In late August, Thomson Reuters released their 2021 Australia: State of the Legal Market report and found that the Australian legal market was “extremely resilient” during the COVID pandemic.
“The sudden shift to remote working can be considered a success for the Australian legal market, enabling firms to uncover new efficiencies while providing their legal talent the flexibility and balance they had craved,” said Jackie Rhodes, Thomson Reuters’ managing director of Asia and emerging markets.
“Law firms responded to market conditions with strategic approaches, and reimagining client experiences. Firms are taking the opportunity to serve clients better, which is helping to strengthen their relationships. The appetite for digital transformation has never been stronger, creating greater efficiency and flexibility in providing legal guidance,” Rhodes said.
If your firm is looking to get ahead of the competition, consider how you can embrace the current environment to stand out. It’s likely that your firm has embraced technology in recent times to maintain business as usual and with that the benefits of convenience and flexibility have been key. However, the client experience is more than convenience, so how can you balance technology usage with the personal touch for increased future success? Here’s three suggestions:
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Reintroduce face to face practises
While you and your clients may have been working remotely, now is the time to consider returning to face-to-face practises. But technology doesn’t have to go out the window. Smart technology can be utilised to support the way you do business rather than replace the tasks you complete. For example, when it comes to verifying identity, you don’t need to choose between convenience and compliance. InfoTrackID allows you to choose one of three methods of identity verification, all supported by technology:
- In person verification with InfoTrackID allows you to complete a face-to-face identification whilst also providing robust verification through facial recognition software and comparison to the Australian Government Document Verification System.
- Agent verification with InfoTrackID allows you to tick the box of face-to-face compliance without your client needing to come to you. PharmacyID is InfoTrackID’s newest agent partner. With a network of over 2500 pharmacies over Australia, you can send your client to their closest pharmacy where face to face identification can be completed whilst the smart technology inside InfoTrackID completes the document verification process.
- Remote verification with InfoTrackID is a perfect solution if you or your client aren’t quite ready for in-person practises just yet. It can also be used during holiday periods (now that travel is back on the cards for many) so you can continue to move your matters forward. Remote verification with InfoTrackID uses four layers of technology to identify and verify that your client is who they say they are. Facial recognition, Australian Government Document Verification, character recognition (of the documents) and a video call or pre-recorded video of your client saying a unique code all work together to ensure your client is who they claim to be.
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Protect your clients from cyber fraud
Cyber fraud is a huge concern for firms and their clients alike so showing you care about your client’s cyber safety goes a long way to enhancing the client experience. But how can you use technology to fight cyber issues?
Securexchange, which has won multiple business awards, is a complimentary service that offers a secure platform where all parties involved in a property transaction can safely share and receive confidential and sensitive information. A lawyer, conveyancer or real estate agent can invite their client into a secure workspace where they are able to securely share trust account details to pay a deposit, request bank details to pay funds to the consumer’s bank account, digitally sign documents and contracts of sale to exchange or complete on a property transaction.
Multi-factor authentication by SMS confirms everyone accessing the Securexchange workspace is verified.
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Use your digital channels to start conversations
Under current circumstances, each of your clients may want something different – whether it be physical in person connection or remote, and you have to cater to it all. But consider how you can bring that together whilst growing your brand.
The Consumer (R)evolution Guide by Reapit found that, “as digital trends accelerated during COVID-19…customers of all ages are both familiar and increasingly adept at using technology to engage…”
The Guide shares that Oracle research found 86% of customers are willing to pay more for a better customer experience (p 21). Marketing expert, Jane Hillsdon says, “People … want to build relationships with the people they do business with. Be prepared to be more interactive with your digital channels to deepen and strengthen relationships by selling less and conversing more.”
What we know from this is that a reimagined client experience doesn’t have to revert to in person practises. Start conversations instead of one-way communication. You may wish to start conversations and invite comments from people who follow your social media channels or switch to zoom instead of a phone call so you can see the other person and not just hear their tone but see their body language. The legal profession is a people profession and when your clients contact you, it’s often at a time where they need you the most.
Your firm can remain resilient in the face of change to come out on top if conversations and personal interactions between you and your client happen, but they don’t have to be in person. Technology is here to support. At InfoTrack, we’ve learned to look at servicing the legal and conveyancing industry from three different pillars – people, process, technology. Technology is the one that supports the other two, not the other way around. A lot of work has gone into our technology over the years, but we always make sure to ask our clients “what do you need?” and “how can we support you?” It’s doing what’s best for the people, listening to clients and asking what they want.
If you would like assistance in enhancing the efficiency of your firm so you have more time to enhance your client’s experience, get started with InfoTrack today.
