The Law Firm Marketing Club's What Clients Want 2024 research reveals notable generational differences in expectations for legal services, particularly regarding flexibility and accessibility to their lawyer/law firm on evenings and weekends.
Younger clients aged 18-29 place the highest importance on after-hours access to solicitors, with 64% identifying it as a preference. Similarly, 63% of those aged 30-44 share this expectation. However, this preference diminishes with age: 54% of 45-59-year-olds and just 34% of individuals aged 60-75 value evening and weekend availability. These variations reflect the influence of the digital, on-demand culture on younger generations and the distinct life stages and legal needs of each age group. For legal professionals, recognising and addressing these differences can inform more client-centred and adaptable service offerings.
What does this mean for lawyers and work-life balance?
This expectation in practice would likely result in a negative work-life balance issue for lawyers, as the growing demand for flexibility and after-hours availability puts additional pressure on legal professionals to adjust their schedules and workloads to meet client expectations. Clio's recent study, Legal Trends for Mid-Sized Law Firms Report 2024, highlights the strain this places on lawyers: 83% report feeling stressed regularly, and 15% work more than 60 hours a week. A balanced approach is therefore necessary.
For younger clients, this demand for flexibility likely stems from a lifestyle deeply embedded in convenience and real-time responsiveness. Legal firms targeting this client demographic may benefit from offering evening or weekend consultations and embracing digital tools like instant messaging or video calls. Older clients, however, tend to favour structured appointments during conventional working hours, often reflecting a preference for more deliberate, less time-sensitive interactions.
Understanding these generational differences allows legal practitioners to align their services with the unique priorities of their diverse client base, ensuring they meet evolving expectations while retaining the trust and satisfaction of all age groups.
This generational divide presents a challenge for law firms in several ways. As client expectations evolve, particularly around the availability and accessibility of legal services, firms must balance traditional service models with the rising demand for flexibility. The problem intensifies in a competitive market, where firms that fail to meet client expectations risk losing business to more agile, responsive competitors.
As client preferences evolve, especially concerning the availability and accessibility of legal services, firms must navigate the delicate balance between traditional service models and the rising demand for flexibility.
To tackle this issue, law firms must adopt flexible service models. Offering both traditional office hours and after-hours consultations can ensure that younger clients, who value flexibility, are catered to while respecting the preferences of older clients who might not require access outside of regular hours. By striking this equilibrium, firms can maintain high client satisfaction across multiple age groups.
How does legal technology help with this equilibrium?
Incorporating technology is another key strategy. Online booking systems, virtual consultations, and instant messaging platforms can help to bridge the gap between the demand for after-hours access and the need to manage operating costs. These digital tools can provide a 24/7 communication channel without solicitors needing to be on call at all hours, thus enhancing convenience for clients while maintaining efficiency for the firm.
A more tailored approach to client service can also help. By segmenting services based on the client's life stage, law firms can offer proactive support to younger clients who are navigating first-time legal matters while providing structured, consultative services for older clients who may be dealing with longer-term issues like estate planning. This ensures that each generation feels supported in a way that aligns with their specific needs.
Finally, clear and transparent communication is vital. Law firms should set realistic expectations with clients from the start by clearly outlining their availability and service options. Educating clients about the flexibility on offer and managing their expectations accordingly can prevent misunderstandings and ensure a positive experience.
By embracing these strategies - flexible service models, technology, tailored client approaches and transparent communication - law firms can meet the evolving needs of clients across generations.
If you are not a Law Firm Marketing Club (LFMC) member, you can download a free summary of the What Clients Want 2024 research from https://www.lawfirmmarketingclub.com/whatclientswant2024
The full report can be purchased for £400+VAT.
The research sought to understand clients' experiences with law firms, focusing on their usage patterns, the types of legal matters they engage in, and the frequency of their interactions. It explored key aspects of the client experience, such as initial impressions, the onboarding process, and factors influencing their choice of law firm, including online presence, sustainability, and diversity. Additionally, the research examined client expectations, feedback methods, and overall satisfaction with the value and service provided, aiming to enhance client-law firm interactions and improve service offerings.