It’s no secret that LegalTech generates a lot of excitement and conversation for law firms looking to gain a commercial edge in a competitive market. By some estimates, as many as 50% of UK law companies are already using some form of AI, according to Oxford University research. But before you start considering swapping out paralegals for ChatGPT, or another ‘silver bullet’ technology, are you confident you’re making the most of your existing tech – like capturing in-bound call data?
If you want to gather more valuable insights, make better-informed strategic decisions and enhance overall customer experience, you definitely shouldn’t overlook the value of a powerful outsourced switchboard service. The right switchboard technology can help your business identify areas for growth, maximise your efficiency, and generate more leads – as well as ensuring a seamless experience for your callers.
Here’s how to use your call data to your advantage and help stand out in a competitive commercial landscape.
Inbound call data helps YOU make better calls
When making decisions for your business, it goes without saying that you want as much information as possible to help decide the right course of action. The more information you have access to, the more you’re able to focus on the important aspects of strategic decision-making – risk assessment, precedent analysis, resource allocation.
Inbound call data tells you more than you might think: where and when do you field most of your new business calls? How do customers and suppliers feel about contacting your office? How productive are your teams in terms of handling inbound calls? How much of your new business comes from cold calls, versus warm leads or referrals? What’s your overall call volume, and are you staffed for out of hours call handling? (Our data shows that 6.7% of calls to legal firms come in outside of standard office hours.) Data drives decisions, so it’s prudent to harness as much of it as possible.
It also makes measuring your marketing much easier
Offline marketing activity can be difficult to measure. But monitoring your inbound calls can help get a better understanding of your campaign’s ROI. By performing conversion tracking and cost analysis on your call data, you can attain a more granular understanding and more control over your marketing activity, letting you fine-tune your marketing for maximum impact and efficiency.
Phone is still the most popular channel for UK consumers
According to Capterra, the majority of UK customers (42%) generally prefer to get in touch with companies by phone. And while that figure is likely to vary across specialised industries, it does underline the fact that most people, when they have a problem that needs solving, want to speak to a real person about it – often urgently.
Calls may be emotionally complex – for example, a call from a potential client who needs to draft a loved one’s will requires a high level of empathy and understanding from the receiver. Giving customers a positive initial impression of your company – including quickly getting through to a real person – is an important first step. Monitoring and analysing how calls come into your business, how well they’re handled, how often they go to the right place, and how satisfied your clients and customers feel afterwards is vital if you’re going to provide continuous improvement to your customer experience metrics. As well as benefitting your business in other ways, such as…
Helping you prepare for busy periods
Unsurprisingly, most businesses want to be sure that they’re allocating their teams correctly, especially during busy periods when finding spare resource can be difficult. And the modern challenges of remote work and hybrid working have added even more complexity to firms’ resource management ability. Analysing call data helps you clearly understand the ebb and flow of your resource requirements. Especially in larger firms, it can be difficult to co-ordinate resource management across departments without having data to describe fluctuations in demand.
The last thing a business wants is to find that the majority of lead-bearing client calls tend to arrive on, for example, a Thursday afternoon during a weekly team meeting, or that a significant portion of calls come in after 6pm on a Friday, when there are fewer staff to help them. Monitoring your call data to find out who contacts you and when will help you know what to expect and how to prepare for the true volume of calls you receive – and helps guarantee a seamless experience for callers.
Allowing you to break down your time more accurately
How much of your firm’s time is spent paying invoices? Or on the phone to suppliers? Or soliciting new business? You may have a time management system in place already, like Clio or ProLaw, but with hybrid offices making things more complicated, it’s helpful to have as much hard data as possible to underwrite the accuracy of your time-tracking. Inbound call data allows you to get clearer breakdowns of how time is being spent across departments. You can use it to get accurate, granular breakdowns of how your teams operate, in order to encourage efficiency and improve overall time management.
Adapting and adjusting your business strategy
Of course, business strategy must adapt to meet changing customer needs, fluctuations in demand, and shifting market conditions. And inbound data provides various valuable indicators that can help inform the best direction for your strategy. For example, call data allows you to monitor the types of enquiry you’re receiving, and in what volume compared to previous quarters. If you need to reallocate resource, make new hires or even make large decisions such as rebranding or developing a new product or service, your call data can provide a useful bellwether for changing customer demand.
Driving change internally
Organisation-wide changes can be hard to implement, especially for larger firms. Since it requires the buy-in of numerous senior stakeholders, it can be difficult for teams to prove the business value of a proposal in a way that gains real traction. Measuring and analysing your call data can help you source the hard data you need to back up your case – making it easier to present findings to senior management.
Staying on top of potential new business leads
Letting phone calls go to voicemail isn’t just bad customer experience – it’s potentially letting new business leads fall through your fingertips at the same time. Even if you’re diligent about returning messages, potential clients have many options available to them and could easily have contacted a competitor before you have the chance to get back to them. With an outsourced switchboard service you can be confident that someone is on hand at all times to field calls, so you never miss a lead.
How ComXo can help
ComXo are industry-leaders in transformational switchboard and business support services, committed to redefining the switchboard for law firms. With a combination of technology and great people, we aim to help you deliver exceptional experiences during every call and communication you receive. We provide innovative 24-hour switchboard services to deliver outstanding customer experience, as well as automatically monitoring inbound call data to generate detailed strategic intelligence for your business. Switchboard data is the key to unlocking continuous improvement across your whole business – from helping you identify efficiencies to boosting new business to analysing customer experience to giving you the data you need to make informed decisions.
