Anyone else feel like the client expectation bar seems to rise at double the rate each year? From offering support via Twitter and Facebook to battling Yelp reviews, solo and small practice attorneys have had a lot to compete with over the last decade to win the customer experience game.
And now, the recent pandemic has inadvertently shifted those expectations. The rise of on-demand services has created an expectation for all industries to increase availability and responsiveness. A recent Salesforce survey found 64% of customers and 80% of business buyers expect questions answered in real-time.
All this may be making you feel ready to throw in the towel—don’t. Small practices always have the advantage when it comes to delivering personalized, human service—something as much in demand as instant answers.
Importance of Delivering Personalized Service While Increasing Responsiveness
Search engines are starting to understand that users are really looking for that combination of being able to find information, connect with businesses, and receive a great experience. As a result, Google is starting to factor in the user experience and a business’s ability to respond to incoming leads when ranking advertisers on the search results page. They’re rolling out programs like Google Screened, which give preference to firms that meet qualification criteria based on their quality of service and reliability that is demonstrated through Google reviews.
So, what can you do now to be ready?
1. Ensure you deliver an exceptional experience online as well as off.
Clients don’t consider your schedule when reaching out, but dropping everything to answer calls or web chats can wreak havoc on your productivity. Consider outsourcing your call and chat answering to professionals like those at Ruby—a team of live virtual receptionists and chat specialists that act as a member of your staff and are 100% focused on creating meaningful connections with your customers. Available 24/7/365, they will answer FAQs, connect customers to the proper contact, collect information, and ensure you don’t miss a single opportunity or question.
2. Invest in your website experience.
Make it easy to connect with your practice. Prominently list your phone number on your website so visitors can quickly call with questions. Even better, capture potential clients while they’re on the site with services like live chat. Live website chat offers the most immediate mode of response by proactively engaging visitors to address questions and collect information.
3 . Be on the lookout for Google Screened
Introduced in late 2020, the Google Screened program offers verified advertisers the opportunity to be listed at the top three spots (two on mobile) of the search engine results page. Unlike pay-per-click advertising, the Google Screened program uses a pay-per-opportunity model that charges the advertiser for phone calls over 30 seconds or text messages. Should you apply and be accepted into the program, you’ll want to make sure you’re able to answer these calls. Google weighs the answer rate and experience of callers from these ads as part of where attorneys rank in the listings.
For most useful tips on how you can optimize your online presence to meet the expectations of today’s clients, check our Ruby’s guide, “The New Front Door to Your Business.”
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