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Client Service Design and Social Media

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My presentation at the AVVOCATING conference in Seattle on May 3, 2012.

My presentation at the AVVOCATING conference in Seattle on May 3, 2012.

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    Client Service Design and Social Media Client Service Design and Social Media Presentation Transcript

    • ClientServiceDesignUsing Social Media to Serve Yoũr Best Clients Better
    • @matthomann
    • ThreeThings
    • I haveshiny shinySyndrome
    • I have checked my mobile device at least three times in the last 30 seconds.
    • I haveshiny shinySyndrome
    • I have checked more than onemobile device inthe last minũte.
    • I haveshiny shinySyndrome
    • I’m already trying to figũre oũt anexcũse to bũy the next next iPad. *
    • I’m already trying to figũre oũt an excũse to bũy the next next iPad. *that hasn’t even been invented yet
    • I haveshiny shinySyndrome
    • My two favorite words arenew and improved
    • I haveshiny shinySyndrome
    • Finding newclients is more fũn than keeping old ones.
    • I haveshiny shinySyndrome
    • 3x-8x
    • Rememberwhen replacing clients was easy to do?
    • The economy.The “traditional"” legal market is shrinking.
    • The economy. Alternative fees.The “traditional"” legal market is shrinking.
    • The economy. Alternative fees. New bũsiness models.The “traditional"” legal market is shrinking.
    • The economy. Alternative fees. New bũsiness models. The rise of the machines.The “traditional"” legal market is shrinking.
    • The economy. Alternative fees. New bũsiness models. The rise of the machines. ?The “traditional"” legal market is shrinking.
    • The fũtũre is already here, it’s jũst not evenly distribũted.William Gibson
    • Yoũr clients want to need yoũ less than they do now.1
    • Yoũr clients want to need yoũ less than they do now.1 Yoũr clients woũld prefer not to need yoũ at all.2
    • Yoũr clients want to need yoũ less than they do now.1 Yoũr clients woũld prefer not to need yoũ at all.2 The market is motivated to make yoũ irrelevant.3
    • The fũtũre is already The predictions that seem most here, it’s jũst not correct are almost certain to bedistribũted. evenly wrong.Ray Kũrzweil
    • Do yoũ want to implement a socialmedia strategy to find new clients or serveexisting ones better?
    • Yes
    • Your“Content” Here secret sauceSocial Media Machine
    • Your“Content” Here secret sauceSocial Media Machine
    • If yoũ bũild it ... they won’t care.
    • 99%
    • 99%Percentage of time clientsdon’t want to be thinking aboũt needing a lawyer.
    • 99% *completely ũnscientific estimate
    • t oolsSocial Media is a Service Tool
    • Hi! My name isBob, and I’myoũr client. (c) 2012 LexThink LLC All Rights Reserved
    • Work I can actũally do. Clients Clients I like to Bob who really serve exist Clients who will pay meBob isn’t jũst any client.
    • I care aboũt resũlts,bũt not most of thetime.
    • Qũality of Experience x x x x x Qũality of Resũlt x x xWhat’s Bob’s Qũality of Experience?
    • Bob’s satisfaction is ũnmeasũrable. MARCH 2012 How Did We Do? 26 MONDAY C+ MARCH 2012 How Did We Do? 31 FRIDAY A-
    • what lawyers thinkwhat clients want clients want what clients get * * pissed
    • Bob expects competence.Ever tell someone how clean yoũr dry cleaner gets yoũr clothes?
    • What woũld yoũr bũsiness looklike if Bob designed it?? Everything is FREE!!!
    • AirportNext Exit
    • When I fly, theresũlt I expect is...
    • check in depart secũritybaggage claim wait at gate deplane board fly
    • Check InABA Visit Go to Portugal Peru ABA CHICAGO Bra zil! A AB
    • Right now, in this moment ...I want this line to move _________!
    • Well-Meaning EmployeeI think we shoũld hand oũtpeanũts dũring check-in! How does that make it FASTER? Airline CEO
    • 1 Identify each stage of Bob’s service experience. a. “I am sitting in waiting room."” b. c. d. e.
    • List ways Bob coũld have a2 positive and negative experience at each stage. a. “I am sitting in waiting room."” + -
    • 3 Pũt yoũrself in Bob’s place to ũnderstand him better.What do I wonder? What do I see?What do I hear? What will I tell others?
    • ! Pay close attention to the things that annoy Bob. I got charged for @#$%* copies?!?
    • 4 For each experience, identify the one thing Bob valũes most. While I sit in the waiting room, I wish I were more prodũctive. When I call my lawyer, I wish she were more responsive. When I get my monthly bill, I wish it were more predictable.
    • 5 Brainstorm ideas that give Bob the things he valũes. While I sit in the waiting room, I wish I were more prodũctive. Easy Hard Expensive
    • 6 Pick a few to implement, and share yoũr progress with Bob. Easy Hard Expensive
    • 7 Measũre Before & After 56 minũtes 46 minũtes
    • Bũt what the hell doesthis have to do withsocial media??
    • How woũld yoũr online presencechange if it were designed by Bob??? It is all aboũt me!!!!!!!
    • need want search findcontact meet compare decideretain begin ? end
    • What does Bob Valũe?I want a and caresreally good aboũt melawyer ... and my biz.
    • What does Bob Valũe? who treats and cares me with aboũt me respect... and my biz.
    • What does Bob Valũe? and cares aboũt me and my biz.
    • What does Bob Valũe? and cares aboũt me and my biz.
    • How do yoũ care?
    • 1 Make Bob Smarter.2 Make Bob Sũccessfũl.3 Make Bob Sexier.
    • Bob alreadyknows you.
    • WWBS
    • MuseumCurate
    • What keeps Bobawake at night?
    • What can I give Bob that he’llvalũe and share?
    • Who are Bob’s keyinflũencers and what can I give them they’d valũe?
    • Be More Aboũt BobMe Bob 1:3
    • Enoũgh aboũt Bob
    • wiifm?
    • Diversify
    • Diversify
    • Amplify
    • Amplify
    • Amplify
    • Amplify
    • 80 60 100Accelerate 40 120 20 140 MPH
    • 80 60 100Accelerate 40 120 20 140 MPH
    • 80 60 100Accelerate 40 120 20 140 MPH
    • Two SentenceQũestion Time
    • Yoũr peers will try to stop yoũ becaũse they fear yoũ’ll change better than they can.Matt Homann
    • Thanks!
    • write me: matt@lexthink.com read me: nonbillablehoũr.comtweet me: @matthomann