When looking at the findings of client surveys or simply listening to clients over coffee; efficiency, commercial acumen and responsiveness are often cited as the top three improvements clients want to see from their legal service provider (besides getting lower rates…). Interestingly, these criteria were remained relevant during the 2020 pandemic. Yet, many law firms continue to push an agenda of demonstrating the “depth and breadth” of their sector and practice knowledge, which can sometimes appear disconnected from client needs. In a highly competitive environment, where clients are solicited by legal service providers daily, managing a personalised relationship with potential and existing clients has become key to demonstrating our commitment, increasing business portfolios and ensuring retention.