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Building Trust, Delivering Results: Here's Why Client Experience Helps Shape your Marketing and People Strategies

by Shaun Cremins | March 25, 2024

A guest blog by Shaun Cremins, CX director at insight6, the Customer Experience (CX) specialists.

In the fiercely competitive landscape of the modern business world, success hinges not only on the quality of products or services offered but also on the experience provided to clients.

For law firms in particular, where trust and reliability are paramount, prioritising client experience isn't just a choice – it's a strategic imperative. However, the impact of client experience extends far beyond merely satisfying customers; it directly influences marketing and people strategies, shaping them in profound ways.

At the heart of any successful marketing strategy lies the understanding that today's consumers crave more than just transactions – they seek meaningful connections and memorable experiences. This is where client experience (CX) steps in as a crucial ally. By focusing on delivering exceptional experiences at every touchpoint, law firms can not only differentiate themselves from competitors but also create lasting impressions that resonate with clients.

Consider the scenario of a client seeking legal services. Beyond the outcome of their case, what truly leaves a lasting impression is the journey they undertake – from the initial consultation to the resolution of their matter. Each interaction, whether it's prompt responses to enquiries, clear communication, or personalised attention, contributes to shaping their perception of the firm. By prioritising client experience, firms can effectively position themselves in the market, leveraging positive word-of-mouth and client referrals as powerful marketing tools.

A strong focus on client experience inherently aligns with building trust – a cornerstone of successful marketing. In an industry where credibility and reliability are paramount, establishing trust with clients is non-negotiable. By consistently delivering exceptional experiences, firms not only foster trust but also cultivate long-term relationships with clients, laying the foundation for sustained business growth.

However, the impact of client experience extends beyond outward-facing strategies; it also plays a pivotal role in shaping internal dynamics, particularly in the realm of human resources. Employee experience, akin to client experience, is integral to the success of any organisation. Happy, engaged employees are more likely to deliver exceptional service, thereby enhancing the overall client experience.

When employees feel valued, supported, and empowered, they are motivated to go above and beyond in serving clients. This highlights the symbiotic relationship between employee experience and client experience – one directly influencing the other. Therefore, investing in initiatives that prioritise employee wellbeing, such as training and development programs, mentorship opportunities, and a positive work culture, isn't just a matter of HR strategy; it's a strategic imperative with far-reaching implications for client satisfaction and retention.

Employees who feel aligned with the firm's values and mission are more likely to embody those values in their interactions with clients, reinforcing the firm's brand identity and reputation. This alignment between internal culture and external perception is crucial in fostering a cohesive and authentic brand image, ultimately contributing to the firm's success in the market.

CX isn't just an added bonus or a superficial aspect of business operations – it's a fundamental driver of success, intricately intertwined with marketing and people strategies.

By prioritising client experience, law firms can not only differentiate themselves in a crowded market but also foster trust, build lasting relationships, and empower employees to deliver exceptional service. In doing so, they lay the groundwork for sustained growth and prosperity, positioning themselves as leaders in the ever-evolving legal landscape of the UK.


About insight6

insight6 are the only Customer Experience (CX) specialists in the UK and Ireland with 25 experts across the country supporting over 1000 clients. Your local insight6 Client Experience Director is always on hand to support the on-going development of both your client and employee experience strategy, via the data gained from your client experience reviews, and bespoke training solutions for your firm's needs. 

Shaun Cremins is insight6’s Customer Experience Director for Derbyshire, Warwickshire and Walsall.