In this blog, we discuss four ways to elevate the client journey for contingency fee law firms, featuring insights from Mary Ellen Murrah, operations consultant from Vista Consulting, who authored this article.

Creating a Client Experience for Competitive Advantage

In today’s competitive legal landscape, the key to building a successful law practice goes beyond simply providing excellent legal representation. It’s about creating an exceptional client experience from start to finish. The client journey in a plaintiff law firm, a comprehensive route that spans from initial intake to case resolution, is a vital consideration. How your firm helps clients navigate that journey will greatly impact client satisfaction and potential future referrals.

In this blog, we’ll delve into the importance of setting expectations, maintaining regular communication, identifying and addressing potential pain points along the journey, and the role technology plays in enhancing this process. A well-managed client journey can boost client satisfaction and serve as a powerful marketing tool for your firm.

There are four ways to elevate the client journey:

1. Set Clear Expectations

The comprehensive experience that is the client journey starts with the first interaction – the intake. This crucial touchpoint sets the tone for the entire relationship. Here, it’s vital to set clear expectations about communication, case handling, and potential outcomes. Doing this instills confidence in your clients and mitigates the risk of misunderstandings down the line.

2. Communicate Regularly

Once onboarded, regular communication becomes the very backbone of the client journey. Clients need to feel heard, informed, and involved. Regular updates, even without significant progress, reassure clients that their case is a priority for your firm. Additionally, strategic touchpoints during critical case phases enhance the client’s sense of being in the loop.

3. Show Empathy: Anticipate and Address Pain Points

Managing the client journey isn’t just about communication; it’s about anticipation. This involves identifying potential pain points in the client journey and proactively addressing them. Whether it’s confusion over legal terms, anxiety while waiting for updates, or the case being transferred to another team member, addressing these issues head-on can significantly improve the client’s experience.

4. Leverage Technology

Technology plays a pivotal role in streamlining the client journey. Case management software can automate many aspects of client communication, making the process more efficient without losing the personal touch. The best law firms leverage technology to automate some of these touchpoints. That may include texting or emailing updates as the case phase changes, branded videos to explain complex concepts, and more. Self-service options like online appointment scheduling or client portal document access further elevate the client experience.

The Ripple Effect of a Well-Managed Client Journey

The significance of managing the client journey extends beyond the immediate client-lawyer relationship. A well-managed client journey leads to satisfied clients who become ambassadors for your firm. They’re more likely to leave positive reviews, recommend your services to others, and come back for future legal needs.

The Journey Matters

Managing the client journey is a strategic necessity for any law firm aiming for success in today’s competitive market. By setting clear expectations, maintaining regular communication, anticipating and addressing pain points, and leveraging technology, you can turn the client journey into a powerful tool for client satisfaction and law firm growth.

Learn More About How to Elevate the Client Journey

Now that you understand the four ways to elevate the client journey, read these blogs about how to build an effective and efficient case intake department.

• First Impressions: Creating the Right Customer Experience from Intake

• Cultivating an Exceptional Intake Culture: A Winning Strategy for Law Firms

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* The information provided on (or accessed through) this blog is provided for general informational purposes only and is not intended as, and should not be relied on for, law firm operations, tax, legal or accounting advice. Some of the information may not be applicable to or appropriate for all law firms. Please consult your own tax, legal and accounting advisors as appropriate. Results may vary by law firm.