There’s a new wave of customer empowerment coming. It’s called Justice as a Service (JaaS), and you need to know about it because it benefits you – you just don’t know it yet.
We’ve all experienced bad products and services. We’ve just come to accept it. We’ve learned to pick our battles and only invest our precious time in “making things right” when potential justice and retribution is within reach. But in most cases, we don’t do anything. We figure it’s not worth it. What are these injustices? Well, they range from all areas of B2C interaction. Maybe your flight got cancelled. Or your cable subscription got more expensive. Or maybe you bought something online and the day after the price dropped. Or the package arrived two days late. Sound familiar?
How come companies can get away with this? One would think they would try to deliver the best product or service every time. But even though the intentions are right, it isn’t always possible. Some companies will downright speculate in delivering bad customer experiences to optimize for revenue. Luckily, there are consumer laws in place to make sure you don’t get taken advantage of. But laws are typically not worth much, unless you know they exist, and most people don’t.
Justice-as-a-Service is an on-demand service, powered by tech, that challenges private and public companies by representing the consumer in their fight for justice/compensation based on laws, consumers’ rights, and contract of carriage.
Litigation on consumer rights has existed for decades. Every time you see a “No Win, No Fee” sign you’re most likely reading an offer on legal representation to claim some form of compensation on your behalf. This can be anything from car accidents to failed hip surgery – hence the name “ambulance chasers.” So how is JaaS different?
Traditional litigation law mostly focuses on high value claims. Otherwise, it wouldn’t make sense for the lawyer to spend time on processing the claim and take legal action if needed. That rules out all small consumer right claims with low claim value. JaaS companies are different. The rise of big data and the access to this data has made it possible to build software that automatically validates a claim instead of someone manually assessing it.
As a result, a larger part of the claim procedure can be automated making the unit economics work for a much wider range of consumer right claims. Another way JaaS is different from classic litigation law is the use of online platforms such as web and mobile apps. This enables on-demand assistance and protection at the time of need – it’s the same reason Uber boosted the entire ground transportation industry by making it easy and convenient to order a taxi at the time of need. The combination of automation, online user interaction and legal tech pushes the development and allows scalability. All this wasn’t possible a decade ago.
The first brave pioneers are already experimenting in many different verticals. The revenue model is mostly the same. “No Win, No Fee” either as a share of the compensation or a fixed fee. Here are some examples worth following and perhaps trying out for yourself:
Pick up tips, tricks and good vibes from fellow travelers.
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AirHelp is a part of the Association of Passenger Rights Advocates (APRA) whose mission is to promote and protect passengers’ rights.
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