Upload
others
View
2
Download
0
Embed Size (px)
Citation preview
9/12/2019
1
HOW TO VIRTUALLY WIN & WORK A CASE FROM START TO FINISH
Deck link: http://bit.ly/NYSBA‐TS19‐WIN‐WORK
INTRODUCTIONS
Maddy Martin, Smith.ai▸ Head of growth & education, Smith.ai▸ 10+ years in digital marketing & communications▸ Head of marketing for 3 tech startups
2
Dorna Moini, Documate▸ CEO/Co‐Founder, Documate.org▸ 7 years in private practice, last at Sidley Austin▸ Built several legal apps from scratch before starting Documate
Kristin Tyler, LAWCLERK▸ TK▸ TK▸ TK
1
2
9/12/2019
2
GOALS & OBJECTIVES
Here’s what you’re going to
learn.
3
WHAT YOU WILL LEARN
1. Respond faster to new and existing clients
2. Efficiently capture, qualify and intake new clients
3. Retain and engage clients with document & case status automations
4. Manage and track your calendar & caseload
5. Delegate non‐legal and legal work to qualified help
6. Monitor & assess work handled by in‐house & remote teams
7. Manage margins, costs, and “opportunity” costs for a bigger bottom‐line
4
3
4
9/12/2019
3
WHO CARES?
You should, according to the
2017 & 2018 Clio Legal Trends Reports
1.9 hoursThe average time an attorney spends on billable work per day.
1.2 hoursOf the 2.9 hours on “admin tasks,” the top 3 tasks are office administration (16%), invoicing (15%) & configuring technology (11%).
2.9 hoursThe average time spent each day on admin tasks.
6
2 hours33% of 6 hours/day not spent on billable work goes toward business development, indicating the importance of generating new clients.
ARE YOU LAWYERING ORLABORING?
5
6
9/12/2019
4
85 percentThe average amount of time saved through document automation. 7
59 percentPeople, on average, who didn't hire an attorney even after a consult.
23 minutesHow long it takes to recover from an interruption. Attorneys are interrupted ~6/day, so that’s a ~2‐hour loss per day.
2 out of 3 potential clientsFolks who say their “decision to hire” is most influenced by an attorney’s responsiveness to their first call or email.
ARE YOU LAWYERING ORLABORING?
WHAT THIS MEANS
Dilemma 1:
▸ Interruptions kill your productivity. You want to minimize interruptions.
▸ Potential clients demand quick response times. You want to maximize responsiveness.
8
7
8
9/12/2019
5
WHAT YOU CAN DO
9
Solutions for solos/small firms must:
▸ Be affordable (without commitment)▸ Be customizable (at the start & ongoing)▸ Be easy to use & monitor▸ Be comprehensive (consolidation is king)▸ Integrate with your processes, systems & software▸ If human, have reasonable discretion (as someone in‐
house would)
WHAT YOU CAN DO
10
When evaluating new or existing processes, consider opportunities for improvement:
▸ Streamline (cut, reduce, or ease up)▸ Automate (with software or app)▸ Outsource (with a service)▸ Monetize (with a virtual practice)
Note: Finalize forms & processes first, and then automate or outsource. But don’t agonize over perfection the first time. You will and should iterate over time. Beware of analysis paralysis!
9
10
9/12/2019
6
PUTTING IT TOGETHER
Human intelligence +
Machine intelligence
11
Productivity comes down to form + function
▸ Human intelligence ▹ What goes in the intake form▹ Caller greeting▹ Email content (from appointment confirmations to lead conversion drips)▹ How “bad” leads are referred to other attorneys
▸ Machine intelligence▹ Where is the intake form hosted?▹ How are leads & clients recorded & tracked?▹ When are actions triggered after a “new lead” form completion?▹ When are case reminders sent to clients, attorneys, and outsourced staff?
Combined effectively, you will work faster, more consistently & more accurately, which leads to improved lead conversion, happier clients, and higher quality work.
12
11
12
9/12/2019
7
AUTOMATING: LEAD CONVERSION
Who are they?
Do we want to work with them?
If so, what are we doing to convert
them?
