Building a Client-Focused Culture for Improved Experiences
Discover how a law firm transformed its approach by putting clients at the heart of their business, implementing client feedback mechanisms, and leveraging client insights to enhance services and drive growth. Through a systematic client insight framework, the firm embraced a collaborative approach to cater to client needs effectively.
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Presentation Transcript
Putting Clients at the Heart of our Business How we built a client-focused culture and significantly improved their experiences with us
Our Offering Our Offering These are the services we offer and the core of our activity. We provide legal and financial services for individuals and businesses. Personal Legal Services Business Legal Services Together we ll navigate life s ups and downs. Wealth & Asset Management Corporate Video Corporate Video
Where we started Why would a law firm need an insight team? Annual client satisfaction deep dives Following up happy clients for their feedback & reviews Declining Trustpilot review scores No deeper understanding of our audiences or their needs or data/ CRM
Building Foundations: Client Insight Framework External Forces across Markets, Consumer, Business, Clients, prospects, Competitors Market Research & Intelligence Brand Health Audience Insights & Segmentation Strategic Insight & Analysis Direct feedback from clients collected systematically from all sources, themes reported and acted on Customer Journey NPS firmwide Client Feedback & Driving Improvements Reviews (TP / Google / Social) Complaints Deep Dives External / Directories Mystery Shopping Ongoing activity to listen, engage, test & improve products and services, open opportunities Client Listening & Unlocking Opportunities Trusted Client Network Research focus Executive / Direct Client Engagement Ideas, Testing and Development Journey Development Exploring issues Integrated Client Data, best practice research, analysis and reporting Client Data & Research Capability Data Integrity: Now & Future Performance Dashboards Client Growth Insights Tools & Software Reporting & Storytelling Sentiment & Visualisation
Our Approach We pressed reset on past methods, triggering a significant evolution to a systematic, centrally managed process with a focus robustness and making an impact. We widened insight sources to truly understand our audiences and learn from their needs and experiences We established a key client metric for the firm with Net Promoter Score (NPS), Client Effort & Client Needs, further supported by audience segmentation, journey analysis and deep dives Highly collaborative approach with senior stakeholders brought in to the design early and leading our Client Culture We celebrate colleagues, with recognition for positive client feedback
Spotlight 1: Client Needs REASSURANCE Advice from trusted relationships and networks are important Recommendations and referrals are critical when choosing who to work with MARKET NEEDS KNOWLEDGE Awareness and understanding of the scale of my needs Be the expert and make the complex easy MORE TIME TO ENJOY TODAY Find me and then show me all the ways that you can help me Remove unnecessary stress and enable me to focus on what matters
Spotlight 1: Client Needs HAVE CONSISTENT FEEL VALUED & UNDERSTOOD RECEIVE TAILORED EXPERIENCE SUPPORT & EXPERTISE CLIENT NEEDS CONSISTENT COMMUNICATION Regular personalised communication and information that can be easily understood INFORMED REASSURANCE Knowledge of what to expect and an understanding of how your holistic services can help me ALIGNED EXPERTISE Anticipate my needs and proactively ensure expert help is given at the right time ENABLING EASE Value my time, help make life easier and understand my situation
Spotlight 2: Understanding our Audiences We ve developed a deep understanding of our audiences, leveraging insight to develop robust segments and detail rich personas. AUDIENCES SEGMENTS PERSONAS
Spotlight 3: Client Journey phases ATTRACT BEGIN OUTCOME ENQUIRE PROGRESS CONNECT
Spotlight 3: How we gather Client Journey feedback Find the key touchpoints clients have with us and fit client feedback into the process Map the as-is Client journey and design the future journey with key ideas and improvements built in Continually update, review and improve the through insight reports and journey dashboards Implement Improvements/ opportunities Collect Client Feedback Generate Client Insight Themes Designing Client Journey Measure and Review Communicate the journey design and begin to introduce new concepts and ideas into the way we do things Use client and colleague alongside market research to create client insight themes to focus on
Spotlight 3: Client Journey Design: typical outputs 2. Group Client Journey Framework Single view of our end to end group client journeys 3. Client Journey As-Is Map Current client journey by touchpoint, highlighting moments that matter, pain points and key measures 1. A high level view of our end to end journey E2E Blueprint 6. E2E Process on a page A high level view of all of the processes that sit beneath each client journey 4. Client Journey Vision From a client perspective to bring to life the future experience 5. Concept Service Blueprint Prototype and develop happy path client & colleague interactions, relationships and processes
Broadening our NPS feedback footprint We are now reporting on client feedback volumes of 2,353 p.a. (vs c. 700 p.a. previously), giving us a better representative mix of clients and enabling actionable, prioritised and relevant insights to teams. New Less digital client NPS launched Revised CPI NPS launched Revised IMAM NPS launched New C&I NPS wave launched New PLHR NPS launched New New Family NPS launched New BOWIA NPS wave launched New Priority Client NPS launched New Private Client NPS launched CoP NPS launched 2022 pending
