Business person using a touch screen interface.

 

We often write about the growth of law practice automation and new forms of legal technology. It's certainly true that in the legal realm, robots are ascendant.

But this trend is coupled with another one, which has its roots in a very old-fashioned concept: customer service.

The growth of legal technology is closely tied with the rise of increased care for clients. And that makes sense—if potential clients can find all their answers online and in apps, then what can value can an attorney offer? The answer is a real and meaningful human connection that cyber-services and search engines just can't provide.

As legal project manager Ira Rushing put it, “Excellent client service is not just a nice idea anymore—it is a necessity.” He notes that “work product and/or poor results are not cited as the predominant reasons clients search for new counsel. More clients leave a firm because of service issues.”

There's an additional connection between legal tech and customer service: New tools make caring for your clients easier than ever. Here are three areas where you can lavish your clients with VIP treatment:

1. Meet Clients on Their Turf

Meeting with an attorney is a stressful experience. Navigating the drive, finding parking, squeezing it all into your lunch break. An attorney who can make the process easier can win their clients' loyalty.

Some attorneys allow their clients to opt-in to white-glove treatment in exchange for a higher retainer fee. One of the greatest perks on offer is meeting clients at their own home or office. You can bring flowers, wine, or even a babysitter.

And you can also bring your office. Having cloud-based case files means you can practice from anywhere. With only a laptop, smartphone or tablet, you can access any records, generate documents, assign tasks, or carry out other needed tasks.

Even in practice areas where this white-glove opt-in doesn't make sense, you can still go out of your way to connect with clients. Send a car service like Uber for your clients. This is particularly helpful for a first consultation, or when you're representing an accident victim whose car is damaged. (The Uber app also gives you updates on exactly when your clients are arriving, so you're ready to greet them.)

2. Care About First Impressions

Even if you're not driving all the way out to their home, you can find other ways to make your meetings more pleasant. You might think your client will judge you solely on the outcome of the case, but many clients will most deeply associate you with the way they're treated by you and by your staff.

How are your clients greeted? The key figure here is the receptionist. Often overworked and poorly-paid, the receptionist commonly gives a poor first impression to guests. Some firms distinguish themselves from their competitors by investing in great reception. This includes a receptionist who functions more as a concierge.

A legal concierge offers beverages or snacks and engages the client in conversation. Afterward, make a note in the client's file regarding their beverage preferences, and have it available when that client returns.

Instead of being distracted by incoming phone calls, they can redirect calls at these moments to quality virtual receptionists. Sometimes clients will open up to receptionists in a way that they either can't or won't with their attorney. This can provide valuable information for your case notes.

Also, put thought into your waiting room. Would you like to spend some time sitting there? Say goodbye to those straight-backed chairs, and hello to a pleasant couch. Instead of a shelf of impressive-looking law volumes, have something readable on hand—a good newspaper or magazines that will appeal to your clientele. Perhaps also add a charging station for their phones.

3. Strengthen Communication

A massive amount of formal complaints against attorneys stem from a failure to communicate. Attorneys who succeed at client communication not only dodge reprimands, they distinguish themselves as valuable partners and win client loyalty.

What's the most luxurious gift an attorney could offer a client? The commitment to return all calls and texts within a certain number of hours. Some attorneys offer it as part of their white-glove VIP package. Others use technology to provide it to all their clients.

This doesn't mean giving out your personal number or dropping everything to answer each text. That sort of behavior leads to perpetual distractions, interruptions, and lower quality work.

One option is to use text-to-case-file technology. Texting is itself a perk you can offer clients. They also appreciate client portals, where they can witness first-hand their case status and the work you're putting into it.

Another way case management software can help improve client experience is through advanced reporting. Customize your system to automatically run a monthly or weekly report, detailing which clients haven't been contacted recently. Automatically assign the task of contacting anyone on that list, to make them feel cared for and help their matters move forward smoothly.

Law firm automation should never make your clients feel like widgets in an assembly line. It should be just the opposite. Automation behind-the-scenes can free you up to be more present, personable, and helpful as you engage with your client.

When humans harnessed the technology of fire, they created warm spaces and delicious meals to share. Modern legal technology brings similar results. Used with care, it can bring us together.

 

Ryan M. Anderson is the Founder and CEO of Filevine, which is the top-rated case management system for attorneys according to the independent review site Capterra. From its launch in 2015, Filevine has focused on first-to-market innovation and award-winning design.