When I joined Cranfill Sumner & Hartzog in 2012, I was the first marketing and business development professional for the firm. I was excited to move the firm ahead of the digital curve instead of catching them up on the more traditional ways of marketing.
One of the firm’s largest practices is its workers’ compensation defense practice. Workers’ comp is a form and formula driven practice, including many statutorily defined calculations that North Carolina employers and their insurance adjusters, both of whom CSH Law represented, had to calculate day in and day out to assess exposures and liability.
One of the basic tenets of business development is to work to keep the clients you have. It costs less to retain a current client than it does to acquire a new one. My primary goal with the CSH Law Workers’ Comp Microsite (www.cshworkerscomp.com) was to use digital to improve the client experience. I wanted to provide them with a helpful tool that they would use everyday and would make their lives easier.
Talk to Your Clients to Understand What They Need
At the outset of the project, I interviewed several of the firm’s workers’ compensation clients. The clients I spoke with were eager to tell me about the challenges they faced in their day-to-day work lives. Budgets were being cut which meant they had fewer resources to do their jobs and less time to do them. Many were still using an antiquated date forecasting wheel to figure out days between dates. They were forced to cancel subscriptions to legal publications had provided them with important case updates. “We are now at the mercy of defense firms to keep us informed,” one adjuster told me.
Even adding a client portal to your website through which clients can upload documents or view and pay bills would elevate your firm past many of your competitors, and your clients would thank you.
The Microsite was launched at the firm’s 2014 Fall Seminar to a room of 200+ adjusters, in-house counsel and employers. Clients were immediately impressed by the resources available on the site, including the calculators. One adjuster claimed:
“Thanks ever so much for this! I’m sure the adjusters are kissing the ground you walk on for setting this up. Certainly puts your firm ahead of the others.”
– Claims Analyst, National Restaurant Company
Investment in Technology Leads to Increased Face Time for Lawyers
The Microsite also provided CSH attorneys with an opportunity to publish and increase their visibility with adjusters using the site. In the months following the Fall Seminar, CSH Law workers’ comp attorneys had an additional “reason” to visit their clients – to assist with training on the Microsite and its features. The additional face time allowed them to get valuable feedback for additions and improvements to the site, and to get additional files, new work, from the adjusters they visited.