Gone are the days when a basic dial tone sufficed for firms. Today, unified communications is a must-have tool that enhances both client-facing and internal operations — and the rise of contact centre technologies in legal firms is a testament to this shift, states Andrew Moules, founder of Red Rose Technologies
The legal sector has continued its impressive and significant transformation in recent years, driven by the prevalence and demand for more efficient technology. This transformation has also extended to how law firms communicate with their clients and peers. The lines between contact centre (CC) solutions and unified communications (UC) are blurring as firms increasingly recognize the substantial operational and revenue benefits of integrated communication tools. UC in particular has evolved from a mere business utility to an indispensable part of successful operations.
At Red Rose Technologies, we have witnessed this transformation first hand. In the last 12 months, this focus on UC and CC could not be more prominent as we worked on major strategic projects for two very large, high-profile firms — one of which was Ashurst — that have invested heavily in their UC strategies. One project focused on optimising internal relationships and accelerating the speed of first-time resolution on IT support desks, while the other on leveraging contact centre technology to enhance customer journey mapping and overall client experience. What’s even more impressive about these projects was the firm’s sheer willingness and open-mindedness to push the boundaries of a cloud-based platform, and to embrace many different digital communication channels to meet clients’ and internal staff’s communication preferences. This approach allowed them to forecast and plan their cloud journeys well into the future.
Another popular theme across all our projects is the importance of unifying various SaaS investments into a cohesive cloud UC platform. By integrating different platforms, such as case management, customer relationship management, and IT service management, we have made firm’s systems effectively communicate with each other, thus reducing silos and enhancing overall productivity. In addition to these advancements, we are now advising firms on exploring AI communications. Unsurprisingly, more firms want to keep up with the latest trends in AI, and UC is well on that journey — nearly all projects we work on have an element of AI, with a significant focus on user enablement, staff training and customer journey mapping.
Interaction and sentiment analysis empowers firms to identify key conversation moments, topics, sentiment and customer intent. This capability allows firms to address negative situations before they escalate, thus ensuring a higher level of client satisfaction. Additionally, business intelligence derived from AI helps firms make more effective data-driven decisions that can help grow commercial revenues. Firms that are just starting their UC modernisation journey should take small, but significant steps with UC-based AI. You don’t need to opt for all the new features from day one — instead, stay well informed about what AI can do, so that when the time is right, you can match its capabilities with your firm’s goals or challenges.
While AI is a hot topic, we’re also seeing a surge in contact centre technologies. Despite this, I don’t believe law firms are transforming into typical commercial call centres. They’re maintaining their established, trusted ways of client relationships. Instead, contact centre technology and AI-driven communication are proving invaluable in supporting client-facing teams, enhancing their work without sacrificing the crucial human element.
The role of Microsoft Teams
Many firms have a significant Microsoft Teams footprint and prefer to remain within that ecosystem due to system familiarity. There are numerous ways to route voice over internet protocol (Voip) into Microsoft Teams, each with its own benefits and potential pitfalls. For many firms, the voice options available can be very confusing, and decision-makers often don’t have the time to review all possibilities — that’s where Red Rose Technologies comes in. We guide our clients through the myriad options available within MS Teams and we uncover features that decision-makers might not be aware of.
In many projects, we have managed the integration of a strategic third-party telecommunications (telco) providers to serve as the backbone of MS Teams. While Teams acts as the user interface, the telco vendor provides essential services such as service level agreements, true international routing, and disaster recovery and administration. This approach not only ensures reliability and performance, but is also more commercially beneficial — and it’s becoming more trusted and popular among our clients.
Supporting firms every step of the way
Many firms are still transitioning from on-premises systems to cloud telephony, which requires careful planning and execution, and the right adviser. This complex process involves numerous steps, including data migration, system integration and user training. Without a solid execution plan, firms can face significant disruptions to their operations. Therefore, ensuring that firm’s data is accurate and properly structured early into a project is crucial to avoid issues during the transition. As a true end-to-end partner for the legal sector, we are committed to supporting firms through their digital transformation. We assist clients with strategy planning, budgeting, and cost analytics, as well as procurement services and supplier recommendations. We also provide the expertise and resources needed to manage the transition effectively and address any issues promptly — something invaluable for IT teams that are stretched thin or need a subject matter expert.
More importantly, we champion aftercare to ensure technology is adopted and used correctly long after deployment, and that clients get the most out of their new communication systems. This year, Red Rose Technologies is celebrating our fifth birthday, and we are delighted by how warmly the legal sector has welcomed us and our approach to telephony modernisation. As we look forward to the future, we are excited to continue supporting law firms in their UC journey. If your firm is looking to discuss its strategy and plans around UC, we would love to hear from you — we are always here to answer any questions and provide guidance.