Advocacy has traditionally focused on establishing close, personal connections with clients. However, at times, there has been a lack of transparency regarding the status and details of the legal services provided, including the complexity of the language used in the field.
In the past ten years, there have been significant changes in this model because of rising challenges and tensions among individuals and between them and the government. This shift is also driven by economic growth and the emergence of new industries and business models, requiring law firms to adopt different organizational structures and customer relationships.
The significance of interacting directly with customers and being close to comprehend their needs and issues has remained constant despite the evolving world.
Lawyers face new challenges as they need to use technology, work in multidisciplinary teams, and learn from other sectors to enhance client experiences, foster strong relationships, and deliver scalable services effectively.
In today’s highly interconnected world, the availability of instant information and tailored communication for various contexts has increased the importance of gaining a deeper understanding of legal matters, relevant regulations, conflict resolution methods, and ensuring compliance with business practices.
We are currently experiencing the age of digital revolution, where we use urban transportation apps, personalized streaming services for entertainment, food delivery apps, online shopping for home goods, and track our deliveries every step of the way.
Businesses in today’s digital age prioritize delivering exceptional customer experiences to well-informed individuals who value agility, efficiency, and personalized services when making purchasing decisions.
This shift in the legal services sector, driven by market demand and a changing culture, emphasizes the need for law firms to enhance their provision of professional services to clients, a task historically managed by lawyers lacking expertise in customer relations and business management.
The idea of “client experience” (customer experience) is a recent development in the business world, particularly in offices, where its significance for customer satisfaction and loyalty cannot be ignored.
The Great Recession of 2008 led to a shift in the hiring practices of legal services, especially in the engagement of external lawyers. Companies, facing market liquidity challenges and limited access to capital, were compelled to maximize efficiency. Consequently, legal department expenditures came under strict scrutiny by corporate financial departments. Businesses became increasingly conscious not only of the costs involved but also of the fee structures, emphasizing transparency and results in service delivery.
In the past ten years, the internet has provided new opportunities for requesting and formalizing demands, as well as sharing information about legal services and their details.
The growing digitization of all sectors of the economy in the past two years has made customer experience a significant demand for corporate clients and the general public, unlike before.
The offices must focus on understanding their customers’ genuine contracting needs in order to differentiate themselves in the market. The customer experience involves various stages, from creating the office website to post-service actions, and requires identifying and addressing areas of concern to establish a personalized relationship.
How can the offices get ready for this journey? In general, the key aspects are:
- Identify the objectives of your company and its primary distinguishing features.
- Create a strategic plan for your office, outlining your growth objectives and the strategies to accomplish them.
- Define the characteristics of the customers your office aims to attract.
- Establish methods to effectively communicate with your customers and grasp their goals for utilizing your services.
- Study the entire journey and enhance these aspects, including prospecting, initial contacts, hiring process, project kick-off meetings, real-time monitoring updates, and other potential opportunities.
- Legal communication should be tailored to different designs and purposes to ensure accessibility and clarity for all recipients.
- The digital space should embody the same values and attention to detail as a well-designed and functional office.
- Focus on finding ways to showcase the importance of the work and the outcomes achieved.
- Hold regular meetings to assess satisfaction levels and identify areas for improvement.
- Develop metrics that allow for tracking actions aimed at enhancing customer experience, and other related matters.
Mapping the customer experience journey may seem trivial to law firms at first, but in reality, it has proven to be quite valuable. Understanding how to deliver a positive and effective experience, with clear communication and minimal disruptions, can set the office apart in the market.
The legal service and its outcomes take precedence, but the journey, customer service, and understanding their needs all contribute to the clarity of the value proposition and the quality of these services. Ultimately, the primary outcome of these efforts will be a boost in revenue, tied to the exceptional experience and attention provided by all staff throughout the process.
This positive encounter not only leads to a rise in revenue but also impacts customer loyalty, brand image, and likelihood of referrals.
Legal solutions provided efficiently and attractively in a clear and understandable manner are now a common feature in today’s highly competitive world, where customers have the final say in choosing and retaining legal services.
Currently, it is essential for companies to provide top-notch work and create a remarkable experience for customers throughout the service process to ensure their loyalty. Placing customers at the core of this journey is a crucial competitive advantage.
As Daniel Kahneman emphasizes, what truly matters is the lasting positive or negative memory that an experience creates for individuals. How are you readying your office to make an impact on your customers?
To learn more, participate in our complimentary gathering.
Managing the customer experience at law firms.
April 12, from 10:00 to 11:00 in the morning
Register through this link.