s needs and find solutions to new problems and accelerate innovation.
In times of crisis when a client’s anxiety is high and the demand for work to be completed expeditiously is the utmost priority, efficient and effective solutions for a clients would be essential.  As such, it is important for lawyers to keep abreast with the latest legal developments and technological innovations during this time to ensure that clients will receive the best advice or solutions for their problems.
 
  1. Integrity – Do the right thing ensuring the needs of the client is met, prioritise and act fairly in the client’s best interest.
Law firm’s ability to create a trusting relationship with clients during this challenging time is key in ensuring that clients’ expectations are met as expected.  When offering advice or solutions, always prioritise the client’s best interest and needs above everything else although the client may not perceive it as the most viable solution for their matter.  Clients need to understand that it is the lawyer’s responsibility to advise them properly especially on risks and challenges that may impact their matter due to the pandemic.

Managing clients’ expectations in the time of a pandemic proves to be challenging as clients’ expectations and demands have shifted in response to the changing legal and economic landscape.  However, it is important for law firms to proactively respond and adapt to this change in order to manage and meet clients’ expectation.  Hence, it is pertinent that law firms keep clients in mind, communicate frequently, and be flexible.
 

1 Julio Hernandez, A customer first approach during unprecedented times  <https://assets.kpmg/content/dam/kpmg/xx/pdf/2020/04/a-customer- first-approach-during-unprecedented-times.pdf>”