In a stunningly insightful article aimed at law firms and other professional practices in the UK, Jonathan Winchester paints a picture that we would all do well to learn from.
He says, “Firms really need to understand that those raising the customer experience bar sit outside their sector and that is the place to look for inspiration. When British Airways introduced the ‘lie flat’ bed, they looked at the luxury boat industry to find a solution. If they had asked their own engineers it would never have happened. The same applies in law, until the leaders start to look outside their arena they will never make the change required.”
He makes the point that, “… most firms think they are really good at customer experience when in reality they are getting left behind. When 500 European leaders were asked if they delivered good or better customer service 80% of them raised their hand. When their customers were asked only 8% put their hand up. We all think we are good…but we don’t know if we don’t measure.”
According to Jonathan, “The biggest issue facing law firms today is they are either too scared to, don’t know how to, or even worse, don’t think they need to, listen to all of their clients all of the time.”
He shares some startling facts which his company Insight6 found when they recently measured the enquiry process for 70 law firms:
- Only 7% of new phone enquiries are followed up
- Only 25% of clients felt that a meeting with a solicitor was held in a suitably private place on walk-in enquiries.
- Only 39% of website enquiries led to a conversation between the client and a fee earner.
Please do read and reflect on this comprehensive assessment by clicking on Are legal firms taking customer experience seriously? And if you are based in the UK check out insight6 formerly known as Shopper Anonymous UK. They are the people to help you on your customer experience journey.
By the way, there is one thing in Jonathan’s article and at the insight6 website that I’m uncomfortable with. It’s the use of consultant language ‘CX’ as an abbreviation for Customer Experience. Our American friends in the customer experience field are really into this. I prefer using customer language to using consultant jargon. Jonathan and I have agreed to disagree on this!
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