Mills & Reeve’s Fearless Feedback client listening programme is widely recognised as one of the best in the professional services sector. But now, CoreClarity is helping the firm unlock fresh insights that are driving its “client experience first” strategy further. Kirsty Shenton, Head of Client Care at Mills & Reeve explains how.
Kirsty and her five-strong client care team lead the annual Mills & Reeve Fearless Feedback survey with some 1,000 clients responding to the six-question survey.
“Client experience groups that include senior board members, people across the business and my team look at the data and analyse it each year to identify pinch points and prioritise what are we going to do in response. Working with client experience partners across the firm the data is used to make improvements from the bottom up.”
A programme of continuous improvement.
Every five years, the firm also undertakes a detailed strategy review where it draws on data provided by more than 60 hours of deep-dive interviews with clients.
“In 2019, when the last review was conducted, nobody knew there was going to be a global pandemic or that generative AI would be everyone’s friend,” says Kirsty. “We now have four different generations working in the business from a wide variety of backgrounds and we need to work out how that all sits with our clients.”
With 60-plus hours of recorded interviews, Kirsty and her team were facing three full weeks of intensive manual analysis based on these transcripts and video interviews.
Kirsty explains:“We designed the questionnaires and led the interviews so had a gut feel for what we were being told, but a gut feel is not good enough to determine a five-year strategy.”
Timing and insights – the AI-use case
Meridian West has known the Mills & Reeve team for several years, joining marketing and client care team meetings and presenting to the firm’s partnership.
This year Mills & Reeve have deployed Meridian West’s new AI platform, CoreClarity, which helps professional services firms manage, analyse and more easily report data insights firms from client listening.
“The timing was perfect, the firm was looking at AI and how it can assist us. The strategy review and the large amount of data it created was the perfect use-case we needed to see what AI could do.”
Working alongside the firm’s chief technology officer, marketing director and digital teams, three weeks of manual data analysis was crunched in just two days.
Meridian West’s CoreClarity platform quickly creates transcripts of individual interviews and detailed, user-friendly summaries. It also creates succinct summaries that identify themes from across the entire dataset both visually and in text form.
But what stands the Meridian West platform apart is the ability to interrogate the data even further. It can, for example, pull out interesting and significant quotes and allows users to ask it questions such as ‘what do education clients think about X’, or ‘are tech businesses concerned about”.
“It is providing much more than insights on client listening and strategy, it can provide genuine thought leadership insights across the firm.”
Hyper personalisation
The truly exciting prospect is the ability of CoreCLarity to create hyper-personalised insights that allow firms such as Mills & Reeve to not only shape its strategy but give its people the all-important insights that support business development.
“It is much more than an AI platform to help us understand what clients think about the firm. CoreClarity helps us make greater sense of our clients’ industries. CoreCLarity is great, and my team are using continually. It has moved us forward massively. It helps us to get to the nub of what we’re trying to get to.”
The collaboration between Meridian West and Mills & Reeve is creating greater efficiencies the business demands and the insights it needs to deliver the very best customer experience possible.
CoreClarity
CoreClarity is a game-changer for professional services and B2B firms, designed to help them maximise the value of their client insights and interviews. It was developed by Meridian West with AI company, Rubiklab.
Unlike off-the-shelf generative solutions, this platform is tailored to seamlessly integrate with existing data collection processes, allowing firms to rapidly and efficiently analyse vast amounts of qualitative data from surveys, interviews, and other sources. The platform’s advanced natural language processing capabilities and machine learning algorithms enable it to identify key themes, sentiment, and trends across multiple data sets with unparalleled depth and accuracy.
The user-friendly interface makes it easy for firms to explore and visualise the generated insights. Users can ask specific questions and receive tailored responses, providing them with the information they need to make informed decisions.
By offering a comprehensive suite of tools for data analysis and insight generation, all while maintaining the highest standards of security, the Meridian West AI platform enables firms to develop strategies that are closely aligned with their clients’ needs and expectations. This innovative solution is set to become an indispensable asset for professional services firms looking to stay ahead in an increasingly competitive market.
