How a good digital strategy can help solicitors manage client expectations
In the internet age, customer expectations tend to be higher than in the past, but the right digital strategy can help solicitors to manage and even exceed customer expectations.
The digital age has brought both threats and opportunities for law firms, like any other business. The instant access to information and means of communication that the internet and mobile phones have generated means consumers increasingly expect to be able to access services swiftly and at any time.
Why the right digital strategy makes a difference?
In an age of easy-access communication and information, people want to be kept informed whether as prospective future customers seeking as much information as possible, or as current clients who want to be kept informed about the progress of their cases. Quite simply, people want their lawyers online and communicative.
- In the first instance, this means having a well-designed website that is easy to navigate around, contains abundant information and offers further opportunities for contact to find out more.
- However, a wider digital strategy can also encompass content marketing, SEO for law firms and social media, all of which should provide plenty of information while also seeking to engage and interest potential clients in order to convert them into actual customers.
- Once on board, however, it is important that the digital strategy is also designed to manage expectations.
How under-promising and over-delivering works
Expectation management is a major challenge. Many of the most common complaints law firms face come from clients who are unhappy at not being kept informed of progress. Too often legal firms are complacent in this area, thinking they are better at staying in touch than is really the case.
Two things are needed to prevent this. One is the provision of digital options by which regular two-way communication can be maintained, such as email and social media. The other is a clear commitment to providing good communication.
The best way to do this is to set key performance indicators (KPIs) stating how often progress updates are given, or how soon enquiries should receive a response.
- This should then be given as a promise to the customer.
- However, the aim should be to under-promise and over-deliver, by then meeting the promise much sooner.
- For instance, if a KPI says a response to an email should happen inside 48 hours, answering within 24 hours will delight the client with the swiftness of the response. This can generate good PR for law firms and boost customer loyalty.
What we can do to help
At BeUniqueness, we understand the value of meeting and exceeding client expectations. We can help you develop a detailed and robust digital strategy that will improve your communications and help ensure you have an important edge over your competitors.