The role of Personalised client experiences in legal and professional services

The role of Personalised client experiences in legal and professional services

Transcript

1. The role of Personalised client experiences in legal and professional services
2. 74% OF CONSUMERS VISIT A LAW FIRM’S WEBSITE TO TAKE ACTION SOURCE - GOOGLE LEGAL SERVICES STUDY
3. 97% OF ALL LAW FIRMS WEBSITES LACK ANY KIND OF PERSONALISED CONTENT SOURCE: LEGAL PRODUCTIVITY
4. DELIVERING A RELEVANT EXPERIENCE TAILORED AROUND YOUR VISITORS, BY LEVERAGING DATA TO UNDERSTAND AND PREDICT WHAT THE NEXT STEP ACTION SHOULD LOOK LIKE THE OBJECTIVE OF PERSONALISATION
5. QUESTION: HOW CAN YOU DELIVER A MORE PERSONALISED CLIENT EXPERIENCE?
6. LET’S START WITH THE ONLINE EXPERIENCE NOT MIRRORING THE OFFLINE EXPERIENCE
7. HOW DO WE DIGITISE THE OFFLINE RELATIONSHIP?
8. LET’S START BY BUILDING A SINGLE PROFILE ON YOUR CLIENTS
9. A SINGLE CLIENT PROFILE CAPTURES 1. WHAT DO WE KNOW ABOUT CLIENTS 3. HOW ARE THEY INTERACTING WITH US 5. WHAT ARE THEY TELLING IS
10. CLIENT TRAITS WHICH WE CAN TRACK - The client - Their name - The clients’s relationship manager - Track their website visits - Track content read - Campaigns engaged with - Place client into a client profile - Their location - Their company name (if applicable) BUT WHERE DOES THIS DATA COME FROM?
11. EACH SYSTEM HOLDS SOME KEY INFORMATION ON YOUR CLIENTS CMS EMAIL PLATFORM ADVERTISING TOOLS CLIENT PORTAL
12. SINGLE CLIENT PROFILE CLIENT BUSINESS DEVELOPMENT/ LAWYERS Client intelligence Deliver personalised content across the tools the client uses to consume information Company website Client portal
13. WHY A SINGLE PROFILE?
14. TYPICALLY DIGITAL AND SYSTEMS LAWYERS AND BUSINESS DEVELOPMENT USE ON A DAY TO DAY BASIS ARE SEPARATE
15. BUT DIFFERENT SYSTEMS ARE NOT SHARING WHAT THEY KNOW ON THEIR CLIENT WITH EACH OTHER
16. WHAT ARE YOUR CLIENTS AND PROSPECTS LOOKING FOR WHEN THEY VISIT YOUR WEBSITE?
17. - - Wouldn’t it be good to know that your client was spending time researching? Questions to ask yourself as a… Marketer - what content would I send to this client if I knew what they were researching
18. DO YOU KNOW MY BUSINESS?
19. HAVE YOU SOLVED THE PROBLEMS I’M CURRENTLY FACING?
20. WHAT ARE YOUR PRACTICE STRENGTHS?
21. WHY SHOULD I SPEAK TO YOUR FIRM?
22. DO YOU HAVE CONTENT WHICH SPEAKS TO MY DAILY CHALLENGES?
23. NOW LET’S REIMAGINE THE PERSONALISED EXPERIENCE BUILT AROUND THIS SINGLE CUSTOMER PROFILE
24. LET’S BUILD THE CLIENT EXPERIENCE FROM THE CLIENTS PERSPECTIVE
25. WHAT DOES A PERSONALISED CLIENT EXPERIENCE LOOK LIKE?
26. EACH CLIENT’S CONTENT AND RESEARCH INTERESTS ARE VERY DIFFERENT GOALS AREAS OF RESEARCH I’m researching IP infringement I’m researching the impact of Brexit on commercial contracts I’m researching the impact of Covid-19 on our business
27. MANAGING CLIENT EXPERIENCES IS ABOUT LEVERAGING THE KNOWLEDGE YOU HOLD ON EACH CUSTOMER PROFILE SINGLE CLIENT CLIENT RELATIONSHIP Client Deliver personalised content across
28. STEPS TO ACHIEVING PERSONALISED CLIENT EXPERIENCES
29. PERSONALISATION CONVERSION FRAMEWORK Business growth Business impact 1. Define your business goals for the following two quarters
 2. Speak to key groups in the business (outside of marketing)
 3. Map how your business objectives against the areas of digital which support this
30. PERSONALISATION CONVERSION FRAMEWORK KPIs, metrics Business growth Measurement framework . 1. Build your measurement framework 
 2. Map your key measurement points against your business growth plans 3. Set up analytics to track your measurement points
31. PERSONALISATION CONVERSION FRAMEWORK Audience segment identification KPIs, metrics Business growth Insight extraction . 1. Identify your highest value opportunities
 2. Define the conversion value for your segments 3. Build a complexity hierarchy and focus on high value and easy to execute opportunities 

32. PERSONALISATION CONVERSION FRAMEWORK Personalisation plan Audience segment identification KPIs, metrics Business growth Optimisation . 1. Brainstorm your personalisation ideas with the marketing team 2. Map your hypothesis against business opportunities 3. Make sure each scenario is measurable
33. PERSONALISATION CONVERSION FRAMEWORK Personalisation plan Audience segment identification KPIs, metrics Business growth Development, page templates, test set up Implementation Questions to ask yourself: 1. Do my personalisation scenarios require any development e.g. building a new component or changing the page template 2. Who will set up my personalisation scenarios? 3. How long will any technical work take?
34. If you have any questions feel free to drop me an email at hello@ratiopartners.co.uk