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61
T
he intersection of several
departments within a law
firm - namely: marketing,
client & business development,
operations, finance, and
technology - lies squarely in the client service
journey. That journey, as described here, is one that
legal business professionals consistently review,
benchmark, and measure the effectiveness of;
each phase utilizes a different tech stack in order
to improve the service experience for the firm's
clients. While there are many technologies that
make the practice of law itself more innovative,
efficient, and effective, the collaborative work that
these departments facilitate in reaching, vetting,
engaging with, providing flawless service to, and
securing loyalty from clients is imperative to every
firm's success.
Brand Elevation
The awareness-building stage of the client
experience is most often linked to marketing tech
solutions. This is the top of the funnel, broad brush
stage - but is necessary in order to properly utilize
behavioral data to enforce your firm's brand in
a bespoke manner. In this first stage of the client
The Role of Technology
in the Client Service
Experience
by Jenna K. Schiappacasse
