It’s good to talk…but not JUST talk!
In the second of his two-part blog, Ste Pritchard offers guidance on developing a multimedia communication client experience
I previously discussed how prospective and existing clients:
- Now look to choose, and work with, their preferred law firms through an array of communication tools and social media channels
- Expect responses with information within minutes and hours, not days
- Can promote your law firm brand in an instant, if they receive a great experience, with a likely benefit of increased referrals and business; but can equally quickly tarnish your brand, if they’re not happy with the experience they get, potentially damaging profits.
Delivering the right experience – where do you start?
A formal communication policy shared with your staff and partners is a critical first step if you want to deliver excellent customer service and client satisfaction.
Select a small communication policy team, maybe three people plus a chairperson. They will be responsible for customer satisfaction, for pulling everything together, gaining board approval and evangelising the agreed communication policy throughout the firm so there is a consistent message. The communication policy team can be rotated over time.
To achieve success, you need a plan and goal to achieve.
Then ask them about response times to enquiries – what’s the benchmark? And I mean responding with actual information, not an automated response or an ‘I’ll get someone to call you’ reply.
Ask each member of the comms team what their target response time would be for phone calls, emails, indeed every media channel available, for all the various departments, and get them to write the answers down without conferring.
After this exercise look at the answers: everyone’s will range from 10 minutes to the next day depending on media type and age.
“Why are we delivering different expectations of response based upon how clients contact us?”
This will enable you to set initial goals and a formal communication policy to share with staff and strive toward a continually improving response time.
Accurate measurements of response times across all media channels offered is key to this whole operation.
Once you have the above in place, you’re then ready to start reviewing your existing telecom system to ensure it can serve as your hub: pulling together all the multimedia channels you offer and giving your communications team, and your management board, response time statistics and KPIs. Is every department meeting its response time targets? Are you on track to give clients the multimedia communication experience they demand?