Dave Eagle: The Client of the Future – Innovating around the Client Experience
As we continue the Alternative Insights pain point series on The Client of the Future – Innovating around the Client Experience, today, Dave Eagle, Head of Client Solutions and Innovation at Royds Withy King, delves into client expectations and argues that in the Legal sector it isn’t all about service as many would assume…
It’s all about service, right?
Wrong! Today being a great lawyer isn’t enough; you need to work on Business Development strategies and compelling value-add propositions to differentiate yourself from the competition.
Clients also have increased expectations and want service delivered when and where it’s convenient for them. And while the client expects this interaction to be a five star experience, don’t be fooled into thinking they want to spend their precious time with you!
The client of the future wants an outstanding, “always on” service with the minimum amount of interaction – time saved here gives you more time to support the clients who do want a much more tailored experience.
How can I service the client of the future?
The client of the future is looking for a platform based experience. They need to get something from interacting with you as a company. Instead of giving your client screens of information to fill out, look at ways of enhancing the time they spend on your platform.
Bring clients together in a community. Provide thought leadership and event programmes as well as a forum for your clients to come together and share ideas. Give away knowledge and know-how. Create a reason for them to keep coming back to your platform and create some brand affinity.
Use your data. We all hold so much data about our clients and need to leverage this to tailor their experience. Use data and analytics to predict what they want and provide the service(s) they want and need, when they need them.
But, be careful what you ask the client to do for you…
Client facing workflows may be great for you and remove administrative time for your staff – but why should the client who, after all, is paying you to do this piece of work for them, be tasked with this work?
Be careful what you aim for – pass too much to the client to do and they’ll look elsewhere.