Wake up and smell legal advice

Did Fisher Jones realise that a big brand doesn't always mean a strong brand? Is that why the south-east firm left QualitySolicitors? While there is, of course, a power that comes from being a large provider or part of a franchise, it is not without its drawbacks.

I love coffee shops, for example. I am happy going to Starbucks, standing in a long queue before my order is taken hurriedly then having my drink shoved across the counter. All providers are the same and I'm perfectly happy with my coffee from any of these establishments. When I spend time in Worcester, there is a particular coffee shop I prefer to use. It's not one of the big franchises, which are closer and cheaper. So why do I walk further and, importantly, pay more?

• Good quality coffee. They know what they're good at and they do it well, and I know I will get consistency, ironically because it's a smaller business.

• Personal service. It's not mass produced and feels special, with welcoming staff, who add that personal touch. I am greeted as a person, not a number. The barista knows I am a lawyer and asks if I have any interesting cases. They are clearly passionate about what they do and they always take the time to ensure that I am satisfied with their product.

• Supervision. The owner is a discreetly visible presence, offering reassurance that his expectations as to quality are met.

• Services. They offer a limited range of products but all are of the highest quality and are freshly made to order.

• Environment. The coffee shop is a nice place to be. It feels individual. It's a place where I want to spend time and a place to which I want to return.

It's personal

So, what can we learn from my small coffee shop? First, customers always prefer a personal service. Adapt this to the legal profession to offer lawyers who are passionate about what they do while still caring for the clients they service, and support staff who know also their firm's clients and who can answer queries with clarity and enthusiasm.

Second, law firms should be careful to only provide services that they know well and can deliver with the highest quality of professionalism and service, where the client can see value for money and will therefore pay a premium for it.

Third, make your reception, waiting and meeting areas nice places to be, demonstrating the firm's commitment to quality and where clients will feel relaxed and confident about the service they are paying for.

Finally, the brand can be as small as one firm, serving one area, but it does this well and in a way that reassures its customers that it is an integral part of its community.

Richard Hull is a partner at Thomas Horton

www.thomashorton.co.uk

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