Carl White, Director and Chief Experience Officer – CXINLAW
Client experience and why it matters Client experience is any moment where an impression of the firm and its service is perceived by clients. In a consumer-focused market, client experience (CX) now separates the best providers from the rest and is arguably the only differentiator that law firms can leverage. No client is saying “there are not enough lawyers to choose from” and most would tell you that excellent legal advice is expected. What matters today is making the goal of turning clients into promoters of your firm something that every member of your organisation understands, enthuses about and is empowered to deliver.
The CX business case and results Quite simply, firms that invest in uplifting the clients’ experience separate themselves from the rest in a crowded marketplace. Here are some of the results tracked by firms with whom we work:
20% ↑
50% ↑
25% ↑
57% ↑
client instructions
referral rates
fees billed
growth in lawyer no’s
35% ↑
57% ↑
56p ↑
33% ↑
retained clients
client growth
Net Promoter Score
increase in profits
Focusing on the clients’ experience is one of the most overlooked yet cost-effective and high-impact ways to grow your firm, embed a service culture and outperform in the marketplace.
The challenge for most law firms Most law firms recognise the importance of being client-focused in today’s servicedriven legal environment, and they certainly do not set out to make their own clients go “ouch!”. However, creating an enviable reputation for ‘Client Experience Excellence’ takes more than good intentions. The issue is that many law firms lack the required insight and knowhow to meet the new levels of service that clients now demand.
