If you’re like most law firms, you’re always looking for ways to improve your business and better serve your clients. But with the ever-changing landscape of legal marketing, it can be difficult to know where to start.
One way to is by using customer journey insights to help you identify areas of opportunity and potential areas of improvement. Below, we’ll show you how to use customer journey insights for law firm success, and how Surefire Local’s business intelligence marketing software can make it easy for you to gather and act on those insights.
What Are Customer Insights?
Customer journey insights are a tool that businesses can use to understand the various touchpoints that a customer has with a company, from initial awareness all the way through to purchase and beyond. By understanding the customer journey, businesses can identify pain points and areas for improvement in order to create a smoother, more positive experience for customers.
Why Are Customer Journey Insights For Law Firms Important?
For law firms, customer journey insights are especially important. The legal industry is highly competitive, and potential clients have many options when it comes to choosing a firm. In order to stand out from the crowd and win new business, law firms must provide an exceptional client experience from start to finish. Using customer journey insights can help attorneys identify areas of improvement and ensure that they are providing the best possible UX for their clients.
How to Gather Customer Insights
From Online Reviews (Yours & Your Competitors)
Reviews are a great way to get insights into what your customers are thinking. Not only can you see what they think of your firm, but you can also compare it to what people are saying about your competitors.
This can help you form a good idea of where you stand in the market and what areas you might need to improve upon. Look at what people do and don’t like about your competitors and see what you can replicate or what you should avoid.
For your firm, there are a few different ways you can gather customer reviews. The first is to simply ask your customers for their feedback. You can do this via email, on your website, or even in person. Make sure you let them know that their feedback is important to you and that you appreciate their time.
From Your Website Analytics
Your website is a goldmine of customer insights. By looking at your site analytics, you can see how people are finding your site, what pages they’re looking at, and how long they’re staying on each page. Other things your website analytics can tell are where your visitors are geographically located, what devices they’re using, and what time of day they’re visiting your site.
This information can be very valuable in understanding what customers are interested in and in what categories they might need more information about. It can also help you identify any potential technical issues that might cause people to leave your site prematurely. This information can help you fine-tune your website and make it more user-friendly and informative. Not only will this improve the user experience, but it will also help your law firm’s website rank higher in local searches.
From Customer Surveys & Testimonials
Another great way to get customer insights is to survey your customers or collect written testimonials. This can be done via email, on your website, or even in person. When surveying customers, make sure you ask questions that will give you valuable information about their experience with your firm. For example, you might want to ask about the biggest problem they faced before coming to your firm, what made them choose your firm over others, and what they think of your services.
Customer testimonials can also be very helpful in understanding what customers think of your firm. While reviews and testimonials are similar, testimonials are generally positive in nature and serve as a testament to the quality and satisfaction of the firm’s services. You can ask for these similar to the way you might ask for a review by email or telephone. If possible, try to get video testimonials as they tend to be more impactful than written ones.
From Social Media
Social media is another excellent source of customer insights. By monitoring what people are saying about your firm on sites like Nextdoor and Facebook, you can gain a better understanding of how people talk about your firm with each other. Unlike reviews, social media sites allow for back and forth conversation, which enables attorneys to glean even more detailed information from their customers.
You can also use social media to directly interact with customers and answer any questions or concerns they might have, or to conduct surveys and collect testimonials. Facebook provides a great platform for this with its survey tool and ability to embed videos. Twitter is also a good option for conducting surveys and collecting feedback via direct messages.
From Industry Groups & Communities
Finally, don’t forget about specific industry groups and communities when gathering customer journey insights for law firms. This can be a good way to learn about new trends and issues that are affecting your potential clients right now. Many groups and online communities also have forums where you can interact with other members and get direct feedback about your firm.
You can do this as a branded entity or you can create a nondescript user account to “go incognito” to collect information. To find relevant groups and communities, you simply do a search on Google or social media sites like Facebook and LinkedIn.
How Surefire Local’s Marketing Software Can Help
Gather Customer Insights From All Sources On 1 Platform
Surefire Local’s business intelligence marketing software can help law firms better manage customer insights by funneling them in from multiple sources to one platform. The software includes a customer insights tool that allows firms to track customer behavior across all channels, including website visits, phone calls, and online reviews.
Monitor Your Reputation In One Place
Law firms can also manage their online reputation with a review monitoring tool that tracks online reviews in multiple different places and provides an alert when a new review is posted. This allows firms to quickly respond to negative reviews and improve their rating. The tool can also help firms track their progress over time and see the impact of their reputation management efforts.
Review Integrated Google Analytics
The Surefire Local platform also provides law firms with access to integrated Google Analytics data, so they don’t have to log into different accounts to review their analytics. This data is extremely valuable for businesses and can be used to track website traffic, understand customer behavior, and improve marketing campaigns.
Manage Customer Communications From a Centralized Inbox
Law firms can also manage customer communications from a centralized inbox, so all points of contact are routed to one place for ease of use. This inbox can also be used to track customer inquiries, appointments, court dates, important deadlines, and payments. It also allows firms to quickly respond to customer needs and concerns, so clients aren’t waiting for answers to their questions.
Take Action Directly From the Surefire Local Platform
The Surefire Local platform doesn’t just offer attorneys the ability to review aggregated analytics data from multiple sources. They can also take action directly from the software interface. This feature allows firms to quickly create and manage marketing campaigns, appointment reminders, payment reminders, and more.
Request a Demo Today
Gathering customer journey insights for law firms is essential for success, but it doesn’t have to be intimidating. Surefire Local’s business intelligence marketing software allows attorneys to gather customer insights from all available sources, including online reviews, website analytics, customer surveys, Facebook, Twitter, and industry forums.
If you’re interested in learning more about how Surefire Local’s business intelligence marketing software can help your law firm succeed, request a demo today — it’s easy and takes just a few seconds. Simply visit our website and fill out the form, and we’ll get back to you as quickly as possible to schedule a time that works best for you and your team.
Then, one of our legal marketing experts will walk you through the platform and show you how it can help you gather customer journey insights from all sources, monitor your law firm’s online reputation, review integrated Google analytics, manage communications with customers in one place, and take action directly from the platform so you don’t have to log into multiple different websites. Call us today for more information or to book your personalized demo by dialing (703) 884-8442. We’re available now to answer important questions and help you create an affordable, effective law firm marketing strategy designed for success.