building client trust and loyalty with engaging legal content experiences
TRANSCRIPT
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BenWightwickProductDirectorHighQ
Buildingclienttrustandloyaltywithengaginglegalcontentexperiences
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Ben Wightwick
Product Director, HighQ@BenWightwick
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Learning outcomes1. Context2. Challenges3. Client experience4. Digital harmonization5. Trends
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Context
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Trust and loyalty
.
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Engagement
1. Who?2. Build trust & loyalty3. Demand for value add services4. Competitive pressures sets high expectations5. Consumerization of everything forces change
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Content
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Power of content1. Client focused and value based2. Must be relevant3. Should be consistent4. Provide competitive edge
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Types of audience
1. Segmentation and persona’s2. Pressure to reduce costs AND still win3. Intense competition4. Increased focus on client needs
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Challenges
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Shifting legal landscape
1. Globalization and mergers2. Pressure to reduce costs3. Intense competition4. Increased focus on client needs5. Disruptive technology
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Age of the customer
1. Engagement is king2. Content in context3. Demand for value add services4. Simplification of technology landscape5. Consumerization of everything forces change
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Client experience
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The funnel
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Discovery
1. Create valuable content2. Stand out from the crowd3. Demonstrate insight and expertise4. Different content types
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Win new business
1. Rethink delivery2. Win effectively3. Understand the business4. Demonstrate solutions
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Latham
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Maintain / Manage
1. Thought leadership 2. Matter management3. Add value4. Onboarding5. Reporting and analytics
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Expand and grow
1. Key account programs2. Personalized experiences3. Dedicated services and solutions4. Global relationships not just the lawyer
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Digital harmonization
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highq.com
Consistent brand
• Many get it wrong
• Interoperability
• Simplification
• Think of content creators too
highq.com
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highq.com
“”Gary Vaynerchuk, @garyvee
As we go more Jetson’s, the
people that act like the
Flintstones are going to win!
Communication
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User experience
highq.com
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Trends
highq.com
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highq.com
Objective: SmartLaw
highq.com
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highq.com
Advocacy
• Internal
• External
• Good
• Bad
highq.com
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highq.com
Video
highq.com
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highq.com
Firms need a technology toolkit
• Promote the firm’s knowledge and expertise
• Provide specialist online products and services
• Facilitate internal & external collaboration
• Provide lawyers with personal productivity tools
• Enable knowledge sharing and best practice
• Provide better client service and engagement
highq.com
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highq.com
Learning outcomes
• Challenges
• The client journey
• Digital harmonization
• Trends
highq.com
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highq.com
“”Ben Wightwick
Successful content experiences increase
engagement, trust and loyalty by
demonstrating expertise and focusing
on the audience, whatever the stage of
the sales cycle they happen to be on
Successful content experiences…
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Questions?
highq.com
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highq.com
Ben Wightwick
Product Director
@BenWightwick