Client relationship management involves knowing when to reach out to people and when to leave them alone.
Clients need to know certain things--appointments, payment schedules, contractual obligations--and might like to know others--current events, legal insight, etcetera. Understanding how and when to provide them with this information is part of good customer service.
Competing on client care and customer service is increasingly important, with a wide range of new technologies and outreach opportunities available to make the process more efficient. With that in mind, below are three of the best ways for law firms to keep their clients up-to-date on their individual accounts and the law more broadly.
Text messaging for law firms is a crucial relationship management channel for lawyers and law firms, but it is often neglected. Text allows for direct and instant connection with clients in a way that feels intimate and authentic. A good CRM should allow you to manage all of your client communication from a single dashboard, including texts, which means you can send off text messages from your computer and even set up automated responses.
Text is also an important way of staying in touch with older clients who may not use email or other communication channels as frequently. Text messages can serve as reminders for important upcoming dates as well as act as an important medium for content marketing and cross-posting social media and other communication channels.
An emailing list should be something all law firms create and maintain because it is one of the primary ways by which you get updates and new content to clients and prospects. The new content component of the emailing list is particularly important because it is what allows you to showcase your knowledge and expertise to current and future clients.
Your blog is the place where you expound on current events in your field and your insight into and takes on them, and your emailing list is where you let people know you have new content for them to read. Your emailing list can also be used to send out personalized seasonal and holiday greetings and let people know of new legislative updates that are relevant to their account.
A good CRM will allow you to set up automated reminders for your clients so that they never miss an important date or appointment. These can be set up as soon as you onboard a client so that you don’t have to worry about failing to keep someone in the loop. The messages can also be personalized through the CRM so that recipients feel valued and cared for.
Emails and phone calls should certainly still be considered important means of communication for all law firms--the latter being especially important for older clients who may expect or prefer phone conversations with their lawyer or legal team. The above three channels, however, all managed from one centralized CRM-based location, can make staying in touch and keeping people informed and engaged much more streamlined.