About LEAP

LEAP Legal Software is a multi-award winning global SaaS software business focused on providing everything needed to run a law firm. Its Case Management and Accounting Software for Law Firms is a completely integrated solution. Productivity tools include automated document production, time recording, billing and legal and client accounting all available from any device. More than 13,000 law firm customers use its software to help their clients.

Unreliable scores and missing important customer insight

Customer service is a core focus for LEAP. LEAP’s UK arm has invested heavily in providing customer support with well-trained support agents based in London and Cardiff who on average complete 650 online support chats per week. LEAP was already using the industry standard Net Promoter System (NPS) to measure customer feedback on their support services, consistently being rated as good by those who responded to the feedback request, however response rates were just 6% and often fewer than half of those gave any explanation for their score. LEAP knew that they were missing important customer feedback. Management also had concerns that the lack of consistent context for the simple 0-10 NPS score range resulted in inaccurate measurement of customer responses.

Wanted the 'why' behind the scores

As with a lot of companies who use NPS, LEAP wanted to know more but didn’t want to burden their very busy and time-poor customers by going back to them and asking them multiple additional questions. LEAP understood that Opinyin’s new NPS solution could give them the extra data without any additional burden on their customers.

The Opinyin solution

Opinyin provided LEAP with a fully device screen-responsive and LEAP branded browser interface that asked the standard NPS question. Using Opinyin’s API, LEAP automatically sends an email to customers following the closure of a support case in their SalesForce support system with a custom URL to the feedback survey. The Opinyin API then automatically delivers the results directly back into Salesforce, allowing LEAP to effortlessly close the loop on the feedback.

The result

From day one, without any need for expensive and time-consuming training, Opinyin has cost-effectively delivered exactly the precious data LEAP were looking for.

Increased Response Rates: In the first month of use (Aug 2018), LEAP saw the response rate jump more than threefold, with verbatim responses growing to a rate of over 30%. 

More reliable scores:  The data showed that that rather than having just a Good NPS score, LEAP had an Excellent score when based on data extracted by Opinyin’s AI - clearly demonstrating the anticipated anomalies in the standard scoring. The anomalies were obvious when the conventional scores were ranked side by side against the equivalent linguistic analysis of the verbatim responses.

Real-time customer experience improvement:  LEAP’s Support Manager noticed an upward trend in a particular pain point identified by Opinyin. Having identified the exacerbating pain point, the Support manager was able to identify in real-time that there was a training issue that could be immediately addressed.

Increased Advocacy: LEAP identified happy customers that they were not aware of and subsequently agreed to become case referrals for them, a key tool in attracting new clients in the conservative legal software market.

Gareth Walker, LEAP Chief Operating Officer, says, “Obtaining feedback is of great importance to us, and Opinyin has helped improve the quality of that feedback we are now getting with very little effort from our clients. The data we are now getting has already allowed us to quickly identify additional training needs of staff and clients, some standout performers in our support team, and some very happy clients that we have since turned into testimonial sites. ’

Plans for the future

LEAP sees the opportunity to widen the use of Opinyin to employee, customer success and product development feedback.

Gareth added,  'As it is such great value for money, we are now actively looking to leverage Opinyin across our wider business, confident it will continue to deliver great results for us.’