Embedding client feedback enabling service delivery innovation in professional services firms


Top 20 UK law firm, DWF, has been using the Net Promoter System to measure client loyalty since 2013. Amazon and Apple are well known adopters of net promoter scoring, but there are a growing number of adopters among professional and financial services businesses.

DWF has an exceedingly high Net Promoter Score of 61*.

“It suggests an exceptionally loyal client base but there is still work to do,”

says the firm’s director of Client Development, Clifton Harrison.

“It’s remarkably simple, but it is what you do with the quantitative and qualitative data that counts."

DWF is recognised by the Financial Times as one of the most innovative law firms in Europe and has been named Legal Innovator of the Year 2015 by Legal Business in recognition of the firm’s innovative approach to operational management, people engagement and the successful delivery of client service and workplace improvements.

Seeking regular feedback from clients has put DWF in a strong position to innovate its service delivery in line with client expectations and demands.

DWF’s Managing Partner & CEO, Andrew Leaitherland, says

“Buyers of legal services are telling us that they want more for less, they want better value, they want more transparency and they want a more adaptable and flexible approach.”

DWF recently transformed its business model with new integrated delivery models and services designed to give clients greater flexibility and efficiency in how they deliver and resource legal work.

The firm was also awarded for their innovative new performance measurement framework for staff which, as part of a greater focus on staff satisfaction, broadens the measures of success for staff from the old billable hours paradigm. New measures include contributions to firm reputation, processes and new business referrals - all factors relying on establishing reliable client feedback systems.

*2015 Annual Review, DWF.