Source CX Industries Legal Optimizing Legal Customer Service for Digital Natives

Optimizing Legal Customer Service for Digital Natives

The emergence of digital natives as a significant client demographic has introduced new challenges for the legal sector. According to Statista, millennials (born 1981-96) make up 22% of the US population, and Gen Z around 20%, roughly half of whom are adults as of 2023. These potential clients, who have grown up in the age of digital technology, bring unique expectations and preferences to their interactions with legal services.

In this context, law firms have to adapt their customer service strategies to meet the needs of a tech-savvy, informed, and demanding generation. Traditional approaches may no longer suffice as digital natives prioritize quick, efficient, and technology-driven solutions — including self-service. Research by FindLaw indicates that while on average 72% of consumers will contact an attorney first when a legal need arises, among millennials this is only 47% — with many preferring to do their own research online, use legal templates, or consult friends and family for advice. Law firms therefore need to be more attuned to the needs and preferences of younger generations to remain relevant.

In this 5-minute read we’ll explore:

  • How digital natives differ in their customer service expectations
  • Strategies to engage prospective clients early in their journey
  • Leveraging the latest technology to connect with younger clients
  • Lessons to learn from the rise of online legal services
  • Building a client-centric culture where digital natives feel at home

Understanding digital natives and their expectations

Digital natives are characterized by their early exposure to and comfort with technology. This demographic has grown up in an era where instant, on-demand access to information and services is the norm. Their experiences with online shopping platforms, internet banking, and transportation and delivery apps have shaped their expectations for immediacy, convenience, and efficiency in all service interactions — and this extends to their attitude toward legal services.

Millennial and Gen Z clients expect legal firms to be not just highly competent in their legal expertise but also adept in using technology to deliver services. From the ease of accessing information online to the efficiency of communication tools, these clients prefer legal services that are transparent, fast, and accessible, with a heavy reliance on digital channels for communication and service delivery. Understanding these expectations is vital if law firms are to effectively engage with and satisfy this increasingly influential client base.

The first point of contact: building trust and positive impressions

The first interaction a potential client has with a law firm is crucial in shaping their perception and decision to engage further. For digital natives, this first point of contact needs to be not just informative and friendly but also reflective of the firm’s technological proficiency — reassuring them that they’ve found a partner they can work with using the channels and systems they’re most comfortable with.

An interactive and mobile-friendly website is essential, offering clear and concise information about the firm’s services without assuming extensive prior knowledge — as for younger prospective clients, this may be their first exploration of how legal services work, and what’s available to them.

Transparency is important — about the services on offer, and most importantly the fees. An article by CXDojo revealed that 52% of customers are primarily looking for a price when shopping for legal services, and if they can’t see one, they may well assume they can’t afford it and move on. Multi-channel contact options are also key — for many digital natives, phone calls or email may not be a natural choice for communication. A web chat option, either staffed or using automated responses, is a user-friendly way to engage with visitors and offer initial guidance on the services on offer.

For more in-depth conversations, messaging tools such as WhatsApp, social media accounts where potential clients can get a better sense of the firm’s personality, and scheduling tools like Calendly or Doodle that allow visitors to book a video consultation over Zoom or Teams are all potential options to cater to the needs of younger generations.

Leveraging legal technology for enhanced customer service

In recent years, the rise of accessible and user-friendly software solutions, including AI tools and cloud-based CRM systems, has transformed how law firms interact with and manage their clients.

Many firms are already leveraging AI and machine learning tools to automate or expedite routine tasks, such as document review and legal research, freeing up time for attorneys to focus on more complex aspects of client service.

Now though, AI has advanced to the point where it can also be used in client-facing scenarios. Caution is required, particularly in the legal sector — there have been well-publicized instances of general-purpose AI tools such as ChatGPT providing users with incorrect or misleading information.

However, specialized AI chat interfaces, trained on an approved range of legal data sources, can provide initial legal guidance or direct clients to appropriate resources, offering immediate assistance outside regular business hours.

