Pay Attention to the Journey, Not Just the Outcome

Marni MacLeod

I’m always on the lookout for ways to help clients differentiate themselves from their competitors. Client journey mapping is a useful addition to gathering feedback on the firm’s entire performance that goes beyond requesting a Google review and holding your breath while you wait to see what the client will say. It also provides a gold mine of information on how a law firm can describe to a client what it is like to work with them, thereby answering the age old question “Why should I hire you instead of J.D. Lawyer down the street?”

This also fits nicely with using client personas which are invaluable to developing “useful, relevant content” for prospective clients. Why does this matter? Well, if you want Google to like you and rank you high in search it matters.

Check out Bernero & Press’ whiteboard animation to see how this works.

Our work interviewing clients on behalf of law firms confirms that clients define the experience more expansively. For them, it includes every interaction with a firm, including dealing with lawyers, paralegals, assistants, receptionists, IT, and accounting, and even third-party providers, such as court reporters, whether in-person, by phone, or electronically. It includes every excellent result and every overstaffed phone call. Every succinct email explanation and every blown budget estimate.

Clients don’t experience all of this in a vacuum. Consciously or not, they are comparing it to every other matter that they’ve worked on with any other firm. It doesn’t stop there. When it comes to client experiences, law firms aren’t just competing against other legal service providers; they are competing against all experiences that shape the expectations of their clients.

Source: Bloomberg Law Big Law Business

 

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