We have talked about chatbots on several occasions in the past. Most of those targeted legal consumers. Today, we’ll have a look at how a chatbot could benefit your law firm.
Let’s start by defining what a chatbot is. A chatbot is a computer program designed to mimic human conversation. It is typically powered by rules or by more advanced Artificial Intelligence technologies like Machine Learning. Most chatbots are text-based, but more advanced ones like Siri or Alexa, are voice-based. In law firms, they are often used for simple tasks like increasing lead generation, client intake, booking an appointment or accepting payments. More advanced legal chatbots can generate, review and analyse legal documents.
You may think a chatbot is not for your law firm, but you’d be mistaken. There are many benefits, both for your clients and prospective clients, as well as for your law firm.
What makes chatbots attractive to the legal consumers?
- First, there is the unprecedented popularity of messaging apps. One of the reasons chatbots can be found everywhere is because they became popular on messaging aps. The first chatbots appeared on Facebook Messenger and soon after were offered on other platforms like Skype, weChat, Telegram, Slack, Kik, Line, and SMS.
- People love their mobile devices, and chatbots are typically designed for mobile first.
- People love to text. Did you know text messages boast a 98% open rate? Chatbots benefit from this.
- People love interaction, and chatbots are interactive. They increase engagement.
- Chatbots are available 24/7.
- Our online culture is an instant gratification culture. Chatbots can give instantaneous responses. Research shows that 70 % of consumers prefer a chatbot to interacting with a human being, if it means they’ll get an instantaneous response.
- Chatbots can mimic lawyers for several tasks, which means the legal consumers who need those services can get their needs met faster, and typically at a lower or no cost.
What are the benefits for your law firm?
- Because consumers love interaction, conversational marketing has become a key part of promotion for any business, including law firms.
- Chatbots can perform repetitive tasks that lawyers do. They have proven useful in:
- Client acquisition and intake, as well as lead generation.
- Answering FAQs, so you don’t have to email back and forth answering questions you are frequently asked.
- Document generation and review.
- Using chatbots to take care of repetitive tasks therefore leaves you more time for more productive and profitable endeavours.
So how do you get started? Once you know what you want your chatbot to do, there are plenty of tools available. In his article, “5 Often-Overlooked Steps to Building a Useful Chatbot for Your Law Practice“, Tom Martin from Lawdroid explains the best way to proceed. He outlines 5 steps.
Step 1 is to determine what your chatbot’s purpose is. Do you, e.g., want to use it to allow new clients to enter their details into your system and book an appointment? Or do you want a more advanced bot who, e.g., can generate or analyse legal documents? Be as specific as possible.
Step 2 is to determine where your bot lives. Will you offer your chatbot on your website, or on Facebook, or Whatsapp, etc.?
In step 3, you choose your bot’s personality: its name, visual style, backstory, and the conversational tone. (People enjoy a bit of humour). Make sure you also tell people they are dealing with a chatbot.
Step 4 is to determine your chatbot’s conversation structure. Martin breaks this down in six components. First, you need to do some preparation where you look at some essential questions like who your target audience is (e.g. existing or new clients), what they are trying to do, and what they need for that. Next, you can diagram your dialog tree, where you map how the conversation can unfold. Let your chatbot start the conversation with a greeting, and make sure that you manage the users’ expectations: explain what the bot can and cannot do. Martin calls the next step the “Glide Path to Goal”: the conversation should lead the user to a goal, and to reach that goal as effectively as possible, open-ended questions should be avoided. So, it’s good to suggest possible answers the user can choose from. Once the conversation is ended, and the goal is achieved, it’s good to thank the user, and to provide him or her with a deliverable or a specific call to action. Last but not least, make sure you pay sufficient attention to error handling.
In the fifth and last step, you choose what tools you will use to build your bot. Martin’s article includes a checklist and a list of available platforms.
The checklist includes the following items:
- Is creating the chatbot free or paid?
- Is any coding required?
- What are the publishing platforms for the chatbot?
- Does it use or need Artificial intelligence?
- How are the third-party integrations with apps like Gmail, MailChimp, Office 365, etc.
- What are the supported languages?
- What is the recommended use? (You don’t need a bot, e.g., that uses Machine Learning if you only want your new clients to fill out their details).
If you want to build your legal chatbot, the following platforms are currently available:
- Dialogflow (formerly API.ai)
- QnA Maker
- IBM Watson
(In his article, Martin goes over the checklist items for each of these platforms).
Let’s leave it at that for now. We’ve only been able to scratch the surface of this topic. The articles listed below can help you further.
- How can Chatbots Help Your Law Firm? With Tom Martin, youtube.com/watch?v=orKkCkFLACo