Practice excellence and wow those clients - a recently-launched Law Society Programme has developed a practice excellence model which all firms canadapt to their own culture and circumstances

Practice excellence combines the provision of excellent client service with strong business development.

The legal profession is a provider of professional services and, as such, needs to adapt to its changing environment and to strive constantly for success.

Much effort is focused on technical and legal competence within the profession, but this alone will not prove sufficient if firms wish to remain successful and prosper in the future.The Law Society has produced an interactive training package for solicitors to assist them in developing and improving their approach to client care and practice excellence.

Launched at the Solicitors Y2K conference earlier this month, the programme, which qualifies for five hours' CPD, is available as a twin CD-rom or video, plus resources pack.In the first programme, 'Client service - the key to success', the focus is on the management of legal practices and the development of strategies and processes that enable a strong, profitable, client-focused business.

The second programme, 'The solicitor-client relationship', gives practical guidance and advice on how to gain the trust and confidence of clients from the outset and to maintain and enhance that confidence so that, whatever the legal outcome, the client is satisfied with the manner in which a law firm has delivered its services.Practice management model for client serviceIn programme one, the Society provides a practice management model which covers each of the elements critical for success in managing client service.

Each element is described and additional resources are suggested to assist solicitors implement best practice techniques.

The individual elements fit together like a jigsaw, but there will be a degree of overlap between them.A questionnaire is included which diagnoses a firm's strengths as well as highlighting areas for improvement.

The model can also be used for continuous improvement, providing a set of benchmarks against which t o measure current performance and through which a firm will be able to set goals for further success.Client-driven quality of service is a strategic concept directed towards client retention and increasing a firm's share of the client market.

Both a firm's current income and future profits depend upon the maintenance and expansion of its client base.

Many firms report that more than 70% of new business comes from existing clients and up to an additional 20% comes from recommendations from those clients or other professionals.

Clients are far more likely to leave a firm because of a perceived shortfall in its service than any lack of technical competence.

Yet often, because solicitors have never received management training, they continue to regard marketing in terms of promotion and selling, activities frequently undertaken without strategic planning or later evaluation.

Many solicitors fail to appreciate that providing a service that clients perceive as excellent is the most cost-effective means of marketing for a firm and the only certain way to retain client loyalty.Successful practice development depends, to a large extent, on a firm developing its expertise in a particular area of law and in projecting an image that is attractive to that market.

All firms can develop an image and reputation for excellent client service in the market place and it does not involve a large marketing budget.It is vitally important that firms do not view the management of client service in isolation, but rather as a vital piece in the overall jigsaw of practice management.

In addition to fee-earner behaviour, a firm's ability to deliver excellent client service must also encompass strong leadership, sound financial management, good use of IT, case management and supervision systems, good internal communication and well-trained and motivated staff.

The greatest benefits in terms of profitability will come when a firm also has a clear vision and focus of the client markets it wants to serve.

Managing client service is not straightforward but should be based upon research and planning, regardless of the size of firm.

It requires both an external and an internal focus - firms must understand the needs of their clients but they must also implement appropriate management strategies internally to foster a culture of client care.All those involved in the management of a legal practice and all those in a law firm responsible for delivering excellent client service should watch this training programme to understand the elements of practice management and how they fit into the practice excellence model.

The importance of excellent client service to the continuing growth and profitability cannot be overestimated.-- To obtain a copy of the training programme at a cost of £30, plus VAT, please contact the Practice Excellence Unit, tel: 020 7320 5943 or e-mail: maureen.miller@lawsociety.org.uk Please specify whether you want the CD-rom or video version.