Bernadette Bennett, Moneypenny
By Legal Futures Associate Moneypenny
Client service excellence in the legal sector goes far beyond the transactional. It lies in ensuring that clients feel valued and cared for. This is particularly true in the wills and probate arena, where empathy and listening skills are essential.
Here, industry heavyweights Bernadette Bennett – head of the legal sector at leading outsourced communications provider Moneypenny and Paige Gouldthorpe – chair of Women in Wills, explore precisely what excellent client service looks like in wills and probate today and discuss where there may be room for improvement.
Bernadette: Legal is one of Moneypenny’s largest sectors, and we have specialist receptionists handling millions of calls and chats a year for around 1,000 law firms of all shapes and sizes. Firms that focus on wills and probate are included in that number, and we use the skills of our highly trained, knowledgeable and empathetic team to meet their needs.
Our relationship with Women in Wills also helps to inform our approach further. Paige, it would be really useful to know from you why you feel excellent customer service is so important in the wills and probate sector.
Paige Gouldthorpe, chair of Women in Wills
Paige: Well, typically, when you are instructed in this area, it is at a detrimental stage in someone’s life (whether that be bereavement, lack of capacity, or estate planning), and therefore, emotions are heightened. If you don’t treat your client with care and respect, you will never reach the best outcome for your client. Throughout my career, it has become apparent that a client will only fully open up to you and share their needs if you take a client-centred approach.
Bernadette: It’s vital to prioritise the act of really listening to clients, and it’s something we encourage our call handling and live chat teams to do. We find that wills and probate clients are looking for a calm and reassuring voice and their individual stories and circumstances to be heard. Plus, they’re looking for firms to be responsive and accessible. Does your own experience as a lawyer reflect this?
Paige: Absolutely. For me, excellent customer service means being there for my clients and being able to give them the assurance they need in an informal capacity, reminding them that I am human and that I have been through similar experiences and emotions. Empathy and communication are key.
Sometimes, a very vulnerable person needs a cuddle, and having the confidence to do that, but in a professional capacity, will set you apart from your competition.
Being a good lawyer means translating the law into layman’s terms, making it simple and accessible. We, as lawyers, should take the brunt and stress of the system so our clients don’t feel that way—this is why we are paid to do the job.
Rudeness, judgment, tardiness and ignorance are the biggest customer service turnoffs. You need to be open to learning more and not assume you know everything—that is huge!
Bernadette: The human touch is invaluable. To improve the client experience, legal firms should stand in their clients’ shoes. By demonstrating sensitivity, patience, and knowledge, you can put nervous, vulnerable, and stressed clients at ease. This also allows firms to glean greater insights into clients’ needs, which can be useful to help shape future service delivery.
Boosting this type of client experience and customer care in the legal profession is vital. Paige, will it form part of your overarching plans during your tenure as chair of Women in Wills?
Paige: As chair, I have five goals that I want to achieve for Women in Wills. Those are to provide and offer a support network to professionals in the private client legal sector; grow our following/audience as a society; give back to charity and raise awareness of charitable causes; collaborate with other businesses such as the Society of Will Writers, Estate Planners, CILEX Lawyers, Paralegals, etc and promote diversity and inclusion in the sector.
My primary mission is to be kind, loving and warm, to show that being an empathetic woman doesn’t make me a weak lawyer!
Regarding enhancing customer care, we must pave the way for the next generation – to show them that you don’t have to hide behind a law firm’s name, be untouchable or be ranked the highest in the Legal 500 to be a good lawyer. If you are changing or helping your clients at the most challenging time in their lives, then you have done a good job.
