In the high-stakes world of mass tort litigation, success is often measured by verdicts and settlements. However, the foundation of that success is frequently overlooked: the relationship between attorneys and their clients.
Many law firms focus heavily on acquiring new clients, but fail to prioritize proactive client relations—an essential practice for maintaining trust, loyalty, and engagement throughout the often-lengthy legal process.
Retaining clients isn’t just about avoiding loss. It’s about building partnerships that foster long-term loyalty and bolster a firm’s reputation. At the most basic level, it’s about meeting—and better yet exceeding—the ethical obligations you have to the people you represent.
In client acquisition, conversations often focus on client attrition and retention rates. However, shifting the focus from “client retention” to “client relations” reflects a broader and more meaningful approach. Rather than concentrating solely on metrics, law firms should prioritize building authentic, lasting connections with their clients. This shift in perspective won’t only make an impact on the firm’s reputation, but also affect its overall operational success. Clients seek law firms they can trust with their stories, challenges, and futures, knowing their concerns will be handled with care and respect.
Achieving this requires a deliberate effort to create a culture rooted in transparency, empathy, and accessibility. When clients feel valued throughout their legal journey, not just during the intake process, their confidence in the firm grows exponentially.
Consistent Client Engagement
At the heart of effective client relations is the power of proactive communication. Consistent, timely updates serve as powerful reminders that their case matters. These “just checking in” moments reassure clients that their attorneys are actively working on their behalf, even when tangible progress feels slow or is difficult to observe.
For mass tort cases, which can span years, silence from the legal team often leaves clients feeling forgotten or questioning their decision to remain engaged. This silence also provides opportunities for them to retain other counsel—creating dual representation issues which has become a prevalent issue. Providing regular updates, even if progress is incremental, preempts frustration and builds a sense of loyalty and trust that can endure beyond the case’s conclusion.
Transparency, Clear Communication
Transparency is another critical pillar of successful client relations. Trust isn’t merely about frequent communication; it’s about honest communication. By setting realistic expectations from the outset and maintaining open, candid conversations throughout the process, firms can avoid unnecessary dissatisfaction. Even when outcomes don’t align with clients’ initial hopes, those who feel well-informed and respected are far less likely to harbor resentment toward their legal team. Honest communication builds credibility and reinforces the notion that their attorneys are advocates for their best interests.
The hidden costs of losing a client extend far beyond the immediate financial impact. Each lost client represents a missed opportunity to build trust and secure long-term loyalty. Firms often invest significant resources into acquiring clients, including marketing campaigns, intake teams, and onboarding systems.
When clients leave dissatisfied, those investments are lost, and the ripple effects can harm the firm’s reputation. In today’s digital age, where negative reviews and online feedback spread fast, losing a client is not just a private matter—it can become a public liability. Balancing efforts to attract new clients with intentional strategies to nurture and retain existing ones isn’t only a sound business practice; it’s a necessity for any law firm seeking sustained success.
Leveraging multiple communication channels makes the firm more accessible and shows a commitment to meeting clients where they are. For example, our firm represents veterans who served at Camp Lejeune, who are much easier to reach by phone. For younger clients, they prefer email and text messaging. For busy parents caring for young children who are hospitalized, we need to make ourselves available after hours and on weekends. Meeting clients where they are created a more personalized and satisfying client experience.
Metrics play a crucial role in client retention. It’s essential to understand which clients you’re successfully and unsuccessfully reaching. Extra effort should be made to connect with those who may not initially respond to your outreach by identifying a more effective communication method. Tracking your efforts and rotating strategies ensures consistent and meaningful engagement. While this process involves trial and error, it’s key to refining your approach over time.
Offer Empathy
Empathy is another critical tool that is paramount to serving our clients. Attorneys must recognize the emotional and personal weight that clients carry, particularly in cases involving catastrophic injuries, long term illnesses, or death. They’re often navigating some of the most difficult moments of their lives.
Legal teams that prioritize empathy and human connection foster an environment where clients feel seen, heard, and supported—which strengthens the client-attorney relationship and enhances the firm’s ability to represent its clients effectively.
The legal profession is overdue for a comprehensive shift in how clients are treated and engaged. Law firms should consider investing in dedicated client relations teams or implementing systems designed to enhance client engagement. By redefining the role of client relations within their practice, firms can distinguish themselves in a crowded market and build a foundation for long-term growth.
The legal profession is about delivering justice, but it’s also fundamentally about people and trust. Firms that understand these responsibilities and take action to uphold them will not only better serve their clients but also establish lasting partnerships that transcend individual cases. Redefining what success looks like in the legal profession begins with transforming client relationships, one thoughtful interaction at a time.
This article does not necessarily reflect the opinion of Bloomberg Industry Group, Inc., the publisher of Bloomberg Law and Bloomberg Tax, or its owners.
Author Information
Rachal Rojas is attorney at TorHoerman Law and specializes in product liability and pharmaceutical litigation.
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