Ask a solicitor why he or she joined the profession and you will be given any number of good reasons.

Few would not include in their list the desire to join a profession which would give them the opportunity to make a difference to people's lives, whatever the nature of the legal work involved.So if one of the key motivating factors is to produce a satisfied client, why does the profession today have to place such emphasis on the need to put client care at the forefront of our minds? Why are there so many complaints about poor quality (inadequate) service?Why do some firms fail to appreciate the link between satisfied clients and a profitable business? Above all, why do some firms shirk the responsibility of dealing constructively with complaints, not being prepared to apologise when it's easy and appropriate to do so? The answers to these questions must be found and applied rapidly if the profession is to reduce the volume of complaints to the Office for the Supervision of Solicitors (OSS).Changing the cultureLike it or not, we are being looked to by external regulators and consumer organisations to instil throughout the profession a professional attitude -- a culture change -- towards satisfying clients and dealing with their complaints.This is one of the most important issues facing the profession today and I have made it a personal priority because self-regulation is a status that we cannot afford to be complacent about.

Culture change in any environment is always a challenge.

But good client care is not rocket science.

We live in an age where the consumer is king and will not accept poor service.

We also live in an era when being a professional does not bring with it automatic respect in the eyes of clients.

We have to e arn it.The culture change I want to see is that everyone in a solicitors' firm understands that this is a people business and that clients are customers.

They choose professional lawyers because they want expertise.

But they also want efficiency, courtesy, prompt service, to be kept informed of progress and to be charged reasonably, in a way that is no different to the service that they expect from their supermarket, or the bank, or an airline.

They notice whether their calls are being returned or how long it takes to reply to a letter.

This is simply common sense and good business practice.I know there are many fine firms of solicitors that make excellent service to clients a priority because they know that is how their firm will thrive.

But the level of complaints suggests too many firms regard fee-earner service to clients as secondary to moving on to the next file on the desk.So how do we go about it? First, we must shift any assumption that client care problems are always generated by someone else.

Whatever its size, every firm can turn up the client care volume internally.

Second, we must recognise how best to use valuable time when a client is dissatisfied.

Whether to say sorry and put the problem right in one meeting, or spend hours in correspondence, ending up with the OSS involved and a disgruntled client who tells at least nine other people.Practice excellence -- new initiativeThe Law Society's new practice excellence unit, closely linked with the OSS's compliance team, has produced a programme of client care help to the profession at all levels.

We need to instil in our students, trainee solicitors and newly admitted staff that 'the client is king'.

Such a statement does not overlook the role of the professional.

I am as proud to be a solicitor as all of us, but unless we move fast enough to keep up with what the public wants we will hang onto our pride in a vacuum.The OSS booklet Handling Complaints Efficiently chimed well in the media because it was brave enough to say that even when the solicitor finds it hard to accept that the client has a valid complaint, it takes nothing to say 'sorry', recognising that almost always something has gone wrong for the client to be dissatisfied.The legal practice course and the professional skills course from next January will include client care elements.

Next month two CD-ROM training videos will help firms improve their approach to client care and the Law Society's regional offices will continue their popular and successful client care seminars.

This is all happening against the backdrop of reform of the Society which includes a more user-friendly Guide to Conduct with a layered approach to professional duties.Getting tougherMost firms try hard to get client care right and do a very good job.

Roughly half of solicitors' firms rarely have a complaint that reaches the OSS.

Of the remainder, there are some who generate a disproportionate amount of work for the OSS.

Those firms who never -- or rarely ever -- trouble the OSS are, in effect, subsidising those who are not paying enough attention to client care.

So it is time that the notion of 'polluter pays' is put on the Law Society's agenda for debate.

A more proactive approach is also necessary towards firms that consistently under-perform within areas that impinge directly on the reputation of the profession as a whole in the eyes of the public -- our clients.The OSS is working hard to meet its targets.

The Law Society is working hard to help firms adopt a positive approach to client care.

But we can succeed only i f we have the support of the profession.

Please spread the word -- excellent client care really makes a difference that will benefit everyone.