Savvy law firms have long used client service teams to ensure they are fulfilling their most important clients' needs. These teams seek client feedback through surveys and interviews and use this feedback to become more effective business partners for those clients.
However, most general counsel don't have the time to respond to surveys and offer feedback. Therefore, the firm's partnering efforts are wasted. Some legal departments are responding to this need by hiring a business relations manager charged with ensuring the company gets the most out of its relationships with preferred providers. DuPont did this years ago to help manage its relationships with the firms in its preferred-provider network.