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Client Engagement – Old vs. New

Clients desire a reliable lawyer with expertise in a specific field when facing short deadlines or finding themselves in a distressed situation. Financial consultants with a portfolio of successful projects are sought after by clients who want to manage the financial aspects of their businesses. Investors and entrepreneurs would prefer to hire business consultants with a substantial portfolio of growing business ventures.

Aware of this, service providers are continually striving to showcase and demonstrate their expertise and track record. This extends beyond their core work and the word-of-mouth that follows great achievements. Being present online is a necessity that lawyers and consultants have recognized. They began by creating fancy or less fancy websites containing stories about the firm and each team member, as well as lists of past and current clients. However, this proved to be a basic “demonstration of power.”

Potential clients want to know that their consultants are up-to-date with market and legal developments and can instantly provide value.

Elevating Client Engagement

This is why firms have started to demonstrate their expertise by publishing opinions, articles, studies, brochures, and guides on the latest market developments that clients should be aware of. Nevertheless, this has turned out to be a tiresome and time-consuming task.

Imagine a lawyer in the midst of a highly demanding transaction or a financial consultant assisting a client in securing financing for a complex project. Writing an opinion piece on the latest corporate legislation or blogging about recently introduced financial instruments is the last thing these service providers would like to do. Still, they invest their time to stay ahead of the game, even though they won’t be able to bill clients directly for this time.

Furthermore, they won’t be able to measure concrete results from their promotional activities. In the best-case scenario, firms will measure website traffic to see which pages were visited the most. Some organizations will provide emails of key personnel or contact forms, inviting potential clients to submit inquiries about their concerns. However, people will rarely submit questions for various reasons. They are skeptical about sharing sensitive information via email without knowing what they will receive in return. They may also be afraid of incurring charges at the first step.

The conclusion may be that the only tangible result for firms is positive PR, portraying them as experts in the field who are at the top of their game.

But what if such promotional activities, performed on web pages, social networks, printed materials, or in direct communication with potential clients, result in immediate client engagement?

How GapApp Helps Engage New Clients helps firms successfully engage new clients by using promotional content. This way, hours of work invested in such content yield immediate and measurable value.

For example, a firm may publish the latest analysis on regulatory developments in the financial sector on its website and social networks. Instead of just providing an email for more information, the firm could include a link to the GapApp bot. This bot will conduct an interview on the topic discussed in the article with any website visitor. Based on the information received, the bot will analyze the legal issues the potential client is facing and produce a roadmap to address them.

In return, the firm will receive valuable information, such as the contact information of potential clients and an analysis of their legal or financial issues. With this automated process, service providers get the two main benefits:

  1. They save a significant amount of their valuable, non-billable time in the client engagement process. 
  2. They instantly get valuable information about prospective clients.

After this crucial first step, a higher level of trust is established between a firm and its potential clients, which leads to concrete business engagement. The firm will follow up by making an offer for its services and finalizing a deal with a new client.

In the following stages, firms can continue to use GapApp to continuously monitor the level of compliance of their clients in a specific field.

Could this work for you?

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