The legal service consumer views online communication as a vital tool in creating a more efficient, cheaper service.
According to a recent survey, carried out by mmadigital, 83% of respondents would opt to communicate online as opposed to face to face. Anxious of the perceived increased costs involved with meeting in person, the majority would rather utilise online means to keep costs down.
As law firms look to modernise their communication methods, the use of chatbots is a tool that more consumers would like law firms to embrace.
Almost half (47%) would prefer to use online chat sources or video conference technology if it reduced costs and increased the speed of the service. 39% also believe that more law firms should adopt the use of AI technology to help ease the burden of manual, repetitive tasks which could free up the legal service provider to work on more complex areas of law.
Whilst many are ready to embrace technology, 55% still value the personal, human understanding that only communicating in person can offer. Worried that robots and AI technologies, devoid of compassion, may dilute the importance of the service, 29% would appreciate communicating via the phone.
Dez Derry, CEO at mmadigital, commented:
“It’s clear from our research that consumers feel far more comfortable sitting behind a keyboard or a handset to make at least their first contact with a law firm.
“It’s understandable that consumers who are approaching a law firm for the first time are a little daunted or worried about costs; therefore, opt for forms of communication that they feel more comfortable with.
“What this means for law firms is that they need to ensure they review their digital presence so that they make themselves as accessible to consumers from their initial contact and beyond.
“Our experience in generating new customer leads for law firms in the medical negligence or personal injury claims market has shown that consumers who think they have a claim feel at ease accessing legal services through an online portal in the first instance. This more accessible means of reaching legal assistance is encouraging more people to enquire about legal services than ever before.”
Dave Newick, Managing Director, Arken.legal UK, commented:
“We are at the outset of significant disruption driven by technology in the sector as those businesses who find efficiencies look to either invest in growth related activities by banking cost savings, or pass on savings to customers and win market share through lower prices.
“Online Wills are starting to have an impact and will continue to do so as the cost of acquisition for a customer is low and the service is in line with the demands of the millennial generation.
“Technology enables services to be delivered quicker, efficiently and cost effectively. To retain a competitive edge in the marketplace a business needs to look at technology to improve services and reduce overheads.
“The Will writing and estate planning industry deals with the broadest range of clients in terms of age, wealth, family circumstances, and priorities.
“Consumer buying habits and expectations have changed enormously over the past few years. Clients have differing needs and expectations around the service they require and the delivery of that service.
“Technology enables a business to provide its services whatever the client’s needs and requirements, however the client wants delivery of the service and at a price the client is prepared to pay.
“The other reason is that it makes your life easier. You get more time back to spend on things that you want to do and you can work from where you want to work. You can focus on tasks that matter when you are working. The consistency of customer outcomes you are able to provide and therefore the knock-on effect to your business brand is greater and your risk is lowered.”
Clive Ponder TEP, Founding Director of Countrywide Tax and Trust Corporation Ltd, Countrywide Legacy and Willmaker Direct , said:
“The introduction of new technology and an electronic way of working into the sector has encouraged businesses to grow and provide a better service to clients, whilst saving precious time and money.
“Businesses are realising that implementing the latest technology into their practice is a better, faster, easier, more efficient and less costly way of working to produce legal documents for their clients. If there are any businesses out there that have not made the change, you need to make the shift now or risk losing business.
“Owing to massive improvements with security, functionality and scalability, many legal companies in this digital age are rapidly converting to working electronically. Going paperless will not only improve client satisfaction but it will also streamline operations, cut costs and save precious time. Many businesses are utilising this time saved to expand by providing additional products and services, which further increases profits and client retention.”
What is your law firm doing to embrace technology? How has technology improved the experience and customer journey for your clients?
