The connection between customer experience and business growth

The connection between customer experience and business growth

By Jarrod McAleese • Feb 2021

Queensland’s property industry is undergoing significant transformation. Per land registry data, the majority of transfer lodgements are now being processed electronically in the state.

But the sector’s legal practitioners continue to navigate this sizeable change and challenges posed by COVID-19 – as they lead the digitisation of buying and selling property for consumers. 


Keeping pace with customers 

As matters continue to move online, away from the constraints of physical settlement and associated administrative work, more time is being freed up for firms to reinvest into clients. 

Paralleling this rapid market transformation is an ongoing evolution of customer expectations, with the demand on practices, the technology they utilise, and the service being delivered growing exponentially. 

Leading industry advisor Carl White, Director and Chief Experience Officer, CXINLAW previously wrote in Property Now that “most clients would tell you that excellent legal advice is expected, with customer experience (CX) now separating the best providers from the rest.” 

“Focusing on the clients’ experience is one of the most overlooked yet cost-effective and high-impact ways to grow your firm, embed a service culture and outperform in the marketplace,” White said. 

This reinforces the prevailing understanding within property circles of the distinct correlation between a leading CX strategy and overall growth for the organisation. 


CX in action 

In theory, the concept is simple – deliver an outstanding customer experience and reap the benefits. But what does this look like in practice? 

Chris Collinge, Managing Director, bytherules Conveyancing explains that reflection is critical on both where you are and where you want to be with your service delivery. 

“We believe in a great client experience, and have always assumed our customers had them, but it wasn’t until we brought it to the fore and made a determined effort to measure it, that we realised we had to do more.” 

And it’s this introspection that can help drive decisive action. 

“Since implementing our CX program, based on the well understood Net Promoter Score (NPS) system, bytherules’ client satisfaction levels has greatly improved. As a result, our business has grown significantly and the percentage of business we get from referrals has jumped from 65% to over 90%.”  

“Focusing on the client experience by its very nature causes you to examine and improve multiple aspects of your business. I believe in this so strongly that I can confidently use our NPS score as the thermometer of the health of the business.”

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