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 Business Director, Client Services Development Officer Un Univer ersity sity of Michig higan an Blank ank Rome me LLP Law w School hool Lewi wis s Roca Rot othger erbe ber Christie istie @CyndyMcC @LisaToweySimon @SarahKBrennan1
CUST STOMER OMER EX EXPER ERIENC IENCE: E: The customer’s perception of your organization at all touchpoints “ Give me confidence ” “ Make me look good ” “ Provide “ Make it “ Earn my facts and easy ” trust ” figures ” “ Be consistent ” “ Differentiate your services ” “ Know my “ Talk to me ” business ”
Matter Management Results Budgeting Diversity Responsiveness Interface UX UX CX CX Visual Design Value Availability Information Architecture CX VS UX Communication Usability Conflicts Marketing Security Billing
WHA HAT INF NFLUEN UENCES CES BUYING ING DEC ECISIONS? ISIONS? Person sonal al Exp xperi erience nce *Source: Medallia “The CX Tipping Point” 2018
WHY HY CX MA MATTERS TERS • Customers have vastly • 86% of customers will pay increased choices more for a great experience • 47% of consumers have avoided a company because • Positive engagements of a bad experience create loyal relationships Source: Forrester Report, 2017
Photo by Lana Abie on Unsplash
VISUALIZING CUSTOMER EXPERIENCE • Personas sonas • Journe rney Maps Photo by David Clode on Unsplash
VISUALIZING CUSTOMER EXPERIENCE: PERSONAS Rich descriptions of types of people that interact with your organization
VISUALIZING CUSTOMER EXPERIENCE: JOURNEY MAPS Illustrates the experience of a persona over time
IMPROVING MATTER MANAGEMENT
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.
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
CX GOLD LD IS BURIED RIED IN N LPM
MA MATTER TER MA MANA NAGEME GEMENT NT LEA EADS DS TO CX CX INT NTEL EL
• Client – Transactional training for in-house legal teams – Access to real time data and status – Metrics GCs can share with board • Firm – Automated workflows BENEFITS – Decreased costs – Improved trust re: billables – Increased access to client process and challenges
Session Downloads
GETTING BUY-IN FOR A FIRMWIDE CX PROGRAM
“Hey everybody, we’re here to talk to you about client service!” Eye roll Side eye Please, se, no
BUILD LD CONSE NSENSUS NSUS THR HROUGH UGH THE HE PROCESS CESS Communicate, solicit ideas, Firmwide build in LPM training Experience Amplified Journey mapping Client POV Basic service standards
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 office building in Dallas. Goals Name: Jason Smith Barney What does he need or want to achieve? Age: 40 1. Get the deal closed quickly so he can move onto the next one and Employer: AIG Global Real Estate increase his bonus Occupation: Managing Director, Equity Investments 2. Look good to his superiors and business partners Location: New York, NY 3. Solidify his reputation for having a good handle on his projects (e.g., running them smoothly, being organized, always in control) Backstory 4. Start his own investment company in a few years 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 Frustrations (12). Jason is a true “ man ’s man. ” He thrives off of the What are the challenges to achieving these goals? energy and liveliness off the City, frequenting the trendiest 1. AIG ’ s constant employee turnover which leads to inefficiencies restaurants and hottest social scenes. 2. Lack of speed and responsiveness from his team 3. When lawyers kill what he deems to be “ a great deal ” Communication Preferences Tech savvy guy who is impossible to get face-to-face: 4. When people identify problems without offering a solution Phone calls 5. Unexpected high legal fees Text messages ’
• Screenshot of litigation persona PERSONA
“New time keepers are added to JOURNEY MAP matters without thout an e n expl planati anation on of who they are and why they’re involved.”
EX EXPERI ERIENCE ENCE PRINCIPLES INCIPLES
EX EXPERI ERIENCE ENCE AMP MPLIFIED LIFIED
EX EXPERI ERIENCE ENCE AMP MPLIFIED LIFIED SEA EAL
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
Session Downloads
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
10-MINUTE GROUP EXERCISE
Person sona • GC looking for employment lawyer Exer ercise ise – Identify 2 or 3 tasks. For each task: JOURNEY 1. What questions are they asking? MAPPING 2. What departments are impacted? 3. How can you positively impact their EXERCISE experience? 10 minut utes es
GROUP EXERCISE REVIEW
THA HANK NK YOU! Sarah h Brenna nnan Cyndy dy McColloug ough Lisa sa Simon Senior Digital Strategist Chief Marketing and Business Director, Client Services Development Officer Un Univer ersity sity of Michig higan an Blank ank Rome me LLP Law w School hool Lewi wis s Roca Rot othger erbe ber Christie istie @CyndyMcC @LisaToweySimon @SarahKBrennan1
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