CRM systems are another crucial technological tool — and one that has also been enhanced with the advent of AI. Now, customer conversations can be analyzed in bulk by automated tools which reveal key insights and preferences, making a detailed comprehensive profile and history available to customer-facing staff. This helps in personalizing communication and anticipating client needs, thus fostering stronger, more responsive client relationships.

Adaptive communication: the key to successful connections

Tailoring communication styles to the individual client is the cornerstone of any successful lawyer-client relationship, especially when dealing with digital natives. They expect to be kept informed about the status of their case via their preferred channels — and appreciate transparency and clarity in communication, valuing straightforward and jargon-free language.

Millennial and Gen Z clients are also accustomed to proactive and predictive communication — expecting service providers to reach out to them, not the other way around. To cater to this, law firms should look at using data analytics to anticipate client needs and address them before they become issues. For instance, by analyzing client interaction patterns and feedback, firms can identify potential areas of concern and proactively reach out with solutions or advice.

Proactive customer service also means staying abreast of legal trends and regulatory changes that might impact clients. By informing clients of these developments and how they might be affected, law firms can demonstrate foresight and commitment to their clients’ interests — building trust.

Predictive AI tools like the ones mentioned above can also be used to personalize services, such as suggesting relevant legal resources or reminders for important dates, enhancing the overall client experience. Embracing a predictive and proactive model not only meets the expectations of digital natives but sends a clear message that a firm is forward-thinking and client-centric.

Learning from the competition: what are online legal tools getting right?

The integration of digital tools is crucial in optimizing legal services for millennial and Gen Z clients. Online legal services such as LegalZoom and Rocket Lawyer have emerged as popular alternatives for basic legal needs, offering cost-effective and quick solutions. Brick-and-mortar law firms can learn from these models — and better compete with them — by incorporating similar digital tools and platforms to enhance their service offerings.

These tools can range from online appointment booking systems to digital document management platforms, each aimed at simplifying the client experience. However, it’s important to balance the use of these digital tools with the personalized attention that traditional legal services provide. The goal is to complement, not replace, the human element in legal services, ensuring that while technology streamlines processes, the personal touch in client-lawyer relationships is maintained.

Cultural transformation: embracing a customer-centric approach

To truly meet the expectations of digital natives, law firms must undergo a cultural transformation, adopting a customer-centric and digital-first approach in all aspects of their operations. This involves training staff to be more responsive to client needs, understanding the importance of technology in service delivery, and fostering a mindset that prioritizes client satisfaction.

Such a transformation requires changes in internal processes, updates to employee training, and sponsorship from the firm’s leadership. In many firms, millennials and Gen Z may not yet be well represented among the senior legal teams, but within admin and customer care departments, there may be a wealth of digital-native experience to tap into to inform cultural change.

For law firms that don’t have the time or resources to embark on an extensive process of cultural and operational change, outsourcing the CX function is an option. The technological tools mentioned above, paired with modern multichannel communications systems mean that remote specialized CX teams can offer a high-quality “white-labeled” service, personalized to customer history and preferences, at a lower cost than launching and managing the same service in-house. Outsourced CX needn’t replace existing teams — it can free up customer-facing staff for more engaging face-to-face interactions, or serve as a bridging solution while in-house capabilities are developed.

Conclusion

Optimizing legal customer service for digital natives is crucial as this segment of the market continues to grow — requiring an understanding of their unique expectations, integration of technology in service delivery, effective communication, and a proactive approach to client relations.

The adoption of digital tools and a cultural shift towards a customer-centric model are essential in meeting these needs. Law firms that are quick to adapt to these changes and prioritize customer experience will find themselves at a competitive advantage — but the process of transition can be challenging.

Working with an expert partner such as SourceCX can help mitigate these challenges, and allow law firms to evolve and scale their CX provision in line with the expectations of a new generation of clients — combining a personalized, human approach with future-focused technological solutions. By focusing on the customer experience, law firms can build strong and lasting relationships with digital natives, reinforcing their brand as forward-thinking and client-focused in an increasingly digital world.