Think about your most valuable client—a client you’d hate to lose. Can you recall a time you went way above and beyond for that client? Something they didn’t ask for, but that truly surprised and delighted them?
We’re not talking about standard professionalism or great client service. That’s expected. What we’re talking about is the “wow” factor—a moment that makes a client feel like they’re your top priority in a way they never anticipated.
Let me share an example.
A Personal “Wow” Experience
A client visiting a law firm in Boston mentioned to the receptionist they wished they had more time for a lobster dinner while in town. Unfortunately, he had to get back to the UK for meetings the next day. Late that afternoon when he returned to the reception area to leave, he was surprised to find a carry on cooler waiting for him packed with 2 lobsters and ready for the flight back to London. “Wow!”
What This Means for Lawyers
Client loyalty isn’t built overnight, but you can accelerate it by delivering wow moments.
In the legal world, these don’t have to be as dramatic as fresh lobsters on ice—but they do require attentiveness, timing, and follow-through. Think of small, unexpected actions that make your clients feel seen, appreciated, and prioritized:
- Proactively sending a relevant client alert before they ask.
- Offering a strategic insight that goes beyond the scope of the current matter.
- Remembering a key date or event and sending a handwritten note or relevant article.
- Improving something mundane—like making your invoices more transparent or your client portal easier to use.
These wow moments often arise during routine interactions—emails, calls, meetings, even your client communications. Consider empowering staff members to make decisions (up to a certain dollar amount) without obtaining approval. Wow moments happen when you see the opportunity and act on it quickly and generously.
Exceptional legal work builds respect. Wow moments build loyalty.
Look for subtle opportunities to surprise your best clients with attention and value they didn’t expect. These small gestures compound—and they’re often what separates good lawyers from great ones in the eyes of your clients.
Create a wow moment. You’ll be surprised where it might lead.
