CUS USTOMER OMER EX EXPERIENCE ERIENCE #ILTACON18 #G128 #CX - - PowerPoint PPT Presentation

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CUS USTOMER OMER EX EXPERIENCE ERIENCE #ILTACON18 #G128 #CX - - PowerPoint PPT Presentation

Jan 19, 2024 235 likes •594 views

DE DESI SIGNING NING FOR OR THE HE CUS USTOMER OMER EX EXPERIENCE ERIENCE #ILTACON18 #G128 #CX SPEA EAKE KERS RS Sarah h Brenna nnan Cyndy dy McColloug ough Lisa sa Simon Senior Digital Strategist Chief Marketing and

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DE DESI SIGNING NING FOR OR THE HE CUS USTOMER OMER EX EXPERIENCE ERIENCE

#ILTACON18 #G128 #CX

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SPEA EAKE KERS RS

Cyndy dy McColloug

  • ugh

Senior Digital Strategist Un Univer ersity sity of Michig higan an Law w School hool @CyndyMcC

Lisa sa Simon

Chief Marketing and Business Development Officer Lewi wis s Roca Rot

  • thger

erbe ber Christie istie @LisaToweySimon

Sarah h Brenna nnan

Director, Client Services Blank ank Rome me LLP @SarahKBrennan1

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CUST STOMER OMER EX EXPER ERIENC IENCE: E:

The customer’s perception of your organization at all touchpoints

“Provide facts and figures” “Differentiate your services” “Give me confidence” “Know my business” “Talk to me” “Be consistent” “Earn my trust” “Make me look good” “Make it easy”

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CX VS UX

CX CX

UX UX

Usability Information Architecture Visual Design Interface

Conflicts Billing Matter Management Diversity Marketing Availability Security Budgeting Responsiveness Communication Results Value

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WHA HAT INF NFLUEN UENCES CES BUYING ING DEC ECISIONS? ISIONS?

*Source: Medallia “The CX Tipping Point” 2018

Person sonal al Exp xperi erience nce

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WHY HY CX MA MATTERS TERS

  • Customers have vastly

increased choices

  • 47% of consumers have

avoided a company because

  • f a bad experience

Source: Forrester Report, 2017

  • 86% of customers will pay

more for a great experience

  • Positive engagements

create loyal relationships

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Photo by Lana Abie on Unsplash

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VISUALIZING CUSTOMER EXPERIENCE

  • Personas

sonas

  • Journe

rney Maps

Photo by David Clode on Unsplash

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VISUALIZING CUSTOMER EXPERIENCE: PERSONAS

Rich descriptions of types

  • f people that interact with

your organization

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Illustrates the experience

  • f a persona over time

VISUALIZING CUSTOMER EXPERIENCE: JOURNEY MAPS

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IMPROVING MATTER MANAGEMENT

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FOCUSING USING ON Y N YOU (O (OUR AUDIE DIENCE NCE)

Poll: Raise your hand if you…..

– work for a firm/organization that is actively exploring or currently implementing a client experience program. – have a personal interest in CX and/or are simply trying to learn more.

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THE HE GREA EAT T DEB EBATE: TE: WHE HERE RE TO BEG EGIN? IN?

  • Start with what you have.
  • CX is a natural extension of legal project management &

client feedback programs

– identifying internal LPM literate attorneys & staff – learn more about your firm’s client feedback process

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CX GOLD LD IS BURIED RIED IN N LPM

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MA MATTER TER MA MANA NAGEME GEMENT NT LEA EADS DS TO CX CX INT NTEL EL

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BENEFITS

  • Client

– Transactional training for in-house legal teams – Access to real time data and status – Metrics GCs can share with board

  • Firm

– Automated workflows – Decreased costs – Improved trust re: billables – Increased access to client process and challenges

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Session Downloads

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GETTING BUY-IN FOR A FIRMWIDE CX PROGRAM

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“Hey everybody, we’re here to talk to you about client service!”

Eye roll Side eye Please, se, no

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BUILD LD CONSE NSENSUS NSUS THR HROUGH UGH THE HE PROCESS CESS

Basic service standards Client POV Journey mapping Experience Amplified Firmwide training Communicate, solicit ideas, build in LPM

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Persona: T ransaction Client

Trigger Scenario:

What situation is spurring him to start a journey?

Jason is looking to invest in the purchase of real property, an existing

  • ffice building in Dallas.

Name: Jason Smith Barney Age: 40 Employer: AIG Global Real Estate Occupation: Managing Director, Equity Investments Location: New York, NY Goals

What does he need or want to achieve?
  • 1. Get the deal closed quickly so he can move onto the next one and

increase his bonus

  • 2. Look good to his superiors and business partners
  • 3. Solidify his reputation for having a good handle on his projects (e.g.,

running them smoothly, being organized, always in control)

  • 4. Start his own investment company in a few years

Frustrations

What are the challenges to achieving these goals?
  • 1. AIG’s constant employee turnover which leads to inefficiencies
  • 2. Lack of speed and responsiveness from his team
  • 3. When lawyers kill what he deems to be “ a great deal”
  • 4. When people identify problems without offering a solution
  • 5. Unexpected high legal fees

’ Backstory Originally from London, Jason has spent the last 18 years building his life in New York City. Divorced from his wife, he shares custody of his two sons, Brendan (15) and Archie (12). Jason is a true “ man’s man.” He thrives off of the energy and liveliness off the City, frequenting the trendiest restaurants and hottest social scenes. Communication Preferences

Tech savvy guy who is impossible to get face-to-face: Phone calls Text messages

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PERSONA

  • Screenshot of litigation persona
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JOURNEY MAP

“New time keepers are added to matters without thout an e n expl planati anation

  • n
  • f who they are

and why they’re involved.”

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EX EXPERI ERIENCE ENCE PRINCIPLES INCIPLES

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EX EXPERI ERIENCE ENCE AMP MPLIFIED LIFIED

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EX EXPERI ERIENCE ENCE AMP MPLIFIED LIFIED SEA EAL

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KE KEYS S FOR A SU SUCCESSFUL CCESSFUL PROGRAM OGRAM

  • Start with what you know – lead with your strengths
  • Getting buy-in is a marathon, not a sprint
  • Use language and visual cues to create consistency
  • Build on momentum, don’t let it wane
  • Use training as an opportunity for discovery – ideas become

theirs

  • Snacks
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Session Downloads

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GETT TTING ING START ARTED ED

  • Get/be a champion
  • Clarify objectives, identify your team and notify stakeholders
  • Hold the kind of workshops that make sense for your environment

– Brainstorming meetings – Consultants – Tools (Smaply, Mr.Thinkr templates)

  • Get inspired

– Designing for the Digital Age (book by Kim Goodwin) – Medium posts tagged “Customer Experience” – Pinterest boards of journey maps

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10-MINUTE GROUP EXERCISE

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JOURNEY MAPPING EXERCISE

Person sona

  • GC looking for employment lawyer

Exer ercise ise

– Identify 2 or 3 tasks. For each task:

  • 1. What questions are they asking?
  • 2. What departments are impacted?
  • 3. How can you positively impact their

experience?

10 minut utes es

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GROUP EXERCISE REVIEW

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THA HANK NK YOU!

Cyndy dy McColloug

  • ugh

Senior Digital Strategist Un Univer ersity sity of Michig higan an Law w School hool @CyndyMcC

Lisa sa Simon

Chief Marketing and Business Development Officer Lewi wis s Roca Rot

  • thger

erbe ber Christie istie @LisaToweySimon

Sarah h Brenna nnan

Director, Client Services Blank ank Rome me LLP @SarahKBrennan1