Pre-Conference Program Ι Monday, March 27, 2017

CMO Summit - The Client Experience Treasure Map–Using Client Journey Mapping to Deliver a Better Client Experience

In an industry where the competition for legal work has intensified, clients’ legal budgets have remained flat or decreased, and procurement’s prominence is on the rise. Law firms can no longer rely on competitive tactics that accentuate capabilities, expertise, and reputation above all else. Nor can they rely solely on restructuring, merging, and downsizing to improve profitability.  The same market forces that have driven nearly every other industry to adopt a more outward orientation toward clients have arrived at our doorstep.  In this session, you’ll consider how differentiating the client experience has become a critical component of a law firm’s success.  You’ll learn how to truly improve client experiences by understanding that journey from the client’s point of view.  This session focuses on client journey mapping, a technique that has been used successfully by corporations across industries and around the world.

Summit Overview and Benefits
In this hands-on program, you’ll learn about client journey mapping and then roll up your sleeves and work on real maps for real matters.  A group of six in-house counsel will facilitate the development of a series of maps based upon real legal matters that required the assistance of an outside law firm. In-house counsel will work with you to create the journey map by describing an actual specific matter, at a very granular level. Included will be the decisions and challenges that the in-house counsel faced at various stages of the matter.  You’ll gain a better understanding of the components of a matter from the in-house counsel point of view. Going forward, you’ll be better able to brainstorm specific ways to help your clients address the challenges and obstacles they face. You’ll be rotated once during the session giving you the opportunity to work with two different in-house counsel in this intimate setting.  Feel free to ask probing questions. In return, you’ll receive unvarnished feedback on proposed solutions.  This is a special opportunity to learn the best practices of client journey mapping, identify issues and bright spots, brainstorm solutions, and learn how to develop a mapping process within your own firm. 

Topics include:

  1. Daily challenges in-house counsel face and how they manage specific matters
  2. How to apply client journey mapping to improve client experiences
  3. Developing personas to use in a variety of marketing projects
  4. How to interview clients to better understand and improve their experience
  5. How journey mapping can improve collaboration within your team and firm
  6. Client journey mapping techniques that create a client-centric culture and improve revenue and profitability
8:00 a.m.
Registration and Breakfast
8:45 a.m.
Co-chairs’ Opening Remarks

Despina_Kartson.png Despina Kartson
Global Director, Business Development & Communications
Jones Day
View Bio

Dawn_Gertz_Longfield.png Dawn  Longfield
Chief Marketing Officer
Davis & Gilbert LLP
View Bio

9:00 a.m.
Client Journey Mapping (Part I)—The History of Client Journey Mapping and Examples from Other Industries
9:30 a.m.
Working Group Exercise—Journey Map Analysis
9:45 a.m.
Group Discussion of Exercise I
10:00 a.m.
Client Journey Mapping (Part II)—Development of Personas
10:30 a.m.
Working Group Exercise—Persona Development
10:45 a.m.
Networking and Refreshment Break
11:00 a.m.
Group Discussion of Exercise II
11:15 a.m.
Introduction of In-House Counsel
11:30 a.m.
Client Journey Mapping (Part III)—Contextualizing for Law Firms
12:30 p.m.
Networking Lunch
1:45 p.m.
Group Discussion of Exercise III
2:15 p.m.
Working Group Rotations
2:30 p.m.
Client Journey Mapping (Part IV)— Identifying Pain Points and Bright Spots
3:00 p.m.
Group Discussion of Exercise III
3:15 p.m.
Networking and Refreshment Break
3:30 p.m.
Working Group Exercise—Pain Points & Bright Spots Facilitators: In-House Counsel and Bernero & Press
4:00 p.m.
Each Table Reports Pain Points & Bright Spots and Summit Attendees Brainstorm New Ideas
4:45 p.m.
Summary of Day and Q & A
5:00 p.m.
Program Conclusion

Summit Presented by:

Yolanda_Cartusciello.png Yolanda Cartusciello
Bernero & Press LLC
View Bio

 In-house Counsel Facilitators:

Terry-Burston.gif Terry L. Burston
Vice President, Assistant General Counsel, and Chief Compliance Officer
USI Insurance Services
View Bio

Angus-Haig.gif Angus M. Haig
International General Counsel – Asia Pacific
The Coca-Cola Company
View Bio

Shawn-Harpen.gif Shawn M. Harpen
Chief Legal Officer and General Counsel
Patrón Spirits International
View Bio

Olga-Mack.gif Olga Mack
General Counsel
ClearSlide, Inc.
View Bio

Alicia-Moore.gif Alicia Moore
General Counsel, Senior Vice President and Secretary to the Board
View Bio

Peter-Nguyen.gif Peter V. Nguyen
General Counsel & Corporate Secretary
Resolver, Inc.
View Bio

 PLEASE NOTE: Attendance is open to qualified applicants, including in-house CMOs and first chair marketing and business development directors. To ensure a collegial and interactive setting, the CMO Summit is limited to 60 participants. To ensure a broad experience base, only one participant per firm may register. Registration is on a first come, first served basis.

5:00 p.m.
CMO SIG Reception
CMO Summit attendees and members of LMA’s CMO Shared Interest Group (SIG) are invited to attend this reception, courtesy of