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 ...
The economy.                      Alternative fees.                  New bũsiness models.              The rise of the ma...
The economy.                      Alternative fees.                  New bũsiness models.              The rise of the ma...
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 fũtũre is already  The predictions that seem  most here, it’s jũst not        correct are almost  certain to bedist...
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  serv...
I care aboũt resũlts,bũt not most of thetime.
Qũality of Experience                                                 x                       x                          ...
Bob’s satisfaction is ũnmeasũrable.      MARCH 2012   How Did We Do?       26        MONDAY                      C+     ...
what lawyers thinkwhat clients want                               clients want                    what clients get        ...
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    ...
Check InABA      Visit                    Go to      Portugal                Peru                                       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            ...
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?  ...
!   Pay close attention to the    things that annoy Bob.                   I got charged for                   @#$%* copie...
4   For each experience, identify    the one thing Bob valũes most.    While I sit in the waiting room, I wish I    were ...
5   Brainstorm ideas that give    Bob the things he valũes.    While I sit in the waiting room, I wish I    were more pro...
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                  ...
80                  60         100Accelerate   40                    120                  20         140                  ...
80                  60         100Accelerate   40                    120                  20         140                  ...
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
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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.

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Client Service Design and Social Media

  1. 1. ClientServiceDesignUsing Social Media to Serve Yoũr Best Clients Better
  2. 2. @matthomann
  3. 3. ThreeThings
  4. 4. I haveshiny shinySyndrome
  5. 5. I have checked my mobile device at least three times in the last 30 seconds.
  6. 6. I haveshiny shinySyndrome
  7. 7. I have checked more than onemobile device inthe last minũte.
  8. 8. I haveshiny shinySyndrome
  9. 9. I’m already trying to figũre oũt anexcũse to bũy the next next iPad. *
  10. 10. I’m already trying to figũre oũt an excũse to bũy the next next iPad. *that hasn’t even been invented yet
  11. 11. I haveshiny shinySyndrome
  12. 12. My two favorite words arenew and improved
  13. 13. I haveshiny shinySyndrome
  14. 14. Finding newclients is more fũn than keeping old ones.
  15. 15. I haveshiny shinySyndrome
  16. 16. 3x-8x
  17. 17. Rememberwhen replacing clients was easy to do?
  18. 18. The economy.The “traditional"” legal market is shrinking.
  19. 19. The economy. Alternative fees.The “traditional"” legal market is shrinking.
  20. 20. The economy. Alternative fees. New bũsiness models.The “traditional"” legal market is shrinking.
  21. 21. The economy. Alternative fees. New bũsiness models. The rise of the machines.The “traditional"” legal market is shrinking.
  22. 22. The economy. Alternative fees. New bũsiness models. The rise of the machines. ?The “traditional"” legal market is shrinking.
  23. 23. The fũtũre is already here, it’s jũst not evenly distribũted.William Gibson
  24. 24. Yoũr clients want to need yoũ less than they do now.1
  25. 25. Yoũr clients want to need yoũ less than they do now.1 Yoũr clients woũld prefer not to need yoũ at all.2
  26. 26. 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
  27. 27. The fũtũre is already The predictions that seem most here, it’s jũst not correct are almost certain to bedistribũted. evenly wrong.Ray Kũrzweil
  28. 28. Do yoũ want to implement a socialmedia strategy to find new clients or serveexisting ones better?
  29. 29. Yes
  30. 30. Your“Content” Here secret sauceSocial Media Machine
  31. 31. Your“Content” Here secret sauceSocial Media Machine
  32. 32. If yoũ bũild it ... they won’t care.
  33. 33. 99%
  34. 34. 99%Percentage of time clientsdon’t want to be thinking aboũt needing a lawyer.
  35. 35. 99% *completely ũnscientific estimate
  36. 36. t oolsSocial Media is a Service Tool
  37. 37. Hi! My name isBob, and I’myoũr client. (c) 2012 LexThink LLC All Rights Reserved
  38. 38. 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.
  39. 39. I care aboũt resũlts,bũt not most of thetime.
  40. 40. Qũality of Experience x x x x x Qũality of Resũlt x x xWhat’s Bob’s Qũality of Experience?
  41. 41. Bob’s satisfaction is ũnmeasũrable. MARCH 2012 How Did We Do? 26 MONDAY C+ MARCH 2012 How Did We Do? 31 FRIDAY A-
  42. 42. what lawyers thinkwhat clients want clients want what clients get * * pissed
  43. 43. Bob expects competence.Ever tell someone how clean yoũr dry cleaner gets yoũr clothes?
  44. 44. What woũld yoũr bũsiness looklike if Bob designed it?? Everything is FREE!!!
  45. 45. AirportNext Exit
  46. 46. When I fly, theresũlt I expect is...
  47. 47. check in depart secũritybaggage claim wait at gate deplane board fly
  48. 48. Check InABA Visit Go to Portugal Peru ABA CHICAGO Bra zil! A AB
  49. 49. Right now, in this moment ...I want this line to move _________!
  50. 50. Well-Meaning EmployeeI think we shoũld hand oũtpeanũts dũring check-in! How does that make it FASTER? Airline CEO
  51. 51. 1 Identify each stage of Bob’s service experience. a. “I am sitting in waiting room."” b. c. d. e.
  52. 52. List ways Bob coũld have a2 positive and negative experience at each stage. a. “I am sitting in waiting room."” + -
  53. 53. 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?
  54. 54. ! Pay close attention to the things that annoy Bob. I got charged for @#$%* copies?!?
  55. 55. 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.
  56. 56. 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
  57. 57. 6 Pick a few to implement, and share yoũr progress with Bob. Easy Hard Expensive
  58. 58. 7 Measũre Before & After 56 minũtes 46 minũtes
  59. 59. Bũt what the hell doesthis have to do withsocial media??
  60. 60. How woũld yoũr online presencechange if it were designed by Bob??? It is all aboũt me!!!!!!!
  61. 61. need want search findcontact meet compare decideretain begin ? end
  62. 62. What does Bob Valũe?I want a and caresreally good aboũt melawyer ... and my biz.
  63. 63. What does Bob Valũe? who treats and cares me with aboũt me respect... and my biz.
  64. 64. What does Bob Valũe? and cares aboũt me and my biz.
  65. 65. What does Bob Valũe? and cares aboũt me and my biz.
  66. 66. How do yoũ care?
  67. 67. 1 Make Bob Smarter.2 Make Bob Sũccessfũl.3 Make Bob Sexier.
  68. 68. Bob alreadyknows you.
  69. 69. WWBS
  70. 70. MuseumCurate
  71. 71. What keeps Bobawake at night?
  72. 72. What can I give Bob that he’llvalũe and share?
  73. 73. Who are Bob’s keyinflũencers and what can I give them they’d valũe?
  74. 74. Be More Aboũt BobMe Bob 1:3
  75. 75. Enoũgh aboũt Bob
  76. 76. wiifm?
  77. 77. Diversify
  78. 78. Diversify
  79. 79. Amplify
  80. 80. Amplify
  81. 81. Amplify
  82. 82. Amplify
  83. 83. 80 60 100Accelerate 40 120 20 140 MPH
  84. 84. 80 60 100Accelerate 40 120 20 140 MPH
  85. 85. 80 60 100Accelerate 40 120 20 140 MPH
  86. 86. Two SentenceQũestion Time
  87. 87. Yoũr peers will try to stop yoũ becaũse they fear yoũ’ll change better than they can.Matt Homann
  88. 88. Thanks!
  89. 89. write me: matt@lexthink.com read me: nonbillablehoũr.comtweet me: @matthomann

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