13
14
Referrals
Reviews
Local Listings
PPC
Social Media
Content & Freebies (Advice, Forms, Calculators)
Technical SEO
Link Building
Lead Sources (Generation)
Contact Methods
Response Methods
Phone
Text
Web Chat
Attorney
In‐house assistant or paralegal
Receptionist service
AI service
Qualification
Good leads
Bad leads
Intake & Scheduling
Basic intake
TransferCall‐back
Appointment
LEAD CONVERSION FLOW
Goodwill & Future Clients
Referrals
Qualification
New client!Full intake
Follow‐up call
Email drip
Instant Delayed
Conversion
GENERATE CAPTURE
13
14
9/12/2019
8
Step 1: Manage response times to clients & potential clients
Effective response management gets you PAID:
PredictableAccessibleIndividualizedDirected
▸ Mobility: Call/text from any device (cell, desk phone, computer, tablet)▸ Menus & routing
▹ Leads vs. clients vs. courthouse/judge vs. Mom▹ Calls, texts & emails (single‐channel vs. cross‐channel)▹ Inbound vs. outbound
▸ Time of day, holiday, vacation & schedule adjustments▸ Blasts & sequences
▹ Overflow call handling▸ After‐hours voicemail▸ Office directory (attorneys, paralegals, assistants & outsourced teams)▸ Contacts (common callers & current clients)▸ Block spam & unsolicited sales calls▸ VIP (direct‐transfer) & blocked‐caller lists 15
Step 2: Identify new‐client criteria & standardize qualification processBefore you can automate lead capture & basic intake, first standardize your new‐client criteria.
▸ Define Criteria▹ Thought exercise: Review your 10 “favorite” clients & 10 potential
clients you wanted but missed.▹ Identify common qualities.▹ Determine goal alignment:
● Quality vs. volume● Expansion/contraction plans (revenue, practice area)● Work/life balance
▹ Action: Review & revise your basic qualification questions▹ Pick 5‐10 most essential “filtering” questions▹ Focus on “must have” qualities▹ Provide information, don’t just ask for it
● E.g., your fees, how you work, your availability to take on new clients
▹ Identify how to handle unqualified leads (see Step 5)
16
15
16
9/12/2019
9
Step 2: Identify new‐client criteria & standardize qualification process
▸ Define Process▹ In‐house or outsourced▹ Lead passes:
▹ Transfer or schedule for future call‐back or consult▹ Determine policy on consultations:
▹ Length (15 minutes to 1 hour)▹ Format (phone, Skype, video chat, in‐person)
● Consider comfort level, personalization, ease of use▹ Free or paid▹ Lead doesn’t pass: see Step 5.
▹ Outsourcing options: inbound and outbound▹ Inbound calls > trigger lead‐qualification (LQ) workflow▹ Inbound emails & contact‐form completions > trigger outbound
call‐backs > trigger LQ workflow▹ Tip: Leverage receptionist services with AI‐driven technology
for speed & accuracy● E.g., ZIP lookup vs. “Let me Google that for you”
17
Step 3: Automate basic intake
Tips for basic intake forms
▸ Recommended form‐creation tools: Typeform & Documate▸ Recommended using a CRM for data capture, like Capsule CRM▸ Timing: After lead capture, complete basic intake:
▹ May occur during appointment booking or before first appointment▸ Similar to lead qualification, identify required questions without overloading
▹ Aim for ~5‐15 questions▹ Standardize for all clients:
▹ ~5 basic contact information▹ ~5 essential/ “deal‐breaker” questions
▹ Either: ▹ Use one form, and ask for selection among practice areas + brief
description, or▹ Use multiple forms with ~5 questions for primary client groups by
practice area (e.g., targeted questions for family law vs. social security disability)
▹ Balance completeness & complexity with cost & necessity (especially if outsourcing)
▹ Consider document‐upload option▹ Always ask lead for source (“How did you hear about us?”)▹ Outsource with clear instructions & non‐login‐accessible URL 18
17
18
9/12/2019
10
Examples: Basic intake forms
19
Standard intake form :
▸ Cooper Law, LLC online intake form
1
2
After form completion, potential client is given option to book free 15-minute consultation.
Examples: Basic intake forms
20
Alternative forms that double as basic intake forms:
▸ Traffic ticket estimate request form vs. standard traffic ticket intake▸ Eviction notice (see below)
Tip: Require agreement to website terms & conditions upon form completion, so emails (e.g., lead nurturing campaigns) can be sent as follow‐up communications to increase lead‐to‐client conversion. Agreement to terms = permission to email.
