New research from MyCustomerLens has revealed five trends that are transforming how law firms gather and leverage client insights. These trends are evolving how firms large and small manage relationships, find new business, and differentiate their brand.
According to the results of the ‘Future of Client Insights’ survey, the firms leading the way are pivoting their strategies across five dimensions:
– From research projects to continuous client signals
– From manual processes to seamless automation
– From static reporting to dynamic, on-demand intelligence
– From open to closed-loop actions
– From narrow viewpoints to multi-dimensional perspectives
What’s driving this need to listen differently? As firms strive to achieve their organic growth targets, they’re realising that they need more insights and evidence to inform their decision-making.
This transformation is fundamentally reshaping client listening from a periodic, siloed activity into an always-on strategic imperative. Progressive firms understand that just as they wouldn’t base financial decisions on outdated numbers or individual assumptions, they can’t rely on selective feedback to drive client strategy.
Capturing continuous client signals
The research revealed that 83% of firms struggle with either too little client feedback, or feedback from a small selection of clients. To overcome these challenges, traditional research-based client listening programmes are giving way to a more dynamic approach.
While conventional methods gather feedback from select clients at predetermined intervals, innovative firms are now tapping into a constant stream of client signals from across the firm. On average they’re now working with 6 different sources of client voice – from email communications and operational data to real-time feedback forms and pulse surveys.
This shift demands a fundamental mindset change. While a client’s unsolicited feedback may lack the rigorous structure of formal research, its immediate relevance often makes it more actionable than annual survey results presented months later.
Embracing intelligent automation
Manual processes have long been the bottleneck in client listening programmes, limiting both scale and impact. From securing partner approvals for feedback requests to analysing diverse data sets and generating reports, these labour-intensive steps are ripe for automation.
The research revealed that the days of ‘opt-in’ feedback are numbered. Respondents shared a common desire for “a clear mandate to capture client feedback and an opt out rather than opt in model”.
To support the growing data volumes this culture-shift provides, the research revealed two common automation strategies. Firms are looking at upgrading CRM systems to improve feedback targeting and implementing AI-powered platforms that can apply sentiment analysis to a unified data set.
Democratising access to insights
The era of quarterly PowerPoint presentations will give way to self-service intelligence platforms. This transformation, accelerated by widespread adoption of business intelligence tools and AI assistants, will change how firms consume and act on client insights.
2025 will see progressive client insights teams evolving into strategic advisors. By replacing repetitive data crunching with real-time insight reporting, they will be able to focus on high-value activities like:
– Identifying cross-portfolio trends and opportunities
– Orchestrating firm-wide action plans
– Translating the voice of the client into strategic recommendations
Creating feedback flywheels
50% of respondents said they still lack centralised processes for translating client listening into measurable action. The current process is for unilateral actions to be created after a client interview. The bigger picture is being missed.
Without closed-loop systems, demonstrating ROI becomes nearly impossible. So this year, leading firms plan to create feedback flywheels where signals feed dynamic reporting, reporting drives measurable action, and actions inform future signal gathering.
Activities that are closing the feedback loop include:
– Looking across all feedback sources to create actions that are not client-specific
– Sharing with clients and colleagues what happened as a result of the feedback
– Feeding the insights and lessons learned into BD, marketing, operational and account planning sessions.
Expanding perspective
The future of client insights extends beyond current client feedback. Progressive firms are incorporating signals from prospects, former clients, referral partners, and internal stakeholders to build a comprehensive view of market dynamics and opportunities.
This multi-lens approach captures crucial insights about market positioning, competitive opportunities, and service delivery capabilities that individual partners might miss. By combining external market intelligence with internal expertise, firms can make faster, more informed decisions that drive organic growth.
Making the move to always-on listening
As these trends converge, they’re creating a new paradigm of always-on listening where client signals are continuously gathered, analysed, and converted into action. This approach doesn’t just inform better decisions – it demonstrates to clients that their voice truly shapes firm strategy and service delivery.
To receive a copy of the last Future of Client Insights report, contact Paul Roberts CEO of MyCustomerLens