Customer Experience (CX) in the Legal Sector

However, the firm is often inferior in another aspect – it does not use customer experience to build its business strategy. This is where the problem lies because getting information from the client is a valuable resource that allows you to develop your business and get more repeated calls. 

Customer experience helps to get more clients

The day has come when you have successfully completed the client’s case. He is happy and grateful to the lawyers for the positive result. However, despite the success, you may no longer see it on your firm’s doorstep. The fact is that a lot of law firms make one mistake – they do not use their positive experience with clients in the future. 

If you’ve helped a customer solve their problem, why not offer them other services? We have enough situations in life when we need a lawyer. A good lawyer who knows you and understands the intricacies of the issue is a significant advantage on your side.

When the client is left with good impressions of the work of lawyers, he can contribute to the creation of the referral base of the firm. However, often law firms do not use customer experience, as retail, IT, and banking institutions do.

Eliminating these imperfections in the work of a law firm will help the right approach to building relationships with clients. A well-chosen strategy is something that allows you to retain acquired customers and get more profit and get ahead of your competitors.

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Customer Experience solutions that help grow your law firm

When it comes to customer experience, we mean the perception of the company by the client. In other words, it is like a summary that summarizes all the experience that was gained as a result of cooperation with a law firm. It follows that you need to make sure that clients get the best experience throughout all stages of cooperation with attorneys. 

You can get the best customer experience by involving customers in every step of their business. Yes, a lot of people turn to law firms precisely because lawyers help them solve problems on a turnkey basis, minimizing participation in the case. However, this does not mean that the client wants to stay away from the procedure. It will be important for him to receive information about the status of the case, and the steps that will be taken. For most clients, it is essential to be involved in the process in a relaxed way when they are not overloaded with information, but feel in the know of all events.

How can you get the best customer experience? There are several effective ways to improve your customer relationships: 

• Access to information related to 24/7 cases. 
• Easy access to documents.
• The ability to communicate with specialists in a convenient format for the client.

Yes, the ability to get the necessary information on the case at any time, from any device is what the clients of the law firm need in the first place. Instant access to data is a necessity for a company that expects to successfully develop and compete in the services market. The benefits of this approach have been explored in the Attorney at Work studies. At the same time, it is important not only to provide a quick login to the system but also to ensure a high level of data security.

It is significant to develop communication with the client. We are used to communicating often and a lot – in instant messengers, through social networks, and e-mail. Therefore, modern clients of law firms are people who value their time and comfort in communicating with lawyers. They expect the same approach from lawyers. Companies that neglect this point have a significant risk of losing the audience interested in their services. To solve this problem, customer portals for the exchange of documents and information can help. 

Continuing the theme of communication with customers, it is worth saying that emotions should be used to build trust. Most of the legal services are carried out at a time when the client is experiencing a significant moral burden. If you use emotional intelligence and build your decisions based on the psychological portrait of the client, there is a high chance of obtaining the maximum customer experience. Understanding the emotional state of your client should be reflected in all elements of communication – from messages in chatbots to advertising. This gives a huge advantage over competitors who communicate with customers in the language of dry facts and figures. 

Together with the organization of access to all necessary information, it is worth providing an opportunity to conveniently pay for the services of lawyers online. The obvious benefit of this solution is that the client receives the invoice quickly and can send the payment no less quickly. The company gets more money because it meets halfway and cares about the convenience of its customers, who do not need to perform unnecessary actions to pay. 

Why is Customer Experience so important for a law firm?

More than 66% of customers want companies to understand their needs and be able to anticipate them. At the same time, 52% of people count on personalized offers. And a huge figure of 80% speaks of those clients who put the experience gained in the process of interacting with the company on the same level as the quality of the services provided.

All this means that for successful development it is necessary to take into account the needs of customers not only in quality services but also in the positive experience of relationships with specialists.

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