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The Evolution of Client Experience in the World of Law

By Mariano Werner - Lemontech
CEO

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By Mariano Werner | CEO - Fri, 12/16/2022 - 09:00

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The world is changing rapidly and one of the evolutions of our time is empowered customers. As customers we have gained a lot of power and our voice is more relevant than ever. In the legal world in particular, the exponential increase in the number of lawyers has generated an unprecedented level of competition. And still, many attorneys do not focus on the experience they provide to their clients.

I think there are two main reasons for this lack of focus. On the one hand, universities don't teach lawyers about the importance of the customer experience or about tools to improve it (I don't know of a single law school that has a class on this, it's not a recurring theme in postgraduate or congresses, etc.). On the other hand, there is a certain historical or cultural bias, since this was not particularly relevant in law (there was no such level of competition).

Based on my experience I see three main elements for lawyers who want to differentiate themselves and improve the client experience:

  1. Consider the “customer journey.” When a client meets with a lawyer, there is a before, a during and an after. Lawyers typically focus on the “during,” which is the time they are in front of the client. But that's just part of the customer experience. Why not also consider the before and after? Normally, it is very difficult for clients to understand which lawyer is right for the subject they are concerned with, how to book an appointment, how much it will cost, etc, not to mention the “human” factor; for example, facilitating how to schedule an appointment, the time they are in front of the client. But the lawyer doesn't know how to deal with the client: he focuses specifically on the legal issue, on his agenda and on moving forward with the problem, using very specific terms.

  2. Reduce ambiguities. Put the customer at the center and consider what they really want. Lawyers can provide excellent legal advice, but this is not the only thing clients want. Usually customers don't want a technical explanation in complex language, with emphasis on ambiguities and a lot of “ifs.” In general, customers want a solution, and the expert uses his or her expertise to reduce ambiguity. This reminds me of a well-known phrase in marketing: “The customer doesn't want a drill, they want a hole.” In this case, it is as if the lawyer will focus on explaining the technical components of the drill and the speed at which the lathe turns but they are not yet clear whether it will actually be possible to make the hole or how much it will cost.

It is true that many issues are indeed ambiguous and depend on several factors, but the lawyer faces them every day and clients rarely. It is the lawyer who has the best information and experience to reduce these ambiguities. What's going to happen? How much is it going to cost?  Customers don’t want a super technical explanation, in a complex language. They want the solution to their problem.

"Are the worst". “I would give it zero stars.” “They are professionals, but arrogant.” These were some of the opinions of clients who were unhappy with their lawyers at some of the most prestigious firms in the sector and commented on Google, according to an article in the Spanish newspaper El País.

  1. The client is not clear about the process of their trial: by hiring a lawyer to solve a specific problem, the lawyer is not humanized in the client's experience. Lack of transparency in the step by step that the client should follow.

  2. By not having that honest communication to explain the potential risks or the favorable scenario, the customer is left without a clear path.

  3. The lawyer focuses on the legal field and not the human factor: the lawyer is delivering a service, in which he charges by the hour or by milestones, but that does not imply  you cannot humanize yourself with the customer you are serving.

A more personal, more humane and empathetic approach to  your client's pain will certainly instill much more confidence that the problem will be solved in a less painful way. The customer doesn't want a drill, he wants a hole.

In this context, lawyers require a substantial transformation in the way they deliver their service, with a greater human touch and sympathy with their client. Technology can be the catalyst for this transformation. Adopting new technological tools means a radical change in the way a firm focuses its attention on the problems and pains of its client.

Applying technology provides endless solutions to tasks that take up a lawyer's valuable time, such as reducing manual activities, time management, and process automation, and enables lawyers to focus on higher value-added tasks, centralizing customer information to better understand the customer journey.

In addition, there are tools or software that make the process visible, that add transparency to the attorney/client relationship, such as customer relationship management (CRM) software, lawyer rankings, online reservations, case management (CaseTracking), billing and time management (TimeBilling), among others.

Technology is changing the way legal advice, services, and products are delivered, just as law firms face challenges and opportunities. The firm that knows its place in the changing landscape will be able to offer technology-based transaction expertise and become part of the evolution.

The customer will demand more and more commitment, higher quality, better treatment and experience. Lawyers who adapt to the use of new technologies to improve the experience will have a greater impact on society and be one step ahead of the competition.

The goal is for lawyers to take control and evolve toward more efficient management, with greater profitability and security. Modernizing processes with technology can improve your customer experience.

Photo by:   Mariano Werner

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