Weightmans grabbed the Client Management Innovation award for its efforts to bolster its client care by launching an internal client relationship development programme as part of its existing client relationship management (CRM) strategy.
Improving the Client Experience, or ICE, offers bespoke client care training to partners and staff across the firm to underscore the importance of cross-selling and developing deep relationships with clients.
To complement this, Weightmans has introduced its Anatomy of the Client project, which is designed to map and analyse every stage of the firm’s interactions with clients and identify ways those relationships can be strengthened — something Weightmans calls journey mapping.
This process involves face-to-face interviews with clients to establish what areas could be improved, with that information then used to aid training and to set targets that can be measured.
An internal communications programme, including newsletters and awards for excellence, ensures partners remain engaged.
Weightmans says the two projects have had a positive impact on its overall CRM objectives. The number of clients enrolled in its CRM programme who generate more than £100,000 in billings has grown to 112 in the 2015/16 programme, from 97 the previous year. It has also helped retain top-tier clients worth £16m in fees.
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