Why Client Experience Is an Operations Problem (Not Just a Marketing One)
Beyond Branding
When firms talk about “client experience,” it usually lives in the marketing department. Branding, logos, websites, and maybe a client gift basket.
But the truth is this: the client’s real experience is shaped by your operations.
How quickly intake calls are returned.
How clear your invoices are.
How consistently clients are updated.
How smooth handoffs are between attorneys.
That’s not marketing. That’s operations.
Where Client Experience Breaks Down
Slow Intake. Clients waiting days (or even hours) for a response will move on.
Inconsistent Communication. Updates fall through the cracks, leaving clients frustrated.
Messy Billing. Confusing or late invoices erode trust.
Dropped Handoffs. Clients notice when attorneys or staff don’t coordinate.
These aren’t perception problems — they’re operational problems.
Example: Two Very Different Impressions
I worked with two firms, both with strong reputations.
At Firm A, intake was slow, billing was inconsistent, and clients had to chase updates. Despite great lawyers, reviews complained about “communication.”
At Firm B, intake was smooth, updates were predictable, and bills were clear. Clients praised the firm’s responsiveness as much as the legal work.
The difference wasn’t marketing — it was operations.
How Operations Shape Reputation
Consistency builds trust. Clients care less about perfection and more about predictability.
Transparency reduces friction. Clear billing and proactive updates prevent frustration.
Efficiency creates confidence. Smooth processes signal professionalism.
The COO’s Role in Client Experience
A fractional COO ensures:
Intake is standardized and fast.
Communication protocols are clear and enforced.
Billing follows a cadence with easy payment options.
SOPs make handoffs seamless.
When operations work, client experience shines — and marketing finally has something real to amplify.
The Bottom Line
Client experience isn’t about polish — it’s about process. Your reputation, referrals, and reviews are built (or broken) by your operations.
At ING Collaborations, I help law firms design operations that deliver consistent, client-centered experiences. If you want your reputation to match your results, let’s connect.