How does digital influence client experience?

Alex Williams, P4W product manager at Advanced, discusses the impact digital ways of working and digital tools have on the all-important client experience

Even before the pandemic arrived in the UK, the legal community was becoming increasingly aware of how a client’s experience of the firm drives new and recurring business. It matters now more than ever because sites such as Google Reviews and Review Solicitors give prospective clients an immediate understanding of what previous clients have experienced at your firm. As we adjust to living with Covid-19, firms should now be thinking about the steps they can take to improve their customers’ experience, ensure positive reviews, and nurture lasting relationships.

The client journey begins with the onboarding process. Since it’s no longer a good idea to do that in person, firms need to put a digital process in place that will allow client cases to be set up quickly and easily – without social distancing being an issue. The UK Government’s Digital First policy fully supports this approach by enabling identity checks to be done digitally. It’s something that many firms do already, but digital onboarding will increasingly become the norm for consumers.

Once onboarded, it’s important that a single source of truth is rigorously maintained while managing the client’s case history and activity. The right practice and case management system enables that by ensuring that all client information is stored in one place. It means that everyone in the firm – from the receptionist to the accounts team – has access to role-appropriate real-time information, so that they’re always on the same page with the client’s case. Ultimately this increases the quality of the client’s experience across every interaction with the firm.

It may sound obvious, but communicating with clients regularly, and in the right way, also improves their customer journey. People don’t like being left in the dark, and, in particular, clients don’t want to have to chase for progress updates. One way to help clients take back control is by using a client collaboration portal that gives them access to their case details digitally. Our solution is called WebPortal. Being able to divert clients to this type of online resource both provides clients with the information they require and ensures that you staff’s time is used productively.

Finally, closing a case shouldn’t mean that you end communications with the client. It’s a fundamental principle of business that it’s far easier and cheaper to keep or renew a client than to find a new one. By communicating regularly, you’ll keep clients engaged and remind them that you’re still there for them when they need you. However, this can be time-consuming. An integrated client relationship management system can automate this process, keeping you on track with client engagement.

Advanced is hosting a webinar series, elaborating on the points discussed here, and offering  top tips for choosing a practice and case management system in 2020. It’s designed to help you know what to consider when you’re ready to make the move. Register here to take part.