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Ben Wightwick Product Director HighQ Building client trust and loyalty with engaging legal content experiences

Building client trust and loyalty with engaging legal content experiences

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Page 1: Building client trust and loyalty with engaging legal content experiences

BenWightwickProductDirectorHighQ

Buildingclienttrustandloyaltywithengaginglegalcontentexperiences

Page 2: Building client trust and loyalty with engaging legal content experiences

Ben Wightwick

Product Director, HighQ@BenWightwick

Page 3: Building client trust and loyalty with engaging legal content experiences

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

Page 4: Building client trust and loyalty with engaging legal content experiences

Context

Page 5: Building client trust and loyalty with engaging legal content experiences

Trust and loyalty

.

Page 6: Building client trust and loyalty with engaging legal content experiences

Engagement

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

Page 7: Building client trust and loyalty with engaging legal content experiences

Content

Page 8: Building client trust and loyalty with engaging legal content experiences

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

Page 9: Building client trust and loyalty with engaging legal content experiences

Types of audience

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

Page 10: Building client trust and loyalty with engaging legal content experiences

Challenges

Page 11: Building client trust and loyalty with engaging legal content experiences

Shifting legal landscape

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

Page 12: Building client trust and loyalty with engaging legal content experiences

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

Page 13: Building client trust and loyalty with engaging legal content experiences
Page 14: Building client trust and loyalty with engaging legal content experiences
Page 15: Building client trust and loyalty with engaging legal content experiences

Client experience

Page 16: Building client trust and loyalty with engaging legal content experiences

The funnel

Page 17: Building client trust and loyalty with engaging legal content experiences

Discovery

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

Page 18: Building client trust and loyalty with engaging legal content experiences

Win new business

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

Page 19: Building client trust and loyalty with engaging legal content experiences

Latham

Page 20: Building client trust and loyalty with engaging legal content experiences

Maintain / Manage

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

Page 21: Building client trust and loyalty with engaging legal content experiences

Expand and grow

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

Page 22: Building client trust and loyalty with engaging legal content experiences
Page 23: Building client trust and loyalty with engaging legal content experiences

Digital harmonization

Page 24: Building client trust and loyalty with engaging legal content experiences

highq.com

Consistent brand

• Many get it wrong

• Interoperability

• Simplification

• Think of content creators too

highq.com

Page 25: Building client trust and loyalty with engaging legal content experiences

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“”Gary Vaynerchuk, @garyvee

As we go more Jetson’s, the

people that act like the

Flintstones are going to win!

Communication

Page 26: Building client trust and loyalty with engaging legal content experiences

User experience

highq.com

Page 27: Building client trust and loyalty with engaging legal content experiences

Trends

highq.com

Page 28: Building client trust and loyalty with engaging legal content experiences

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Objective: SmartLaw

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Page 29: Building client trust and loyalty with engaging legal content experiences

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Advocacy

• Internal

• External

• Good

• Bad

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Page 30: Building client trust and loyalty with engaging legal content experiences

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Video

highq.com

Page 31: Building client trust and loyalty with engaging legal content experiences

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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

Page 32: Building client trust and loyalty with engaging legal content experiences

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Learning outcomes

• Challenges

• The client journey

• Digital harmonization

• Trends

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Page 33: Building client trust and loyalty with engaging legal content experiences

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“”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…

Page 34: Building client trust and loyalty with engaging legal content experiences

Questions?

highq.com

Page 35: Building client trust and loyalty with engaging legal content experiences

highq.com

Ben Wightwick

Product Director

@BenWightwick