Mark Scarisbrick, Client Services Director at specialist property solicitors JB Leitch, returns with an article discussing the commercial importance of good client service as a true reflection of a business brand in the digital age…
We live in interesting times. The pandemic has arguably reshaped the way we work, interact and transact. The growth of service digitisation in recent years has only been accelerated further by our need to adapt to coronavirus. The introduction of ever more sophisticated technology, be it “prop-tech” and “law-tech” accompanied by the rise of Teams and Zoom, have arguably shifted the paradigm in terms of client expectation – and by default, the meaning of good client service – across the wide economy and including the property management sector.
But are we in danger of losing something along the way? Is the efficiency of full automation detrimental to client relations? Is our ability to engage enhanced or diminished? Are we losing the human touch in being the ambassadors of our brands?
Firstly, there’s a lot said about what a brand value actually is. Many still assume it refers to a logo and a tagline. The simple truth is that it is the sum of many parts – values, personality, standards, popularity and perception – as well as the quality of our products and services of course.
Client experience is also a critical factor. The point of direct engagement with a client is often the most powerful moment in shaping brand perceptions. The way we communicate, empathise, reassure and resolve matters, are the realisation of a brand’s ethos, culture and values.
The commercial benefits are tangible – good service builds brand equity and consolidates client loyalty. A survey in Forbes indicated that 96% of respondents said good client service was important in their choice of loyalty to a brand and a separate statistic recently indicated that 33% of clients abandon a brand that lacks personalisation.
But does increasing automation and digitasation dilute our rapport with clients and risk diminishing client retention? Not necessarily.
The move toward technology-based solutions arguably provides greater autonomy and control for users, and is often referred to as client empowerment. How many of us use apps for online shopping, banking, utilities management, appointment booking or even checking our children’s homework? The creation of these solutions provides users with intuitive services – quite literally – at their fingertips. Convenience, mobility and instant access are the norm. At a strategic level, this degree of innovation shows that market need and expectation are high on your professional agenda and by association, can be a positive embodiment of your brand’s commitment to delivering a high level of client service.
A counterpoint to this, is the counter-intuitive notion that along with the more transactional nature of electronic engagement, personalisation of service suffers. Where matters are more complex, or require the application of emotional intelligence, the immediacy of a web application or app’s functions may be limited or even a potential source of frustration to clients.
Perhaps the answer is in recognising the value, benefit and balance of both technology and personal engagement in service delivery. Put into the simplest of terms, good service is good business. Loyalty and retention are key to long-term business success. Providing an integrated approach to client services across a range of channels – and by means of direct engagement – can provide choice as well as convenience.
In the context of our industry, we noted in a recent article that the role of technology is to produce information accurately, instantly and accessibly. The role of the property manager, executive or solicitor is arguably to interpret and provide this information in a meaningful way.
The Law Society’s recent “Images of the Future Worlds – Facing the Legal Profession 2020-2030” report, sparked considerable debate on the subject, and although describing an increasingly automated legal landscape in coming years, the report highlighted that client experience and trust are still prevailing factors in brand loyalty. The quality and significance of personal interaction can therefore not be undervalued in fostering and growing client relationships. If using technology further frees us to focus on delivering this in an increasingly effective and timely fashion, the client experience can surely be enhanced…
