Here’s more great customer service…
How many inspiring quotes showed up in your Instagram feed this week? If you’re like me, you probably don’t give them a second thought (not when there are dog videos to be watched). But there is a reason people post them, right? We all need a little motivation injected into our day.
In early June, Zendesk published a list of customer service quotes to inspire us customer service professionals to be the game changers we always strive to be. That got me thinking, if I could be a bit more open-minded, could these small moments of inspiration actually make a difference in my day? How would they apply to the work that my teams do on a daily basis? How good are we, really? Clio is well known in the legal space for its outstanding customer service (we’ve even won awards for it), but could we measure up to Zendesk’s post? Here’s how it shakes out for me and my fellow Clions.
“When I think about great service, it’s about how you take every interaction you have with the customer and use that as a way to improve their perception of your organization.” - Jon Herstein, SVP of customer success at Box
When it comes to the legal technology space, most people would agree that Clio and great customer service are synonymous. This is a relationship that we fostered very strongly, right from the beginning. Our sales organization can throw deals over the line by reminding prospects how good our customer service is. Any other product would have to lean on survey ratings and awards to prove to potential clients that their service is far ahead of the competition—at Clio, that reputation precedes us—we have the ratings and awards too… they don’t hurt!
We have worked tirelessly to not only maintain the outstanding level of service our customers expect, but to make our customers a part of the Clio family. We have clients that call simply to run an idea by us, or because they are having a bad day; we have grown beyond the traditional support model and become trusted business advisors. We are the silent (but chatty) partner that customers trust.
We have clients that call simply to run an idea by us, or because they are having a bad day; we have grown beyond the traditional support model and become trusted business advisors.
“Being on par in terms of price and quality only gets you into the game. Service wins the game.” - Dr. Tony Alessandra, author and business expert
Who says these are two separate things? The service that wins the game is a critical part of the product we offer at Clio; it is embedded in the very fabric of our operation. This isn’t a case of either or, or one before the other—we have a quality product that is going to offer results, and that includes incredible service from our customer experience teams, sales teams, product management teams, and our executive team. Clions on all levels are the silent partner in the law firms that employ our software, and that is what takes our customer success to the next level.
Clions on all levels are the silent partner in the law firms that employ our software, and that is what takes our customer success to the next level.
“There are no traffic jams along the extra mile.” - Roger Staubach, NFL Hall of Famer
Ah, this old adage! When we first blew open the legal tech scene by moving legal practice management to the cloud, there were no traffic jams from competitors—we were basically the only car up there.
The very same thing happened with our customer service teams, but not in the way you would think. In the early days of Clio, our first customer, (she’s still with us), a New Jersey attorney named Catherine Merino Reisman was starting her own firm after 20 years of working for others. Together, we embarked on an incredible reciprocal journey. As we were figuring things out, Reisman would contact our cofounders Jack Newton and Rian Gauvreau with bugs, feature requests, or late-night musings, and they would be quick to work her requests into the early versions of the software. Newton often tells the company that some of those conversations were frustrating for all three of them. He always reminds us that Reisman could have given up on Clio, but she didn’t. Their relationship helped build the Clio that tens of thousands of lawyers use today.
In 2017 Newton and Gauvreau created The Reismans, a program designed to recognize the best and brightest in the legal space.
When we first blew open the legal tech scene by moving legal practice management to the cloud, there were no traffic jams from competitors—we were basically the only car up there.
“Success is not defined by the ability to have no complaints, it is defined by the ability to deal with them.” - Mikkel Svane, founder and CEO of Zendesk
Escalations: everyone has them whether they want to admit it or not. When it comes to escalations, our teams are set up for success. It isn't just team leads or managers that can take next-level calls; some of our senior agents have escalation training and can take those calls at any time. You won’t hear the words “all our supervisors are unavailable” come out of any of our agents’ mouths. At the same time, our frontline agents are encouraged to try and take escalations themselves, and more often than not they are able to de-escalate a situation without it ever having to change hands.
Negative survey results? We’ve all been there… but what do we do about them? When it comes to surveys, we have a simple rule. Everything gets a follow-up—everything. We send out CES (Customer Effort Score) surveys to our clients (which are rated from 1-7.) If the survey is a 7, we are reaching out to thank them for the positive feedback and make sure there is absolutely nothing else we can do for them. Anything less than a 7 is an opportunity to make a 7—and we need to grab that! This is especially true of the 5s and 6s. As customer service professionals, we spend so much time trying to convince the unhappiest 1s to see our value; but what if we invested our effort in those that are just missing that extra little something to put them over the edge?
The 5s and 6s that come into your department are usually looking for something simple like a small feature tweak, a service change, or a cosmetic change in your product. Take the time to listen and isolate what you can champion for them. I’ll give you an example—we are currently rolling out in-app support chat to our clients, which we’ve released slowly so we can monitor the amount of inbound volume coming in. I had a customer that rated my team a 6 on the CES score but said that she would be happier if the hold times were slightly less. I responded to tell her that I was flipping the chat feature on in her account. Her next interaction came to us through chat, and she rated us a 7. I am very confident that the responsiveness we showed to her concern and the solution we presented is going to be a huge contributor to her becoming an evangelist. I would wager anything that it would impact her NPS rating too! This stuff adds up, so don’t overlook the little ways that you can respond to these concerns.
You won’t hear the words “all our supervisors are unavailable” come out of any of our agents’ mouths.
“To be great at something, you have to come at it with passion, or not at all.” - Peachy Garcia, Senior Customer Advocate at Zendesk
This one is so true about Clio Support, it makes me chuckle! So many contact centres hire people to be warm bodies in seats—not us. Our team loves helping people and they are passionate about it. Our team loves the company they work for and they are passionate about it. It’s simple; if they don’t meet this criterion, they don’t get a job with us. That’s why I can look around Clio and see people in any department—Strategic Partnerships, Marketing, Development, Sales, and Business Operations that started in Customer Experience. They love our customers; they love our company. It’s that passion that drives them, and all of us at Clio.
David Perry is the Customer Support Manager at Clio–Legal Practice Management Software. Armed with an acting degree and a love of beer and people, he is forging ahead in the world of customer service leadership. When not at Clio, he is fighting for craft beer consumer rights and reform in British Columbia as President of the Vancouver Branch of CAMRA BC, playing Ultimate with the Vancouver Ultimate League, or teaching ITF Taekwon-do. Find David on Twitter: @davidjp87.