Company
Legal&Tax, an authorised financial service provider that offers legal expense insurance, funeral cover and healthcare plans targeting the mass-market.
Headquarters
Johannesburg, South Africa
Industry
Financial Services
Legal&Tax’s fundamental purpose is to be a companion. We started working with AI technology as a way to expand on our service and democratise access to justice in a scalable but at the same time very caring way. Darren Cohen, General Manager at Legal&Tax, explains that the purpose for which the business required the My AI Lawyer was to address the challenges of access to justice for the South African population; provide instant, accessible and affordable legal insights and advice; to roll out the service across platforms (WhatsApp, website and social media) and assist our human legal advisors in drafting responses and assisting our clients.
We did this with the help from My AI Lawyer by building on the Open AI / ChatGPT framework and then incorporating the expertise of qualified lawyers at Legal&Tax which means My AI lawyer has guardrails to contextualise and provide answers that align with the South African legal system. But more than that we have built in our culture which assists the AI in assisting our clients with the same care any of our legal advisors would – it’s actually very human, very compassionate.
My AI Lawyer leverages Microsoft Azure Cloud, Generative AI, and Conversational AI on WhatsApp to provide secure, scalable legal advice. This solution not only offers affordable and accurate guidance but also facilitates a seamless transition to a human Legal&Tax lawyer. The deployment of My AI Lawyer has yielded transformative outcomes for Legal&Tax, bridging critical gaps in access to legal advice.
Now, users can access immediate legal guidance, leading to heightened legal awareness and empowerment. Key performance indicators reflect a substantial increase in legal queries resolved and improved user satisfaction rates. Moreover, the My AI Lawyer solution has significantly enhanced the operational efficiency of Legal&Tax legal advisors. By seamlessly integrating My AI Lawyer with their internal legal advisor system, consultants now receive real-time co-pilot support, augmenting their capacity to respond promptly and accurately to customer inquiries.
Additionally, My AI Lawyer's training encompasses the values and culture of Legal&Tax, equipping it to handle sensitive and complex queries with compassion and empathy. This distinctive offering has not only elevated the quality of responses but has also served as a valuable learning tool for customer-facing personnel, thereby enhancing the standard of service delivery.
Darren notes that the ability to engage with customers and collect real-time feedback is a seamless and elegant experience for their customers. “We feel like we're getting really good responses with relevant information,” he says. “The idea that we can provide the right level of interaction to meet the customer in their moment of need and turn a question into a moment of delight has been really powerful. We have very happy customers as well. We want to take those moments of delight and amplify them.” This is evident from the team’s high customer satisfaction scores.
He continues, “We don’t believe there is a binary approach. Sometimes humans need to do things and sometimes we can rely on the help of AI, but the human AI partnership provides an incredible collaboration that benefits our clients. The information provided is a guide and should not replace qualified legal advice if required. Before making any legal decisions, we ask our clients to always check in with a Legal&Tax professional.”
As Legal&Tax continues to grow, it’s important for teams from across the company to be able to use tools that set them up for success – without sacrificing data integrity. They have heavily integrated My AI Lawyer with the other tools they use to ensure that they can collaborate seamlessly while maintaining a single source of truth for customer communication. “We rely on the integration that we have with My AI Lawyer – to pull in a lot of technical data and customer experience data into Legal&Tax.” he says. “That gives us the ability to synthesize and analyse this information, and of course, collaborate and share it across the rest of the company. Everybody at Legal&Tax wants to know about My AI Lawyer, so it's great that we can amplify the voice of the customer across the whole organisation.”
Being able to integrate with the tools they need to adopt as they scale is crucial for the team as they look to the future. “So, regardless of the system each team is using, we still have that same single source of truth with My AI Lawyer.” By having their systems in sync and leveraging customer data from multiple sources in My AI Lawyer, Legal&Tax can completely tailor their customer messaging, create a better user experience, and save valuable time.
One example is the way in which My AI Lawyer connects with our legal matter management seamlessly. As soon as a client requests advice, they receive proactive messaging on WhatsApp inviting them to get immediate help. From there they can ask for further assistance from a human lawyer, and that lawyer will be able to see what the client asked My AI Lawyer, and what the AI responded – this is leading to a much more efficient advisory line.
Another example is the way My AI Lawyer integration on our social media, allowing our marketing team to drive next generation legal advice in real time. We really believe in being able to facilitate use at the time of need.
Darren notes “We knew that it had to be accessible and incredibly user friendly, so we built it into our existing WhatsApp servicing channel.”
Having developed a chat bot to facilitate an improved customer experience in 2020, and seeing the success with which that has grown as a servicing channel, backed by data that 48.4 million South Africans were internet users in 2022, with 94% utilising WhatsApp, Legal&Tax strategically chose WhatsApp as the primary interface for My AI Lawyer.
Leveraging its widespread usage facilitated easier access to legal advice for a broader demographic. Throughout all of the change that has occurred in the last number of years, My AI Lawyer has enabled the team to pivot to meet customers where they are through omnichannel messaging and continue to create ongoing, engaging experiences.
Darren Cohen, General Manager Legal&Tax
Boost Your Profits while Enhancing Access to Justice with our Award-Winning Ai Legal Chatbot.
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