Improving the B2B Professional Legal Service Customer Experience by Leveraging AI and Related Technologies

Petersen, Mecia (2019) Improving the B2B Professional Legal Service Customer Experience by Leveraging AI and Related Technologies. [Dissertation (University of Nottingham only)]

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In conjunction with V Formation, a Nottingham-based marketing and public relations agency, the researcher aims to establish what the current customer journey for business-to-business (B2B) legal services looks like; propose a revised customer journey map for the sector and provide suggestions on how to increase client satisfaction along this journey by the use of AI and technology.

The scope for this project was limited to Professional Services - Legal B2B - Private Business.

The research sample comprised four legal firm representatives and four V Formation representatives; with the view of gaining insights into the customer journey process from both perspectives. Data was collected via in-depth interviews and analysed using the content analysis method, to identify emergent themes.

Analysis revealed that both legal firm representatives and V Formation employees expressed a desire to better leverage data at their disposal; due to technological advancement it has become increasingly difficult for one firm to possess all the competencies required to service its client base optimally and law-tech has made legal resources more accessible to the layperson. Thereby, increasing the competitiveness of the B2B environment.

The proposed customer journey model illustrates the intricacies of V Formation's relationship with its legal clients, highlights the importance of the relationship building phase by leveraging channels such as customer feedback and suggests an internal multi-touchpoint approach alternating between firm partners and lawyers. Therefore, enabling legal firms to balance personalized service with resource allocation.

Recommendations include offering software as a service; leveraging complementary platforms to enhance core capabilities; developing a legal digital interface and maximizing interactive online platforms. Thereby, facilitating an optimal combination of human and technological attributes to deliver an improved customer experience.

Item Type: Dissertation (University of Nottingham only)
Keywords: Customer experience, Customer satisfaction, Multichannel, B2B, Law tech
Depositing User: Petersen, Mecia
Date Deposited: 13 Dec 2022 14:03
Last Modified: 13 Dec 2022 14:03

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