Addleshaw-Goddard (AG), the 15th largest law firm in the UK, is looking for ways to serve large customers to the more important legal issues. Part of this strategy is due to its "Customer Development Centre (CDC)," an innovative idea and a set of services, launched Dr Jim Hever who has a doctorate in strategic leadership development. CDC's mission is to improve the capacity of clients in house legal departments, making them better partners with business units and improve their leadership skills. CDC has taken an innovative pricing structure. Rather than charging direct fees for these consulting services, he suggested to the client that the contract with the firm five times that amount in legal fees that could have gone another law firm. This is where AG expects to increase its position with major clients. AG has also developed a very systematic program to identify and serve their key customers, developed in collaboration with Cranfield School of Management. These customers, who will be at the heart of efforts aimed at CDC. Moreover, the company jointly developed a training program with Cranfield to improve the skills of its partners. matter examined whether these initiatives will lead to long-term competitive advantage. Company believes that actually will produce competitive advantage is its "Me-To- You thought "initiative that encourages partners to look at the world through the eyes of its customers. At the end of the case Hever reflects on the proposal he submitted for CDC services of one of the UK's largest companies. general counsel wants to pay for these services in cash, if he decides to take proposal and not hiring AG for more legal work. Hever wondering if this is a good way to take advantage of recent reforms allow law firms to provide other professional services such as counseling, or if it is "not a strategy" for the mission CDC. «Hide
by Robert G. Eccles, Amy C. Edmondson, James Weber Source: Harvard Business School 10 pages. Publication Date: September 19, 2012. Prod. #: 413064-PDF-ENG
