BenWightwickProductDirectorHighQ

Buildingclienttrustandloyaltywithengaginglegalcontentexperiences

Ben Wightwick

Product Director, HighQ@BenWightwick

Learning outcomes1. Context2. Challenges3. Client experience4. Digital harmonization5. Trends

Context

Trust and loyalty

.

Engagement

1. Who?2. Build trust & loyalty3. Demand for value add services4. Competitive pressures sets high expectations5. Consumerization of everything forces change

Content

Power of content1. Client focused and value based2. Must be relevant3. Should be consistent4. Provide competitive edge

Types of audience

1. Segmentation and persona’s2. Pressure to reduce costs AND still win3. Intense competition4. Increased focus on client needs

Challenges

Shifting legal landscape

1. Globalization and mergers2. Pressure to reduce costs3. Intense competition4. Increased focus on client needs5. Disruptive technology

Age of the customer

1. Engagement is king2. Content in context3. Demand for value add services4. Simplification of technology landscape5. Consumerization of everything forces change

Client experience

The funnel

Discovery

1. Create valuable content2. Stand out from the crowd3. Demonstrate insight and expertise4. Different content types

Example 1

Win new business

1. Rethink delivery2. Win effectively3. Understand the business4. Demonstrate solutions

Latham

Example 1

Maintain / Manage

1. Thought leadership 2. Matter management3. Add value4. Onboarding5. Reporting and analytics

Example 1

Expand and grow

1. Key account programs2. Personalized experiences3. Dedicated services and solutions4. Global relationships not just the lawyer

Example 1

Digital harmonization

highq.com

Consistent brand

• Many get it wrong

• Interoperability

• Simplification

• Think of content creators too

highq.com

highq.com

“”Gary Vaynerchuk, @garyvee

As we go more Jetson’s, the

people that act like the

Flintstones are going to win!

Communication

User experience

highq.com

Trends

highq.com

highq.com

Objective: SmartLaw

highq.com

highq.com

Advocacy

• Internal

• External

• Good

• Bad

highq.com

highq.com

Video

highq.com

highq.com

Firms need a technology toolkit

• Promote the firm’s knowledge and expertise

• Provide specialist online products and services

• Facilitate internal & external collaboration

• Provide lawyers with personal productivity tools

• Enable knowledge sharing and best practice

• Provide better client service and engagement

highq.com

highq.com

Learning outcomes

• Challenges

• The client journey

• Digital harmonization

• Trends

highq.com

highq.com

“”Ben Wightwick

Successful content experiences increase

engagement, trust and loyalty by

demonstrating expertise and focusing

on the audience, whatever the stage of

the sales cycle they happen to be on

Successful content experiences…

Questions?

highq.com

highq.com

Ben Wightwick

Product Director

@BenWightwick