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Legal services: Liverpool firm introduces legal loyalty card

A leading law firm in the North-West has launched a loyalty card for business clients which will allow them to access free legal advice and reduced-cost services in exchange for points collected on their cards.

The loyalty scheme is being launched by Liverpool-based Maxwell Hodge, and will be referred to as the Max Card. The company is hailing the development as a 'revolution' in the legal services industry which is estimated to be worth over £24bn to the UK economy each year.

Corporate customers of Maxwell Hodge will collect points on their cards whenever they access paid-for legal services and legal advice. As with supermarket loyalty schemes, the points will build up entitling the client to free or discounted services later on.

It is hoped that the card scheme will help develop customer loyalty at a time when legal service provision is getting increasingly competitive and cost-focused.

Carol Head is the business services director at Maxwell Hodge.

According to the Liverpool Daily Post, she said: "We think the Max Card is a brilliant way to ensure that businesses using our legal services get value for money and a real personal service that sets us apart and shows our commitment to clients."

Employees of companies who join the scheme will also be entitled to discounts on personal legal services, whilst companies will benefit from tailored advice and a dedicated corporate account manager.

The firm is not the first to moot the idea of a loyalty card: in September last year online franchise group QualitySolicitors announced that they would offer clients a loyalty card to allow them to accumulate discounts on future legal services.

Competition in legal service provision is intensifying after the introduction of Alternative Business Structures which came into force earlier this year and look set to alter the landscape for legal service provision dramatically.

Sources:

Liverpool law firm Maxwell Hodge launches loyalty card (Liverpool Daily Post)

Legal network launches loyalty card in battle of the brands (The Lawyer)