Top Chef Can Teach Big Law about Customer Service (Perspective)

Editor’s Note: The author of this post oversees strategic marketing initiatives for a major law firm.

As a committed foodie, I love seeking out top restaurants — both casual and fine dining — and immersing myself in the dining experience. From the ambiance and setting of the restaurant, to the menu and the level of staff service, to (of course) the food, I enjoy and pay attention to every detail.

For eight years, I headed the legal and human resources functions for television chef Emeril Lagasse’s restaurant and related operations.

Emeril and his team were — and are — true masters of the customer experience. Like other great restaurants, they have elevated fine dining to an art form, with a focus on the tiniest details.

In my view, there is no group better at providing a world-class dining experience. From the time a guest walks in the door, until they leave, the experience is special. It often even extends beyond the dining experience, as guests frequently get a handwritten thank you note in the mail several days later from their server (or from Emeril himself).

Emeril understands — and teaches — that for a restaurant experience to be truly memorable, resulting in fiercely loyal customers, the focus has to be on the customer. The hallmarks of the experience at Emeril’s are his Commandments of Service for the restaurant staff, which contain the keys to the first-class customer experience.

As the leader of the Client Services Department for an Am Law 100 firm, it often occurs to me that there are parallels between a law firm’s client service and great customer service in a restaurant. It all boils down (pun intended) to providing premier client service.

Clients expect — and deserve — top quality representation at law firms (as they expect top quality food at restaurants). If they don’t receive it at one law firm, there are other great quality options down the street. But it’s much more than quality representation. It’s the entire experience. Competition is fierce, legal budgets are tightening, and great customer (client) service is a distinguisher.

So, what are some key lessons from the restaurant industry that can be applied to achieve superior client service in the legal realm? Here are a few:

• Know Your Guest. Great restaurants know their guests’ names, preferences, special dates, pet peeves, and more. Similarly, lawyers should have detailed knowledge about their clients, including their operations, industries, preferences, procedures, and more. Learn the client’s objectives and goals for the engagement and strive to meet them.

• Be Attentive. Like the remarkable service teams at top restaurants, lawyers must be incredibly responsive and accessible at all times to answer any question and meet any need.

• Anticipate Needs. Customers’ needs are anticipated in many ways at the best restaurants. Lawyers can anticipate client needs by sending relevant checklists, articles, or other information that clients might need, or that might be useful, with a short explanatory note.

• Communicate. The service and kitchen teams at top restaurants constantly communicate verbally and via signals to enhance customers’ experience. Lawyers should make sure their internal teams do the same so that clients’ needs are met. More importantly, communications with clients should always be timely and effective, and in the manner the client expects.

• Add value. At Emeril’s, customers often get an amuse bouche, a small special (unordered and free) sampling at the beginning of the meal, to please the palate and say thanks in advance. Law firms can add value in many ways by offering substantive events, providing training, or tailoring useful information.

• Address Customer Service Issues. At Emeril’s, the goal is to address and solve any customer concern immediately, before the guest leaves. Similarly, law firms should proactively seek candid client feedback through in-person client surveys, or other means, and then act promptly to address any issues raised.

Of course, there are many more examples, but these highlight some of the ways that we, as lawyers, can implement and practice basic customer service principles to enhance client relationships and ensure long-term success. Remember, it’s just customer service!