With an increasing number of tools being used in day-to-day law firm operations, how can we ensure that relevant information is communicated effectively and reaches our clients? What does modern communication involve? With these questions, Wednesday’s Tax-Tech Clubhouse discussion with hsp Managing Director Paul Liese tied in with the central theme of client information.

Dry, factual information has had its day; clients are now kept informed in a more contemporary way: the service provider Wiadok therefore develops personalised, cross-media communications for law firms – the focus is on providing comprehensive coverage of economic topics and supplementing this with tax-related insights. Content partners include Business Insider and Welt, amongst others.

Communication includes news about new tools, their functions and possible ways of combining them. The software manufacturers involved in the discussion would like to share this information with their clients. Through Wiadok, clients could be provided with targeted information about products that offer added value. A win-win situation for everyone: a reduction in workload for law firms, more clients for the software manufacturers and relevant content for Wiadok. Synergies and opportunities for collaboration were becoming apparent here.

Another insight from the evening: newsletters and email are becoming less important as communication channels. The key to ensuring the message is viewed is an anchor and a personalised approach. At Wiadok, the subject line and tagline make it clear that this is an information package put together specifically for the recipient – they can tailor it to their interests and choose their own topics. The most widely used format at Wiadok is still emails with PDF attachments.

However, video content is rapidly gaining ground. The company d.velop sign therefore uses short, one- to two-minute videos to showcase new software features. Videos also spread more quickly within an organisation than a newsletter or social media posts. As there are different points of contact, however, every form of content is still offered. Innotax GmbH Steuerberatungsgesellschaft also produces short clips for its clients – as the firm knows their needs best, it does not outsource content creation.

When will the ‘dinosaur’ law firms go extinct?

The second topic of discussion at the meeting was the ‘dinosaur’ law firms, those that do not digitise. How quickly will they disappear? A Datev benchmark two years ago put the proportion of law firms that had gone digital at just in the high single figures. Several factors were cited as the cause: the healthy order book means there is no pressing need to rethink things; the problems lie with the client base and the law firms themselves.

Start-ups want efficiency and digital communication. They look for forward-thinking law firms that can deliver on that. Older clients, on the other hand, place greater value on sound advice and are prepared to pay more. They have no problem bringing in documents in a shoebox and are looking for a long-term working relationship. It is only when the client base changes that tax advisers will adapt to the new requirements.

The profession needs to move with the times, yet there is a great reluctance to embrace change. If a firm’s own processes are not digital, it cannot advise clients or support them through the transition. Many are waiting for fully developed systems, are not getting to grips with new technologies, and are missing the boat.

Alongside the ‘dinosaur’ law firms and the few modern ones that operate entirely paperlessly and expect the same from their clients, there are a large number of law firms that are feeling the pressure to digitise but do not know how to go about it. Tools are being tested, but not used on a large scale, even though it would be possible, for example, to process digital documents across all interfaces.

Software manufacturers can win over these law firms by providing better information – there is certainly no shortage of enthusiasm. To what extent are developers responsible for delivering on this? D.velop Sign specifically seeks out champions amongst clients who can drive the initiative internally and act as first-level support for any queries. To this end, traditional support within the company is being replaced by a new unit, Customer Success, which kicks in after the sales process and, as a dedicated point of contact, aims to anticipate clients’ every need. Content is created proactively and communication is kept alive through events, newsletters and videos – law firms simply do not have the time to play an active part.

At the end of the talk, someone in the audience pointed out that software is not being used, if the firm’s processes are not suitable, and that the manufacturer can provide assistance in this regard. It would be helpful to integrate various products into a process chain to demonstrate the added value. After all, many law firms lose track of the big picture given the vast range of products on offer.

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