Question 2 from the 5 Questions Every Firm Leader Should Be Asking This Spring
Many firms assume their top clients are loyal, satisfied with the work, happy with the relationship, and likely to continue buying more services over time.
But assumptions are a risky growth strategy.
Are your clients staying and continuing to purchase your services because they see the value? Or because it’s familiar, easy, or they haven’t found anything better?
Those answers matter. A lot.
What I See Inside Firms
When I work with firms to improve client retention or expand CAS/advisory offerings, here’s what I often find:
Additional services are available… but many clients aren't aware of them, or aren't being guided into multi-touch relationships
Cross-selling happens inconsistently and multi-touch clients often result from individual partner initiative, not firm strategy
There’s limited, if any, visibility into which clients are at risk
“Top clients” are sometimes defined by fees… not by fit, growth, or long-term potential
Firms often mistake satisfaction for engagement. Or worse, assume that absence of complaints = loyalty.
A Better Way to Think About Retention
Client loyalty isn’t built on autopilot. It’s earned through relevance, value, and intentional delivery.
Ask yourself:
Have we defined what makes a client “top-tier”?
Do we know which clients are actually growing with us and which are standing still?
Are we consistently showing clients how we’re helping them move forward?
Do we segment our clients or serve everyone the same way?
Are we intentionally creating multi-touch client relationships, or hoping they evolve on their own?
The answers often reveal what your CRM, billing data, or NPS score won’t.
Final Thought.....
Retention and expansion aren’t about being reactive. They’re about knowing why clients stay and making sure your firm is built to support the right clients in the right ways.
If you’re ready to turn that insight into action through smarter segmentation, intentional service design, or structured client business reviews that actually add value, we should talk.
Explore Client Segmentation & Service Strategy