Client
PLMJ
Challenge
Identify and improve the customer journey around PLMJ’s legal services
Impact
A step further to a modern way of approaching legal support based on efficiency and trust
Improving the customer's journey within legal services
A new challenge arose to partner up with one of the largest and most senior Law firms in Portugal, PLMJ.
It is no novelty that, across all industries, businesses are moving towards customer-centricity. While the legal sector is well known for its traditionalism and conservatism in its ways of working and organisational culture, PLMJ has been looking for ways to become more human-centred and promote continuous improvement. With the most recent PLMJ project, we collaboratively helped them reach one step further while digging into customer-centricity in the legal industry. We engaged with a team that was ready to step out of their comfort zone and initiate conversations directly with their customers. Not only speaking to the customer but also eager to hear and adapt to what came from their insights.
PLMJ had been exploring the topic of Customer Experience already, by experimenting and testing some internal initiatives in the digital environment. Furthermore, through this partnership, they took a step forward by listening carefully to what their customers had to say.
Koos was a fantastic partner in helping PLMJ explore customer-centricity in the legal industry. With their expertise and collaborative approach, we were able to dive into the design process and take a step forward in improving the customer journey around our legal services. Working with them brought a fresh perspective and innovative approach to our strategy.
A collaborative approach, from internal to external
In the B2B model, it might sound risky to challenge your customers, inviting them to be part of an iterative design process. Nevertheless, we had an extremely positive experience once the collaboration began. Clients, employees and partners worked together to make the experience relevant and transparent as PLMJ sought.
The project started with a strategic immersion, which included several conversations with internal stakeholders. Moreover, we created a context map booklet and handed them to employees so they could add their perspectives on the different journeys of interaction and contribute with their knowledge.
The next step was the co-creation of an inside-out customer ecosystem map, together with the different members of the law firm’s team. Having the data at hand and visualised makes it possible for the group to analyse and decide (without biases) on the most critical customer journey to be addressed.
After 1099 post-its with insights, we used generative techniques to uncover as many insights as possible about the real needs, pains and gains the customers’ experience when interacting with PLMJ. Based on the main findings and insights, we developed the journey together, including the perceived emotional curve.
We carried out a brainstorming session to ideate possible solutions for opportunity areas with 14 stakeholders and 3 clients. The promising ideas led to the development of 8 detailed concepts and a desired journey. As expected, none of these would go to implementation without validation with real customers. After coming up with a prototype, we tested it in a Design Sprint with 6 legal directors and current PLMJ clients.
Next steps
The involvement of the project team and key stakeholders in the interactive sessions brought great learnings for Koos.
In the words of Artur Poluektov, Account Director at Koos, “We are not lawyers and for that, we have trusted our open and continuous dialogue with the PLMJ team. It has never been a problem that we are not experts in the legal sector. Actually, it was even better not to be. It enabled us to develop genuine interactions and ask unprecedented questions. When it came to building a prototype, the experts’ opinions were essential. They made it possible to bring the solution as close as possible to the universe of the legal industry”.
The project is only the beginning of a long partnership to redesign what used to be a traditional type of relationship between lawyers and clients towards what PLMJ is looking for – A modern way of approaching legal support based on efficiency and trust.
