Expert Insight: Delivering a Fluid Customer Journey

Technology-backed service improvements in the legal sector typically deliver a customer experience that feels seamless, faster and familiar.  “Familiar” because it reflects day-to-day life where clients engage with Amazon, Uber, online banking services and so.  Today’s clients are comfortable online.

With services and pricing so competitive, many organisation seek competitive advantage by kick-starting technical projects related to customer experience.  Doing so without any real understanding of the customer journey is unlikely to deliver the desired improvements.  The starting point has to be mapping the customer journey.

As you map the journey, note the customer’s expectations, their pain points and those “make or break” touchpoints that define how they feel about your organisation.  In this way, you can see what areas need improvement and at which stages technology might deliver benefits.  Negative impacts occur when organisations employ technology for technologies sake – feeling pressurised to “digital transform” without pausing to reflect on what’s truly needed.

Customer journey mapping highlights where service responsiveness, accuracy, knowledge, availability, reliability and so on is lacking.  Increasingly, organisations are choosing Robotic Process Automation (RPA) to revolutionise process efficiencies and deliver the very improvements needed.  Put simply, RPA is just software (known as bots) that automates a process.  For example, onboarding a client, invoicing, searching through files, providing answers to frequently asked questions and so on.  By its very nature, it provides those levels of response, accuracy, reliability etc. associated with a superior service experience.

We’re talking about immediate responses to client emails.  100% accurate billing.  Bots are designed to handle and manage data, to open and “read” emails, to scan and process documents  – so much of that forms the bedrock of a legal firm’s service.  Clients don’t need a human to send emails that acknowledge contract or download, search and provide data.

Without question, there are points in the journey where a human touch is what is required.  Using RPA for the logical tasks liberates your employees to focus on clients that need a human connection.  Even in the legal industry, the future holds this combination of human workers and bots delivering the customer experience.  Your employees will drive improvements using their emotional intelligence.  RPA is a huge opportunity to complement your employee’s abilities to overcome customer hurdles and deliver an experience fit for today’s competitive landscape and the future.

Eileen O’Mahony

General Manager, WM Promus

*For more information, please contact us for a free consultation.

(Tel: +44 (0) 203 946 6226 | Email: info@wmpromus.com)

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