Are you missing moments that matter in your client’s journey?

Lawyers and law firms are great at looking at their expertise and experience, spending their time winning clients and achieving the best outcomes for their clients. But how often do you step back and consider the client's experience throughout their journey with your firm and the impact it has on your business?

Understanding the "moments that matter" in a client's experience can be the difference between satisfied clients who become long-term advocates for your firm vs clients who feel disconnected and undervalued. Take a look at the below and think about how your firm addresses and shapes the experience.

▶ Client need arises: when a potential client realises they need assistance. Where, how and what do they find?
▶ Research: they begin to explore their options and gather information. What is there to assist them with their process?
▶ Initial contact: the first interaction often through the website or a phone call. Who do they get and how easy is it?
▶ Consultation: first meeting/due diligence assessing their needs and capabilities. Is it about them or about you?
▶ Pricing discussion: presentation of fee structure and costs discussion.
▶ Engagement decision: they choose to retain you and your firm.
▶ Onboarding: formally beginning the client relationship. How easy is it? Are they bamboozled with retainer agreements and letters.
▶ Matter progression: communication and progress throughout the duration of their matter. Are they chasing or are you proactive?
▶ Matter resolution: conclusion of their matter. Final bill! Is it a surprise?
▶ Follow up: client feedback and next steps.
▶ Ongoing relationship: nurturing and connection of client.

These moments represent an opportunity to either strengthen or weaken your relationship with the client. For example, during the "research solutions" phase, are you providing valuable, accessible content that demonstrates your expertise? In the "pricing discussion", are you transparent about costs and flexible in your fee arrangements? During "onboarding" is there a streamlined process that makes the client feel valued and informed or do they receive a 15 page legal document that they struggle to comprehend?