How weve developed our approach to Client feedback survey management Client feedback: Email surveys Conducted entirely in house. At completion of matter for transactional services or throughout the journey for relationship services Client Feedback via different channels A mix of internally and externally conducted, face to face for priority businesses or by telephone for clients without email addresses, less digitally enabled clients or those needing more support Depth interviews: via Client Voice Conducted via Client Voice. Deeper understanding and Closeness with certain segments of clients ahead of proposition development or to understand specific issues Point in time measures Mostly conducted externally. Client feedback and NPS waves, focussed on obtaining greater knowledge of buying behaviours during specific journeys
Our digital community, Client Voice, allows us to get even closer to our clients, through deep dives and customer closeness activities As part of Client Voice, we have launched an ongoing client listening initiative, to give all of our colleagues the opportunity to meaningfully connect with our clients An online, community space designed to gather feedback from our clients and their representatives to actively involve them in our decision making Managed in partnership with our research partner, Verve, we are digging deeper under the skin of what our clients need By providing engaging activities to take part in, we are providing our clients with an innovative way to have their say
Insight Impact: Improving how we keeping clients updated Supervision Tool Our deep dive investigations into client feedback confirms that there is a strong correlation between frequency of client contact and case progression. Our monthly NPS client feedback suggests lack of updates accounts for more than half of all detractor scores (<6/10) and this theme continues in the service related complaints we see. SLA Policy Client contact is easily tracked. We have therefore used the insight to put in place service level agreements for our clients, training and systems to monitor how well we are doing; clients left unattended are flagged for action. Fees data
Our clients value our support, expertise and empathy; leading to significant improvements in our outstanding feedback scores Our clients tell us they are delighted with our service; valuing our professional support and knowledge, clear communication and the level of care they receive. +62 3.7 4.7
Our Impact Improved NPS in 5 of the last 6 months 4% increase in Promoters (YoY to end April 2022) Business client NPS improved by +19 points, Affluent clients by +5 points (2022 vs 2019: source B2B International) Improvement in reviews left by our clients on Trustpilot, with an average of 4.9 / 5 Stars from 950 reviews this year Google Reviews also improved from 3.5 to 3.7 / 5 (232 reviews) with 5 offices over our target of 4 Stars
Impact: Putting Clients at the Heart of our Business Audience segmentation and needs Client KPIs, Objectives, Board Reporting Client Voice/ Listening High Engagement and Support CLIENT FIRST CULTURE Better research frameworks and systems Wide range of sources, client data and CRM Tailored journey experiences Thematic analysis with prioritised improvements (for example frequency of communication) INSIGHT DRIVING CHANGE Significant improvements in NPS across audiences and journeys Turned around Trustpilot 4.9 this year and Google Reviews pushing toward target of 4* External recognition POSITIVE CLIENT IMPACTS Monday, 17 March 2025
Following a refocus of Irwin Mitchells ambitious growth strategy on client centricity, the development of our client insight team is critical to our success. I am proud of the accelerated performance we have achieved across the last twelve months and in particular the innovative thought that the team is bringing to the firm around how we listen and respond to client need. The team has built fantastic relationships with stakeholders both internally and externally and is feeding constantly into our proposition and marketing teams to provide insight that creates real client value. I have been most impressed by the establishment of our Client Voice insight network which is helping us to create brilliant client journeys. The team have inspired the Board to think differently about our clients and markets and ensured throughout the year that the strategy is built upon client understanding. They are data driven, evidence based and strategic in their thinking. They have pushed the firm to think differently and created a first class experience for our clients. Victoria Brackett, Group Chief Commercial Officer
Im hugely impressed by the efforts of Client Experience & Insight and their collaboration with the Legal teams over the last year. We now have in place a very robust framework to help us connect with our clients, to understand their needs and how we can best help support them during what can be quite complicated and difficult times. Clients now have a direct say in our priorities for improvement and their experiences are used to help us learn and improve. The Client Voice Insight Network is an innovation in the legal sector, giving us a way to get a deeper understanding of our clients in their own worlds. While this is just the start, we have hit the ground running and are already improving, as evidenced by growth in our NPS and commercial performance. Craig Marshall, Group Chief Operating Officer
