Marc Gericó: “The legal sector has traditionally been reluctant to change the way it works and relates to its clients. In the wake of the pandemic, it has experienced a strong and rapid change in terms of digitalization, new ways of working and flexibilization of its traditional models”

Law firms, in recent years, are facing constant changes that require great adaptation. Many of these firms have sought to improve processes, measure and optimize their profitability or gain market share, both in current markets and in new business niches. In today’s market, it is becoming essential to build client loyalty and introduce new technologies to position firms. However, some firms are still relying on “word of mouth”, not betting on new forms of Communication, Marketing and Business Development techniques. Our Managing Partner, Marc Gericó, has participated in an interview, conducted by LexGoApp, in which he analyzes the evolution of the legal sector in the midst of the pandemic.

The pandemic and law firms

In Gericó’s words, “law firms have demonstrated a great capacity for resilience and ability to adapt to change in this COVID-19 environment”. All this, starting from a sector that has always been little inclined to change both the way in which it carries out its work and the relationships it generates with its clients.

However, “the pandemic has meant that law firms have had to open up to digitalization, leading to a more flexible approach to both their work and their relationship with their clients”. And not only that. They have also had to deal with the difficult situation caused by the pandemic, which has gone beyond their own businesses. Many firms “have had to help their clients through a process that has been complex and with a high level of uncertainty, which continues to this day,” said Gericó.

LegalTech tools and the digitization of law firms

Technologies are becoming more and more common and law firms are increasingly using them to take advantage of them and position themselves better. However, new technologies and their use depend a lot on the firm. It is essential to know what need the firm is seeking to cover when it comes to using technology. It must be clear whether they are “tools to optimize internal processes” or whether they are “technology that provides a better service and added value to our clients”, added Gericó.

Marketing, Communication and law firms

The positioning of companies, reinforcing their image, communicating their values and differentials, as well as the entire Business Development aspect, has become essential, especially since digitalization and the pandemic.

This is how the expert explained it, while noting that for the development of any type of action, the Marketing and Communication departments have become essential. Concepts that a few years ago were unusual, today have become fundamental “in order to measure the actions that are carried out”, says Gericó.

He also recommends, in terms of marketing decisions, that “companies should be truly customer-centric, always putting the customer at the center, keeping them close, knowing their needs first hand, anticipating future needs and being more strategic and less reactive”.

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Gericó Associates is the leading legal marketing, legal communications and business development consulting firm in Europe and Latin America. If you need advice for your law firm, please contact us by clicking here.