The term CX is seemingly ubiquitous. It appears in almost every journal and business outlet. The CX imperative may seem a bit lofty and unreal. And you likely ask: “What exactly is CX? Why is it important if our focus is already on stellar client service- something we already provide?”
What is Client Experience?
CX (Client Experience) is about the whole journey of a law firm’s client. It addresses everything your client encounters while interacting with you, before, during and after the engagement. CX is not about how you service your clients or prospects. CX is about how people perceive their interactions with you and your firm.
Why CX matters
Worldwide shifts in technology, access to information and the rise of social awareness have empowered people in consumer markets. Those expectations have in turn been directed to professional services, including lawyers and law firms. Traditional law firm differentiators, such as professionalism, technical expertise, responsiveness, or access to legal technology are now merely table stakes.
Today, clients value experiences that confirm their expectations of quality, expertise, experience, caring and loyalty. They want frictionless and memorable experiences with their legal advisors. They expect it to be on par with the experiences they already have in other industries. The consequences of inaction are clear-cut. If lawyers don’t evolve to meet present-day client expectations, clients will go elsewhere.
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