“Hold the Phone…” Voice Calls remain key to a successful Client Journey

Don't hang up the phone just yet - insights on why law firms should not underestimate the importance of the voice channel in their client journeys.

David Price is Head of Client Experience, at Wolferstans Solicitors in Plymouth and LawNet's CX lead.

In the modern world, where emails, chats, and social media dominate our daily interactions, it’s easy to overlook the enduring power of a simple telephone call. However, recent insights from ContactBabel's survey of 1,000 consumers, as outlined in evaluagent's whitepaper, "Voice: Its Place in a Multichannel World," remind us why law firms should not underestimate the importance of the voice channel in their client journeys.

Contrary to conventional wisdom, the telephone remains a cornerstone of customer service, handling approximately 65% of contact centre traffic in both the US and the UK. This statistic challenges the notion that younger generations shy away from phone calls, as even Millennials and Gen Z recognise the value of direct communication, particularly when it comes to resolving complex or sensitive issues like legal matters.

One of the primary reasons behind the enduring dominance of the phone call is its unparalleled ability to deliver first-contact resolution. When clients are faced with urgent or sensitive matters, the reassurance provided by a human voice in real-time cannot be replicated by digital channels alone. This personal touch builds trust and strengthens client relationships, ultimately leading to higher levels of satisfaction and loyalty.

Despite its effectiveness, the voice channel does face its own set of challenges, such as constantly raising expectations around how quickly calls will be answered. However, these friction points are often outweighed by the trust and confidence that clients place in voice interactions. They understand that speaking directly with a knowledgeable person is more likely to result in a satisfactory solution than waiting for an email response or navigating through automated systems.

To thrive in today's client-centric landscape, law firms should aim to strike a balance between traditional and digital channels. While email and chat platforms offer convenience and efficiency for routine enquiries, they cannot replace the human connection and problem-solving capabilities of telephone interactions. By integrating both channels seamlessly into their CX strategies, law firms can meet the diverse needs and preferences of their clients while delivering prompt and effective resolutions.

Moreover, embracing a multi-channel approach allows law firms to leverage the strengths of each platform, maximising the efficiency of their communication efforts. For instance, routine queries and administrative tasks can be directed to digital channels, freeing up valuable resources to handle more complex issues over the phone. This strategic allocation of resources not only improves operational efficiency but also enhances the overall client experience.

In conclusion, law firms should recognise the enduring significance of the voice channel in their CX strategies. By prioritising direct communication and investing in the necessary resources to optimise voice interactions, firms can differentiate themselves in a crowded market and build stronger, more meaningful relationships with their clients. In an increasingly digital world, the human touch of a phone call remains as vital as ever.