Jill Zwetchkenbaum | Senior Manager of Client Relations | Goulston & Storrs

• From bringing a client-centered approach to legal business development to elevating firmwide initiatives, Jill Zwetchkenbaum has built a career at the intersection of relationships, strategy, and service. Jill champions thoughtful client engagement, innovation and continuous improvement. As a co-author of The Law Firm Client Service Interview Playbook and co-chair of the 2025 RainDance Conference, Jill is dedicated to helping firms move beyond competence and build lasting client loyalty. As interviewed by Rebecca Hnatowski, President, Edwards Advisory, LLC.

   1.     What drew you to this profession—and what keeps you inspired today? 

• I’ve always been passionate about the intersection of business, relationships, and service. Early in my career, I saw how industries like hospitality and luxury fitness set the standard for client experience, and I recognized the opportunity to bring that same level of excellence and creativity to the legal industry.

  The strong relationships I’ve built across my entire firm and within the industry keep me inspired. I get to work with incredibly talented partners, attorneys, and business professionals, all committed to deepening client relationships and driving success.

  I also love the strategic aspect—analyzing client needs, identifying opportunities, and implementing initiatives that make a real impact. Seeing the results of these efforts makes this work so rewarding. 

  Plus, the legal industry is always evolving, and there’s so much opportunity to up the ante.

   2.     What’s one small shift in behavior or mindset that you think delivers outsized BD results? 

• 
  

• Simple actions—like confirming receipt of emails, providing a “no update” update, or a quick check-in—can make a big impact. These small but thoughtful gestures show clients you’re invested in their broader priorities, not just the legal work at hand. Also, celebrating the small things. Listening attentively, recognizing milestones, and offering sincere congratulations can go a long way.

•  

• 3.     You co-authored The Law Firm Client Service Interview Playbook. What’s one common misconception about client service interviews that you hope the book clears up?

• 
  

• One of the biggest misconceptions about client service interviews is that you need a fully built-out, complex process before you can start. The truth is—you don’t. Just start! Small, intentional steps can make a big impact.

• 
  

• Whether it’s having an informal check-in with a client or working with attorneys to equip them with the right questioning skills, the key is to prioritize these conversations. Collecting feedback—however big or small—only helps build the case for why these conversations matter. Every piece of insight contributes to a larger picture, revealing patterns, opportunities, and ways to enhance the client experience.

•  

• Another misconception is that firms need to implement client interviews through a firmwide, top-down rollout. In reality, firms can begin within specific practice areas, industry groups, or key client teams, tailoring the approach to what makes the most sense for their structure and culture (and by finding the coalition of the willing).

• 
  

• The book is designed to demystify the process and show that client service interviews don’t have to be overwhelming. They’re about building stronger relationships, gaining valuable insights, and, most importantly, listening. The sooner firms start, the sooner they can enhance the client experience in a meaningful way.

• 
  

• 4.     How do client service interviews help law firms move beyond “competence” and toward client loyalty and differentiation?

• Competence is expected— in today’s legal practice, clients assume their lawyers are technically excellent. What sets firms apart and builds lasting loyalty is the ability to go above and beyond: anticipate challenges, offer strategic insights, and show a genuine investment in the client’s business.

  Client service interviews create opportunities for firms to listen, gather feedback, and act on it in ways that strengthen trust and partnership.

  Unfortunately, these interviews still offer a competitive edge simply because so few firms conduct them. It’s striking how often we’re asked for feedback in other areas of life—after doctor’s visits, dining out, hotel stays, or online purchases—yet rarely in legal services.

  There is no downside to conducting client interviews; firms can stand out from the competition and demonstrate a commitment to continuous improvement and client care that many others in the legal space are missing.

• 
  

• 5.     What’s something you think is often misunderstood about what it takes to win work and grow client relationships?

•  

• One common misunderstanding about winning work and growing client relationships is that there’s a perfect formula or a guaranteed process. As much as we love to lean into the sales process, track metrics, and have our charts, the reality is that it’s often less predictable than that. Sometimes, it involves factors completely out of our control—timing, external market conditions, or simply being in the right place at the right time.

•  

• I think it’s about celebrating every success and supporting the client from every angle—whether that’s staffing, communication, or ensuring we deliver on promises. It’s also about building a long-term, trusting partnership with our clients and not just being transactional. This means always being present, staying close to the key people, understanding their business and knowing when to step in.

•  

• The best relationships evolve over time, and the more genuine the commitment, the more likely it is to grow into something lasting.

•  

• That said, as a professional, I can continue to support and drive our growth by being a strategic partner to firm attorneys, ensuring that we’re always positioned to respond proactively and reactively. 

•  

• 6.     You’re co-chairing this year’s RainDance conference. What are you most excited about in the 2025 program?

•  

• I’m incredibly honored to co-chair this year’s RainDance conference and be a part of the organization’s new leadership team.

•  

• Compared to my first time co-hosting last year—where I had the privilege of working with the amazing Patrick Fuller and was honored to receive the Rising Star Award—I feel even more confident and excited about what’s ahead. That experience was humbling and set the stage for what’s to come.

•  

• For 2025, I’m particularly excited about the thoughtfully curated conversations—multiple formats designed to bring the right people together for deeper, more meaningful discussions that drive our industry forward. And, of course, I can’t wait to be in Chicago, surrounded by such an inspiring and collaborative group. The energy at RainDance is electric.

•  

• And… after last year’s incredible 21st birthday celebration and Hail Storm, expect even more surprises this time around!

•  

• 7.     What’s something you’re currently exploring or excited to push forward in your BD work this year?

Three things!

First: I’m excited to continue to learn from, mentor, and help develop the incredibly strong team I get to work alongside at Goulston & Storrs.

Second: We’re exploring some forward-thinking and sophisticated technologies that will help enhance our client service and drive the value we deliver to clients.

And third: Goulston & Storrs is going through a rebrand and launching a new website, which is a huge and exciting initiative for the firm. A central focus of this process is improving the client experience. From the initial planning stages to celebrating our 125^th anniversary, everything is designed to keep our clients at the heart of what we do. It's all about building a deeper connection, continuing to evolve alongside our clients’ needs, and ensuring that our clients feel more connected to the firm than ever before.

About Jill:

Jill lives in Boston and loves any excuse to be near the water—whether it's a beach day or just a walk along the harbor (hopefully soon with a puppy she is planning to get). She’s a Pilates enthusiast, simultaneously loving and fearing the chaos of wedding planning (December!) and enjoys spending time with her family and future in-laws.