I recently wrote an article about the impact robotics, artificial intelligence (AI) and other IT developments will have on the delivery of legal services. I espoused the need for all firms to embrace the new technology, whether it be a fundamental change to working practices or simpler changes to internal processes. I contended that this is not optional for any of us, regardless of the size of firm, market position or service line offerings.
My rationale for those assertions was based on improved efficiencies, better margins (or at worst, retention of current margins), price competitiveness, enhanced client service and – potentially – a competitive edge. But what about the clients? What do they want?
Asking them is always a great starting point but trends and changes to client behaviours and expectations can be gleaned by looking at what is happening out there – outside of our offices, outside of the legal world and in the other world – the real world!
With the harnessing of the internet, Amazon, and other such providers, have revolutionised the way we shop and acquire products, from essentials such as food and clothes, to furniture, and everything in between. We shop online all of the time.
What Amazon in particular has done is raise the bar of customer expectation about what is ‘normal’. The speed at which Amazon can process and deliver your item to you is truly remarkable. Add to that the messaging around the item being retrieved, packaged, dispatched, with the courier and on its way to arrive by a certain time window and date – one has to admit to it being a very impressive operation.
They’re not alone. Even Domino’s has an app that tracks the pizza-making process and when it will be delivered. Reasonably cheap fast-food providers are mirroring the Amazon model, with success. Supermarket home delivery relies on signing receipt of the shopping by a finger scribble.
What Amazon in particular has done is raise the bar of customer expectation about what is ‘normal’. The speed at which Amazon can process and deliver your item to you is truly remarkable
On the one hand, the advancement in the use of technology makes our lives easier and provides real-time information. On the other, it creates a challenge for us to replicate that level of service. The Amazon generation now expects it.
It is easy to equate the Amazon generation with the millennials and the bad press they tend to get. The problem is the Amazon generation includes all of us! Tech-savvy kids, silver surfers, time-poor professionals, and lucky time-rich individuals.
“So what?”, I hear you cry.
The Amazon generation will expect similar levels of service from all of the suppliers they engage with, which will include legal providers. It’s near impossible to provide that level of service manually so it has to come from technology, which means I end this article as it began.
“It is too expensive for us,” I hear you retort. I would humbly suggest you may not have a
choice!
This article can be found in LPM May magazine: The right protection?
