Published on March 20, 2014
Marketing through Customer Service Joshua Lenon Lawyer in Residence Clio
Instructor Joshua Lenon • Lawyer, admitted in New York • Lawyer-in-Residence for Clio
Agenda • Customer Service at Clio • Product vs. Experience • Transactional vs. Relationship • Customer Service Drives Business • Build Customer Service into Your Firm • Questions
CUSTOMER SERVICE AT CLIO
Customer Service at Clio
Customer Service at Clio Methods • Toll free number • Email • Chat • Twitter • Support website Numbers • 100,000 tickets answered • 8,000 man hours • 22,000 clients • 12 people • 2 continents
Customer Service at Clio
Customer Service at Clio Satisfied – 39.45% Very Satisfied – 44.62% !2013!Clio!Customer!Sa2sfac2on!Survey!
PRODUCT VS. EXPERIENCE
Create an positive experience for your client. !2013!Clio!Customer!Sa2sfac2on!Survey!
Public Views Lawyers as Interchangeable 0! 500! 1000! 1500! 2000! 2500! 3000! Popula2on!per!Lawyer! United!States! UK! France! South!Africa! By!Ahmed!Raza!Khan/Mint!
What makes you stand out?
TRANSACTIONAL VS. RELATIONSHIPS
Most Common Complaints • Fee disputes • Failure to obtain consent and/or keep the client informed • Failure to follow client instructions Source:!Wisconsin!Lawyer,!October!2012,!“Managing!Risk:!Top!OLR!Complaints:!Grievances!on! the!Rise”!
Trusted Relationships • Less fee resistance • More future work • More referrals to new clients • Effective and harmonious work relationships with the clients.
Transactional vs. Relatioship Transactional • Prevail over all • Impersonal, detached • Short-term benefit • Them • Opponents Relationship • Preserve relationships • Give and be helpful • Commitment • Us • Understand the other side Source:!“Do!You!Really!Want!Rela2onships?”!by!David!Maister!2005!
It’s the difference between a one night stand and romance.
Transactions are common because they involve less hard work and demand fewer skills.
Ultimately, however, they are not in the best long-term interests of either professional or client.
CUSTOMER SERVICE DRIVES BUSINESS
Word of Mouth 57% of C-Level Executives hire law firms on the basis of a single, unprompted, peer recommendation Source:!BTI!Consul2ng!Group!
Clients Don’t Want Lowest Price • Transparent pricing: We want to understand how/why the price is set and have the opportunity to discuss changes - 36.4% • Lowest pricing: We want the lowest price available - 9.6% Source:!Altman!Weil!14th!annual!Chief!Legal!Oﬃcer!Survey!
Listening to Clients = Revenue • Only 58% of law firms conduct client feedback. • Firms acting on feedback generate 2.7 times more: – revenue generation – client retention – year-over-year growth. Source:!BTI!Consul2ng!Group,!“Firms!Ac2ng!on!Client!Feedback!Perform!2.7!Times!Be[er!Than! All!Others,”!03/12/2014!
Listening to Clients = Revenue Law firms whose clients see them as being best in client service enjoy: • 30% higher profitability • 7% rate premiums across all staff levels • 35% higher client retention Source:!BTI!Consul2ng!Group,!“Client!Service!Leaders!Boxing!Out!the!Compe22on,”!02/27/2013!
BUILD CUSTOMER SERVICE INTO YOUR FIRM
Success as a lawyer is 10% technical and 90% people skills Source:!“How!to!Stay!Digitally!Relevant,!Raise!the!Bar,!and!Give!Your!Clients!an!Excep2onal! Experience!”!Law!Technology!Today,!03/19/2014!
Mitch Jackson’s Tips • Connect with clients where they already are, like social media • Use tools to be available 24/7 – Client portals – Secure messaging – Website chat – Telephone answering service • Use the web to provide value Source:!“How!to!Stay!Digitally!Relevant,!Raise!the!Bar,!and!Give!Your!Clients!an!Excep2onal! Experience!”!Law!Technology!Today,!03/19/2014!
Beginning Stages • Take the time to listen to the clients wants and needs. • Gather information, including preferred means of contact – Store this information in most accessible system • Set expectations to avoid future conflict – Communications policies – Best and worst outcomes
Ongoing Matters • Communicate early and often • Communicate clearly • Take time to solicit feedback • Take time to explain process and reasoning • Leverage technology to make you seem more available
Leveraging Technology Have multiple communication channels. Software and hardware should work together.
Cloud Services • Access to files for quick reference (practice management) • Sharing of documents and information effortlessly (Box or Dropbox) • Communication tools that transcend devices for seamless experience (Social Media and Webmail)
Closing Matters • Solicit feedback at the close • Quantifiable tracking helps. • Use survey services like SurveyMonkey to create a consistent means of soliciting feedback • Use automated calendar reminders to set post-closing “checkins”
Conclusion Customer service attracts increased business for law firms by generating loyalty and referrals Minimal efforts in customer service can lead to large gains for a law firm Technology can make good customer service an effortless task
Thank You Joshua Lenon email@example.com @JoshuaLenon Linkedin.com/in/joshualenon
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