How to use technology to win more clients

Client relations are not just important – they are the cornerstone of success for small firms and sole practitioners.

Building trust and maintaining strong relationships can be the difference between growth and stagnation.

This challenge has become more pronounced in recent years due to changing client expectations and increasing competition.

Clients expect not only legal assistance but also an efficient, seamless experience.

This shift has led many firms to explore new strategies, with technology playing a pivotal role.

According to Clio's 2024 Legal Trends for Solo and Small Law Firms report, 44% of solicitors expect legal technology to enhance client relationships.

Leveraging modern tools is not just a way to boost efficiency but a critical part of ensuring client satisfaction and loyalty.

The changing dynamics of client relations

Traditionally, small law firms and sole practitioners have relied heavily on personal rapport to build client relationships.

Firms often depended on face-to-face interactions, personalised services and manual processes to manage client relations.

However, as the legal market becomes more competitive, banking on these traditional methods is no longer enough.

Clients today have higher expectations around communication and transparency. They want regular updates, easy access to legal advice and streamlined processes.

For small firms and sole practitioners, meeting these expectations means adopting new strategies to manage client relationships more effectively.

From CRM to AI – the role of technology in client relations

One of the solutions that can make the most impact is customer relationship management (CRM).

These platforms allow law firms to track client interactions, streamline communication, and ensure a more personalised experience.

With a CRM system, solicitors can access a detailed history of a client's case, billing information and previous communications – enabling them to provide faster, more tailored services.

Artificial intelligence (AI) technology is making significant strides in supporting legal practices.

From automated billing and document generation to advanced legal research tools, AI reduces the administrative burden on solicitors, allowing them to focus more on what truly matters: their clients.

Despite the barriers to widespread AI adoption, including regulatory concerns, cost and technological constraints, the potential benefits make AI tools an attractive option for forward-thinking legal professionals.

Client communication strategies

One of the critical pain points for legal clients is poor or slow communication.

Clients want to be kept in the loop about their case progress, deadlines and billing status, but many firms struggle to provide these regular updates.

Technology offers a solution.

Automated reminders and status updates can be set up through CRM systems, ensuring that clients receive timely information without the solicitor manually checking each case.

Flexible payment plans and online payment methods

Economic conditions often significantly impact clients' ability to pay for legal services.

Clio's research shows that 60% of UK firms surveyed offer flexible payment plans to accommodate clients' financial circumstances.

This strategy boosts satisfaction and helps retain clients who might otherwise find it difficult to afford legal services.

Additionally, the widespread adoption of online payment methods has transformed how law firms handle billing.

In fact, 96% of firms now offer online payments, speeding up the collection process, improving firm cash flow and reducing administrative effort.

They also provide clients with a convenient way to settle their bills.

While only 40% of the UK firms Clio surveyed currently use automated payment follow-ups, automation tools can also send follow-up reminders, helping firms get paid faster.

Balancing tech with the human touch of client service

Client relations thrive on trust, empathy and personalised attention.

While technology offers undeniable benefits, these are essential human qualities in legal services that technology cannot replace – no matter how advanced.

For sole practitioners and small firms, the challenge lies in balancing tech adoption with maintaining a personal touch.

Many successful firms blend the two approaches. They use technology to handle administrative tasks and improve efficiency while prioritising personalised client interactions.

Whether through face-to-face meetings, customised emails or quick phone calls, small firms can use technology to free up time for more meaningful client interactions.

The next five years in legal client relations

Emerging virtual and augmented reality technologies will likely shape legal client relations.

Imagine clients attending virtual court hearings or reviewing documents in a digital space, making the legal process more accessible and transparent.

At the same time, firms must invest in continuous training and development to ensure their teams can effectively leverage these new technologies.

Keeping up with technological advancements is critical to staying competitive and providing clients with the best possible service.

Embracing technology as the key to success

Small law firms and sole practitioners are embracing technology and evolving client relationship strategies.

The key to success lies in combining technology's efficiency with the empathy and care that clients value.

By doing so, law firms can meet the growing demands of the modern legal market.