The idea for CARES came about following feedback in our 2016 Client Survey. Our clients told us that what truly differentiated us from our competitors was our culture and how it felt to work with us. They appreciated that although we were a growing firm, we still had that small-firm, family feel. Rightly so, they challenged us with “how are you going to maintain that as you grow?” It became clear that we needed to capture and preserve that magic going forwards, so that no matter how much we expanded, everyone would understand the “LCP way” and what makes us special.

Spinning Our Way to Success

It’s so funny looking back on this, but the name “LCP CARES” came to me while I was on a spin bike! A few of us had been drafting ideas for how to capture our LCP magic and up until that point, we’d been calling it something along the lines of the “LCP Gold Standard”. It didn’t feel right, and we knew we hadn’t found “the” idea yet. I remember vividly being on that bike and suddenly it hit me – LCP CARES: Clients Always Receive Exceptional Service! I had no way of writing it down, so I spent the rest of the class repeating to myself “Clients Always Receive Exceptional Service, Clients Always Receive Exceptional Service!” From that moment, LCP CARES stuck!

It was clear from the outset that clients were only one pillar of LCP CARES. Happy clients can’t exist without happy people, and this is something our clients frequently comment on. We often get feedback along the lines of “it seems that everyone I meet really enjoys working at LCP”. Our colleagues and the culture we’ve built internally are fundamental to our success.

Community was the final important pillar. Who are we as a firm? What impact are we making on the world around us? LCP CARES helps us to answer these questions to ensure we’re making a positive difference and doing the right thing. These three pillars are integral to maintaining our culture, and that’s what truly sets us apart.

The Growth of CARES

The idea for hosting our internal awards came from a client, which was quite fitting. I was in their reception for a Client Care meeting and noticed that they were proudly displaying their own winners. We launched LCP CARES and our first ever awards in 2017. Back then, we received around 500 nominations. Today, we receive almost 3,000 nominations, including Shout Outs. Back then it was just a small ceremony, with a few balloons and a video link between the London and Winchester offices. Now we have off-site venues, a big celebration and a full ceremony video screened across multiple locations!

The ethos of CARES has gone from strength-to-strength, and it really is embedded in everything we do. I’m now starting to see that ripple out into what we do externally, in a really genuine and authentic way. In the most recent client survey, 91% of clients strongly agreed that LCP is a firm that cares. Clients have asked me how they can introduce something similar in their organisations and during job interviews, candidates have told me (unprompted) that LCP CARES is one of the reasons they want to join us.

It’s All About How We Make People Feel

Clients repeatedly tell us that what truly differentiates LCP isn’t just what we do – they already know that we have the technical capabilities – but it’s how we make them feel when working with us. Clients tell us it’s the “little big things” that count; those personal touches and our attention to detail that set us apart. The difference between good service and exceptional service lies in those small, thoughtful actions. Over the years, we’ve implemented various ways to ensure those personal touches are delivered to our clients – from our Client Care Leaders to Client Development Plans, the Professional Trustee Programme, Win Wednesdays and Client Care to name a few.

Those principles ring true for the way we interact internally too. LCP CARES isn’t some “initiative” to me – it’s something I live and breathe every day. I’m passionate about ensuring LCP remains a special place to be. People here really do look out for each other, support one another and go the extra mile to help each other. I hear regularly from colleagues who say they are proud to be part of a firm that cares and one which really values those principles.

One of the highlights for me is the CARES Awards - I love seeing all the nominations that get sent in, where those stories really get brought to life. After every awards ceremony, we send out a copy of the nominations to those who have been recognised. Over the years I’ve had people tell me how valued it’s made them feel and that it’s made their year, which is so rewarding to hear. I was so surprised to have won the 'Heart of CARES' Award this year - I can't believe they managed to pull that off without me getting wind of it! Of course, dressing up as Galinda was also a highlight for me... (or perhaps it was a low point!). But we always have so much fun with the CARES Awards, and that’s so important.

Being a responsible firm and doing the right thing is also important. From the CSR and green policies we have in place, to implementing our Giving Back Network, the LCP Foundation and our DEI Networks. We aren’t a firm that pays lip service to these areas, we want to have a positive impact. It all comes back to the way we make people feel. No matter how busy people are, or what they’re doing, they can always remember that we’re a firm that cares.

Looking to the Future

Everything we do is underpinned by LCP CARES. It has become a part of the fabric of who we are, who we want to be and, most importantly to me, who our clients expect us to be. No matter how big we get, CARES will always be our compass for what’s right and ensuring everything we do aligns to that.

When people and clients talk about LCP, they might not all articulate it as “LCP CARES”, but they’re all describing the same thing. It’s critical that we continue to live, breathe and demonstrate that, so that we can continue to delight our clients, attract top talent and make a positive impact in the world around us.

As long as we continue to nurture that, we’ll remain authentic and continue to differentiate ourselves in the market. The future of LCP CARES is bright, and I’m excited to see how it will continue to shape and define who we are.