In a hyper-competitive marketplace understanding the unique drivers that cause clients to become deeply loyal is what defines the most successful client relationships. Yet lawyers and law firms continue to struggle with their clients' increased expectations of "business savvy" from their counsel. And while legal markets and the buyers of legal services are evolving, so too is the practice of law firm Client Intelligence (CI).  This webinar will look at the evolution of legal CI over the past decade, and provide some insights into the current trends for law firm competitive intelligence.  




  • Determine what drives client demand
  • Use competitive intelligence to differentiate your firm
  • Examine how to use client feedback in more robust ways 


Join Client Intelligence is the New Competitive Intelligence with subject expert Zena Applebaum for this one-hour webinar on Wednesday, August 17, 2016, 2:00 p.m. CST (1 p.m. MST, 12 p.m. PST, 3 p.m. EST). 


Bring together as many individuals as you wish in your office or chapter meeting space to this webinar.


  • Invite your colleagues
  • Invite your staff 
  • Invite your ALA friends


Wednesday, August 17, 2016


Pacific 12:00 p.m. – 1:00 p.m.; Mountain 1:00 – 2:00 p.m.; Central 2:00 – 3:00p.m.; Eastern 3:00 – 4:00 p.m.


CLM Credits: (Note that only the CLM credit available for this webinar is stated below. If a credit is not stated, it is not available for this program.)


CLM Recertification Credit: 1 hour in the subject area of Legal Industry/Business Management (LI)


CLM App Credit for Functional Specialists: 1 hour in the subject area of Legal Industry/Business Management (LI) towards the additional hours required of some Functional Specialists to fulfill the CLM application.

California MCLE: The Association of Legal Administrators certifies that this webinar has been approved by the State Bar of California for 1 hour of MCLE credit.

MCLE/Other States: Credit may be available in other states but cannot be guaranteed. In all states, accreditation is dependent on individual state guidelines and filing regulations.


Zena Applebaum is the Director of Competitive at Bennett Jones LLP, a leading International law firm based in Canada. She is a CI Fellow and currently serves as the Chair of the Special Library Association Competitive Intelligence Division Board of Directors and is a former member of their Board of Directors. She brings a unique perspective to intelligence and market dynamics as a result of her broad business development, data management, marketing, and corporate research experience in a variety of sectors. A regular speaker and writer on competitive intelligence topics in Canada and abroad, she is the author of Business Intelligence for Law Firms and guest blogger on 3 Geeks and a Law Blog

Seminar Information
Date Presented:
August 17, 2016 3:00 PM Eastern
1 hour
ALA Member Price:
Non-Member Price:
Client Intelligence is the New Competitive Intelligence
Individual topic purchase: Selected
Association of Legal Administrators
CLMSM App Credit for Functional Specialists: 1.00
CLMSM Recertification Credit: 1.00
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On-Demand (Recording)
ALA Member Price:$109.00
Non-Member Price:$129.00