Our Service Quality and Business Improvement Lead, Jacek Zawieracz, has reached his 10-year milestone at Optimal Solicitors. Joining as a Legal Assistant in 2015, Jacek quickly got to grips with our approach to legal processes and client care, supporting people through what was often a stressful time as they engaged Optimal for advice and support.
It didn’t take Jacek long to advance his role. Drawing on his passion to help people and develop the business, he poured his heart and soul into finding the most effective ways to ensure our services matched what people truly expected from a modern law firm.
Fast-forward 10 years, and Jacek is more than just integral to Optimal. He has been instrumental in shaping the progression and evolution of the firm, from our approach to social media and customer service to redefining the client experience. Here, he reflects on this personal and professional journey…
Tell us about your progression at Optimal Solicitors
In 2016, I stepped up and took on two key responsibilities: Business Development and managing the First Response Team. These roles ran side by side and shaped much of my career.
As part of Business Development, I had the opportunity to engage directly with clients and understand their real needs. It wasn’t just about marketing – it was about listening to clients, learning how they choose solicitors, what worries them most, and what builds their trust. This showed me how Optimal could evolve to better meet those expectations and make a real difference in people’s lives. It felt like a mission to create a positive impact.
The First Response Team is often responsible for a client’s very first conversation with us. Leading this team for over eight years showed me how critical those first few minutes are. You don’t just collect information – you set the tone for the entire client journey. My focus was on building a culture of empathy, clarity, and support. I wanted every person to leave that first call feeling reassured that they had come to the right place.
Last year, I took on a new role with a much wider scope: how we can improve the way we work across the firm, introduce smarter processes, and use technology to support clients more efficiently. As Service Quality and Business Improvement Lead, I look beyond systems to set higher standards for service – making sure every part of the business keeps the client journey at the centre.
How has Optimal’s presence on social media changed?
Law firms used to treat social media as an afterthought. Most clients came through personal recommendations or traditional advertising. Today, however, platforms like Google, LinkedIn, and Facebook are often the first places they encounter us. That means our online presence isn’t just about visibility – it’s about credibility and trust. Clients expect to see reviews, updates, and evidence that we’re active and approachable.
Social media allows us to share more than just legal expertise. It’s a way of showing the human side of our firm: our charity work, community involvement, and the people behind the cases. For many clients, especially those who may feel nervous about contacting a solicitor, seeing that human side can make the first step of reaching out much easier. In many ways, social media has become an extension of customer service.
How has Optimal adapted its approach to customer service and reviews?
Customer service has always been at the core of what we do. People often contact us at a stressful or uncertain point in their lives. They’re looking for someone who will listen, guide, and support them, as well as offer legal advice. Over the years, I’ve seen how much difference it makes when a client feels truly heard from the very first call. That’s something we have trained our teams to prioritise: empathy, clarity, and consistent communication.
Reviews play a much bigger role here than they did 10 years ago, too. Where previously people might have asked a neighbour or friend for recommendations, now most people will search online before making a decision. One single review can influence countless potential clients, which is why we take them so seriously. A positive review motivates our teams and confirms that we’re on the right track, while constructive feedback helps us identify areas for improvement. Reviews are integral to maintaining the trust that is so essential.
How has the client journey changed at Optimal?
The client journey was more traditional when I first joined Optimal. Most documents were handled in person or through the post, so the process was slower and less flexible. Over the years, technology has transformed how we work with clients. They can sign documents electronically and share information securely online, driving efficiency and widening accessibility to legal services for those who were previously constricted by distance, work commitments, or even language barriers.
Despite all these changes, one thing has stayed constant: the importance of the human touch. Technology can make processes faster, but it can’t replace empathy. Clients still want to feel that someone is listening to them, understands their situation, and will fight for their best outcome. What has really evolved is the balance – combining the efficiency of digital tools with the personal service that makes clients feel supported throughout their case.
What’s important for clients when choosing solicitors?
Clients choose solicitors primarily on trust. They want assurances around expertise, but more importantly, they want to feel confident that they’ll be treated with respect, honesty, and care. Transparency, accessibility, and clear communication are key. Clients don’t want jargon – they want someone who will explain the process in plain language, outline realistic expectations, and keep them updated at every stage.
Like I said before, clients also increasingly look at reviews and social media presence as part of their decision-making. They want to hear from others who have been through similar experiences. That’s why providing excellent service is not just about the individual client in front of us – it’s about building a reputation that reassures future clients too.
Expert solicitors that care
A final word from Jacek:
“Optimal Solicitors has always embraced change while keeping client care at its core. I can confidently say that it’s this commitment to people, combined with our evolving use of technology and strong online presence, that truly sets us apart. I feel proud to have been part of that journey and excited to keep contributing to the future of Optimal Solicitors.”
At Optimal, we’ve always strived to go beyond simply “delivering legal services”. We focus on building relationships. Whether it’s answering their call with empathy, providing multilingual support, or going the extra mile to check in, these are the touches that show clients we genuinely care.
For the very best support and legal advice, contact us today.
