Talking about digital transformation is nothing more than talking about adapting to the current market. Did you know that only 16% of dispatches in the U.S. are digitized? Did you know that in Spain that figure is only 11%? Paradoxically, 80%-90% of companies recognize that digital transformation is decisive for the direction of any business within the new market.
In the legal market, it means a paradigm shift: we went from the prestigious lawyer sitting in his bombastic armchair behind his mahogany desk, putting a plaque on the portal with just having to wait for the clients to call to the digital office, capable of reaching thousands of people every day using their the internet presence to solve doubts, share advice, success stories, and attract the attention of people who are looking for a legal service from their mobile or from their home comfort. Digital transformation is a necessity that is imposed in the law sector, and that nevertheless does not fulfill even 15% of the offices.
For the uninitiated, we call digital transformation the process by which a firm incorporates new technologies and digital processes to its activity, which will make it more efficient and better adapt to the ecosystem of its market and therefore find more clients and allocate fewer resources to achieve it. I will dedicate this post to give you 5 keys so that you can undertake that transformation step-by-step.
1. Analyze your current situation and define where you want to go
You have to have a goal. Digital transformation is not a fad that you have to join in order to look like an “in, cool or trendy” lawyer. You want to make a digital transformation in your office, for example, to: √ Have more visibility and reach new customers. √ Optimize work processes and make them more efficient. √ Stand out from the competition and improve your position in the market. With those goals already defined, you know where to go. But the browser needs to know where you start from to draw the route. Ask yourself, how the processes of your office work? What work methodology do you use? What tools could be implemented to make it more efficient (more results with fewer resources)?
2. Make a plan
You have to be able to divide the journey from that classic office to the digital office in stages. Developing a plan is essential. The first one, for sure, is a web page. It is your digital home. People who are looking for a legal service look first on the Internet. No one goes to the Yellow Pages, much less to go around the street to look at portals and see what lawyers are there. They look at Google. In Google, there are all those who have a website and those who don’t. Those who have a website leave earlier because they provide content, receive more visits in exchange, and the search engine considers that they are, therefore, more relevant to users. Also, on your website, you have the option of telling that person that you have cases like his, where you are, how much you charge, why he should hire you, etc. The second could be to equip that website with visitors. Make it visible on networks, on portals, in the news, in the media, with emails. The third could be to create advertising campaigns in Google Ads, Facebook Ads, and taking advantage of the enormous segmentation capabilities of these platforms. We can bet on Inbound Marketing to attract new followers that leave us their data, and we can communicate with them until they hire our services and so on to scale the model.
3. Involve the team
From top to bottom, this part is essential. Starting with the director/s of the office, we must become aware of the paradigm shift that we mentioned and look for professionals who can guide us in that change. The team must be made aware of the importance of assimilating the changes that will take place in the work method, the relationship with the client. For example, if we have an online chat from the web, the person busy answering the queries from there should be instructed against handling; who will inform the marketing specialist of resolved cases, who will control the commercial actions that are being developed; teach lawyers to use the intranet or customer reporting channels that have been designed, etc.
4. The client effect
All this digital transformation has to lead you to benefit your customers. You must give a better service to your customers through the digital field. For example, an intranet where they consult the evolution of their files whenever they want by simply entering their username/password on your website; open a booking service on the web and that they themselves see the hours available for appointments and that they reserve the one they want; forms to collect information relevant to your case in an orderly manner; customer service channels via WhatsApp messaging; automatisms to congratulate them on their birthdays, Christmas. There are a thousand possibilities, and each office must evaluate the ones that suit it best.
5. Measure and update
New applications appear daily. New ways of organizing work, sharing files, interacting with clients, we cannot stagnate. The digital age requires us to be constantly learning new concepts, applying them, and evaluating their results. That is why I always say that the digital transformation of the office is not creating a website or opening profiles on social networks. Digital transformation is an attitude of permanent alert to discover what is new in the market that my office can benefit from to work more efficiently or to achieve greater commercial performance. It is no longer talking about a change that has occurred, but about a permanent state of change
Digital transformation has become vital for providers of legal support services, and it is no more an option for them. Based on your budget, you must select the right technologies for digital transformation, and the best people for it. Also, one must never forget that digital transformation is all about streamlining the processes, acquiring more clients, and retaining them by solving their queries at the earliest and providing them with great convenience/customer satisfaction. With time, clients’ demands will change, and so will the digital technologies, so it is a constant change of evolvement that one must get prepared for.
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