roi 2010 keynote - ben mcconnell on the client experience
TRANSCRIPT
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Prepared and presented by Ben McConnellPrincipal
Ant’s Eye View
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-- A.N. Whitehead
“The major advances in civilization are processes
that all but wreck the societies in which they
occur.”
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Producing effects on the actions, behaviors or opinions of others
Influence:
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Circumference
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Your firm
Circumference
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Your firm
Your clients
Circumference
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Circumference
Your firm
Your potential clients
Your clients
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Circumference
Your firm
Your potential clients
Your clients
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Is powered by creating a community of clients who recommend you to friends, family and colleagues
Radius of influence:
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1. Recommendations from friends
2. Other peoples’ opinions online
3. Company website
4. Editorial content (news articles)
5. Brand sponsorships
Source: Nielsen Online Global Consumer Study, April 2009
Most trusted advertising:
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The ROI PlaybookClient Experience Management For Law
Firms
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“The biggest cause of serious error in this business is a failure of
communication.”
-- Finn O’Sullivan of McNamara/Salvia, a structural engineering firm
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Communication: The next innovation
for law firms
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Communication: What Americans want
from law firms
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Area % Rating
Educate the public about how to handle common legal problems 81% 7.8
Do a better job of communicating with their clients 80% 7.8
Do a better job of policing and regulating themselves 78% 7.7
Do a better job of explaining their fees to their clients 69% 7.3
Do more public service and pro-bono work 63% 6.8
Lower their fees 57% 6.8
Be more selective about the cases they take 46% 5.9
Change the way they advertise 45% 5.8
Stop advertising 27% 4.3
Source: LJS survey, 2002. Survey participants were asked to rate each area on a 1-9 point scale where 9 meant “very important” and
1 meant “not so important.”
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Build a community of referrers
1. Focus on education, not advertising.
2. Communicate with your community regularly.
3. Put someone in charge as community
facilitator.
4. Find ways to have your community meet in
person.
5. Participating with your community is
marketing.
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Knowing who’s referring you and track it.
Phone calls.
Emails.
Newsletters.
Events.
Invitations on Facebook.
Build a community through:
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Client experience:How to define and improve it
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Know your moments of truth:
• The way a client first learns of your firm
• The first interaction with a firm representative
• The first interaction with an attorney
• The acceptance or declination call
• The response to various questions or pressing
issues
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Moments of truth mapFirst interaction
Evangelistic
Efficient
Average
Functional
Second interactio
n
Could be better
Disappointing
Third interaction
Fourth interaction
Fifth interaction
10
9
8
7
6
5
4
3
2
1
Good word of mouth
No word of mouth
Angering
Poor word of mouth
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Client experience:Create standards of service
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SafetyThe safety of guests is the
primary concern
CourtesyEvery guest treated as if
they were a top VIP
ShowDisney is about a seamless
performance
EfficiencyFocus on improving all
aspects of service
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Client experience:Survey clients to understand
their experience
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Ask 2 questions:
Question: How likely are you to recommend us to friends, family or colleagues?
Answer: (1-10 scale)
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Ask 2 questions:
Question: Can you tell us why?
Answer: (Fill in the blank)
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Purpose: It defines, and drives, everything
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Discovery (the new)
IBM, Sony, Intel, Virgin
Excellence(the beautiful)
Apple, BMW,The Economist
Altruism(the helpful)
Red Cross, Nordstrom, HP
Heroism(the effective)
Microsoft, Ford, ExxonMobil
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Six key points about purpose
1. It is based on well-established moral ideas.
2. It advances both competitiveness and morality.
3. It relates people to plans and relates leaders to
colleagues.
4. It cannot be chosen quickly or on an ad hoc basis; it
has to be discovered.
5. It is a paradox. It will boost profits, but only if it is
pursued for its own sake.
6. It is a matter of a firm’s life or death. Its presence can
transform a firm, and its loss can destroy an institution.
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“Failing to make sure that everyone knows what you stand for and why – that can
come right back and ambush you much sooner than you realize. We should have
developed a precise mission statement, or something along those lines.
It’s easy for me to do that now.”
-- John Peterman, on the rise and fall of J. Peterman Co, which grew to $19 million in sales in three years,
then went bankrupt.
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Values: Codify your culture
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Client experience: It’s a direct reflection of a
law firm’s culture
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1. Keep it simple.
2. Make it global.
3. Make it measureable.
4. Train and coach.
5. Solicit feedback and ideas from the
team.
6. Recognize and reward performance.
Build your firm’s culture
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Client experience: A form of insurance against
malpractice claims
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Area of law Cases % of total
Personal injury - plaintiff 8,730 21.56%
Real estate 8,119 20.05%
Family law 4,181 10.33%
Estate, trust, probate 3,919 9.68%
Collection, bankruptcy 2,945 7.27%
Criminal 2,055 5.08%
Corporate/business 2,001 4.94%
Commercial law 1,901 4.70%
Personal injury – defense 1,186 2.93%
International law 829 2.05%
Lawsuits against law firms, 2007
Source: American Bar Association
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The client experience pyramid
Purpose
Values
Training
Day-to-day client experience
Evaluate and communicate
Adapt, additional training