Marketing through Customer Service

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Joshua Lenon – Clio’s Lawyer-in-Residence – as he discusses the impact of customer service on gaining and keeping clients with your practice.

Lawyers who attend this webinar will learn:

- how customer service attracts clients through word-of-mouth promotion
- ways to work customer service into all stages of a case file, from intake to closing
- tools to make your customer service efforts easy to maintain

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Marketing through Customer Service

  1. 1. Marketing through Customer Service Joshua Lenon Lawyer in Residence Clio
  2. 2. Instructor Joshua Lenon •  Lawyer, admitted in New York •  Lawyer-in-Residence for Clio
  3. 3. Agenda •  Customer Service at Clio •  Product vs. Experience •  Transactional vs. Relationship •  Customer Service Drives Business •  Build Customer Service into Your Firm •  Questions
  4. 4. CUSTOMER SERVICE AT CLIO
  5. 5. Customer Service at Clio
  6. 6. 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
  7. 7. Customer Service at Clio
  8. 8. Customer Service at Clio Satisfied – 39.45% Very Satisfied – 44.62% !2013!Clio!Customer!Sa2sfac2on!Survey!
  9. 9. PRODUCT VS. EXPERIENCE
  10. 10. Create an positive experience for your client. !2013!Clio!Customer!Sa2sfac2on!Survey!
  11. 11. Experiences
  12. 12. 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!
  13. 13. What makes you stand out?
  14. 14. TRANSACTIONAL VS. RELATIONSHIPS
  15. 15. 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”!
  16. 16. Trusted Advisor
  17. 17. Trusted Relationships •  Less fee resistance •  More future work •  More referrals to new clients •  Effective and harmonious work relationships with the clients.
  18. 18. 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!
  19. 19. It’s the difference between a one night stand and romance.
  20. 20. Transactions are common because they involve less hard work and demand fewer skills.
  21. 21. Ultimately, however, they are not in the best long-term interests of either professional or client.
  22. 22. CUSTOMER SERVICE DRIVES BUSINESS
  23. 23. Word of Mouth 57% of C-Level Executives hire law firms on the basis of a single, unprompted, peer recommendation Source:!BTI!Consul2ng!Group!
  24. 24. 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!
  25. 25. 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!
  26. 26. 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!
  27. 27. BUILD CUSTOMER SERVICE INTO YOUR FIRM
  28. 28. 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!
  29. 29. 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!
  30. 30. 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
  31. 31. 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
  32. 32. Leveraging Technology Have multiple communication channels. Software and hardware should work together.
  33. 33. 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)
  34. 34. Client Portals
  35. 35. 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”
  36. 36. CONCLUSION
  37. 37. 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
  38. 38. QUESTIONS
  39. 39. Thank You Joshua Lenon joshua@goclio.com @JoshuaLenon Linkedin.com/in/joshualenon

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