What truly sets a legal tech company apart from its competition is its commitment to providing exceptional customer-focused tech support. Customer-focused tech support is about more than convenience; it's a paradigm shift that places the customer at the heart of every interaction. It's crucial to recognize that offering support should be driven by the customer's needs, not what is easy to implement.
Convenience, speed, empathy, fairness, and accurate information are referenced most often when users are asked what ideal support looks like. Legal professionals often juggle multiple tasks and demand solutions that seamlessly integrate with their fast-paced environment. Delays in support and an inability to quickly resolve issues will create friction that ultimately accelerates churn.
To ensure customer convenience, provide various options catering to different customer preferences and situations. Manned channels – such as email, phone, chat, social media, and even in-person support – ensure accessibility for customers seeking human interaction. These allow for personalized assistance, enabling customers to connect with a human who can understand their concerns empathetically. This can be especially valuable when legal professionals encounter intricate tech issues that demand in-depth guidance.
On the other hand, unmanned channels like a comprehensive knowledge base and interactive virtual assistants offer quick solutions and self-service options that cater to customers seeking autonomy. These add value by enhancing the efficiency of support interactions and empowering customers with readily available information.
Understanding What Customers Value from Support
To truly excel in customer-focused tech support, you need to understand what legal professionals value the most from their interactions. You want to regularly review your support program as trends change and challenges emerge, employing keen observation, active listening, and data-driven insights to guide decisions. There are two critical sources of support data:
Data-Driven Insights: Analyze support ticket trends, frequently asked questions, and areas of repeat confusion. This data serves as your compass, guiding you toward identifying the specific pain points and challenges users encounter while utilizing your technology. By understanding these patterns, you can proactively address common issues and offer solutions that align with their workflows.
User Surveys and Feedback: Actively seek out feedback from your users through surveys and direct interactions. Their insights can help uncover nuances that data might not reveal. Ask about their preferred communication channels, the type of support they find most valuable, and areas where they believe additional guidance is needed. This user-centric approach fosters engagement and provides invaluable insights into the variety of support services that would resonate with them. And remember, one-size doesn’t fit all.
Segmentation and Persona Mapping
Not all legal professionals have the same tech proficiency or support preferences. Segmentation and persona mapping allow you to categorize users based on their roles, needs, tech-savviness, and communication preferences. For instance, junior associates might appreciate detailed step-by-step guides, while senior partners might prefer personalized consultations. This approach ensures that your support offerings are tailored to the diverse needs of your user base.
In legal tech, the journey doesn't end at providing innovative solutions. Embracing a customer-focused tech support approach is your gateway to cultivating enduring relationships with legal professionals. By placing customer needs at the forefront, understanding their value expectations, and offering a spectrum of convenient support options, you not only ensure their success but also cement your brand as a true partner in their legal tech journey.