Landlord receives completed eviction notice via email with submission instructions
Law firm is notified of new lead
Reminder is scheduled for follow‐up based on “notice type” timing, e.g., 5 days
19
20
9/12/2019
11
Step 4: Streamline consultation scheduling
▸ Add public‐facing booking page on your website, integrated with your calendar▹ Make more or less visible on your website based on your needs & comfort level
▹ Accessible (must know URL or be included in workflow, e.g. lead nurture drip) vs. obvious (in main menu)
▹ Calendly.com for instant, free standalone site▹ Free vs. fully featured
▹ Payments▹ Integrated intake forms▹ Multiple appointment types & durations▹ Multiple attorneys (round‐robin vs. priority scheduling)
▸ Outsourcing to live receptionists & AI assistants▹ Appointment booking (with or without payment)▹ Reminders
▹ Reduce cancellations/no‐shows▹ Ensure document completion
▸ Free vs. paid consultations▹ Higher volume & access vs. lower volume & accuracy
21
Step 5: Monetize "bad" leads through systematic referrals
22
▸ First: Review relevant rules & liability for referrals & referral fees▹ See for example:
▹ ISBA’s Referral Fee Dos and Don’ts▹ See also: ISBA Ethics Opinions on Referral Fees and Arrangements
▸ Then, in accordance with all pertinent rules & your comfort level:▹ Think back to lead qualification criteria▹ Identify “bad” (read: unqualified) leads▹ Make a list of all attorneys & firms you recommend by practice area▹ Share list with staff or receptionist service, including instructions for
identifying correct firm to recommend to “bad” lead▹ E.g., based on location, practice area, cost
▹ Systematically earn revenue when lead engages recommended firm (such fees may be upwards of 40%)
21
22
9/12/2019
12
Real‐world example: Conor’s Lead Capture‐to‐Conversion Workflow
23
1. Generate: Print & digital marketing campaigns
○ Targeted audiences segmented by “eviction life cycle”
2. Capture: Freebie: eviction notice
3. Follow‐through: Eviction notice is completed by lead and full document is emailed to them with submission instructions.
○ Recommended: Zapier for data insertion & Documate for document assembly
○ Email is captured. Follow‐up occurs based on eviction timeline. E.g, 5‐day notice > follow‐up on 5th day (“Status? Need help?”)
4. Lead nurturing:
○ Status check‐in on eviction
○ Landlord education on eviction best practices & legal compliance
○ Email newsletter, testimonials & other trust‐ and brand‐building
5. Conversion:
○ Client hires for representation, or
○ À la carte services, e.g., document services, serve tenant an eviction notice, etc.
For more information on Conor’s workflow, listen to his interview on the Inbound Success podcast: https://www.impactbnd.com/blog/big‐marketing‐results‐small‐budget‐conor‐malloy
How does an engagement begin?
What documents are required?
What’s the case timeline?
What happens when the case is over?
24
AUTOMATING: CLIENT COMMUNICATIONS
23
24
9/12/2019
13
25
Database check
Conflict Check
Client Agreement
Casework
Document creation
Signatures
Work scope, deadlines & expectations
Full intake
Payment or deposit
Calendaring (Deadlines, court dates)
Project management &
progress tracking
Payments
One‐time payments
Retainers
Recurring Subscription
Reviews & Referrals
Happy client
Email request
NPS rating
CLIENT WORKFLOW
More new clients!
Email request
Reminders
Newsletters
Reviews Referrals
RETAIN SERVE CLOSE OUT
Step 6: New‐client engagement & document assemblyRequired components for new‐client engagement:
▸ Smith.ai and/or x.ai + Gravity Forms + Documate + Zapier + WP Stripe Plugin
Automated workflow for new‐client document assembly:
1. Intake form completion (recommended: Typeform & Gravity Forms) a. Hosted on website (recommended: Wordpress)
2. Data merge via Zapier into various data input & collection points3. Document assembly
a. Recommended: Documate. Documate draws client data from a web form source into document
templates. When generating a document, it can customize which clauses you want to contain,
perform pronoun agreement and calculations, and more.
4. Email to client for e‐Signature
a. Recommended: WP E‐Signature by Approve Me. WP E‐Signature is an inexpensive service that
connects with a WordPress site and generates authenticated electronic signatures. It is Zapier‐
friendly.
5. Storage of completed documents & work deliverables logged in project/case management software (recommended: Trello)
6. Communication of expectations to client with timeline, additional required documents, court dates & locations, etc.
7. Calendar invites to attorneys and clients. Zapier‐triggered, via due dates added to Trello.
26
25
26
9/12/2019
14
Step 7: Automate new‐client engagement & full intakeConsiderations for complete new‐client intake & onboarding
▸ Communication method (initial & reminders) ▹ Via email (can be within appointment‐confirmation email)▹ On website▹ Phone follow‐up▹ In person (2018 Clio Trends Report: majority of clients expect this)
▸ Form & Accessibility▹ MS Word doc, PDF, Google form, online‐hosted form▹ Embed or download▹ Standalone or linked to CRM (strongly recommended)
▸ Assignment▹ Outsourcing is typically not recommended for ethics reasons.▹ Consider: signature requirement, cost of time for each communication method,
thoroughness required, accessibility (ease vs. disability)▹ Workflow combining privacy with outsourcing & automation: Document‐
automation triggered by a receptionist service.27
Clio asked lawyers about how they thought their clients wanted to communicate with their law firm regarding different aspects of their case. They then compared these observations to what consumers actually expect. The chart shows the difference in perception.
Step 8: Automate ongoing client work
1. Calendaring: Trello + Zapier + Google Calendar + Gmail/Twilio/Text + Xero
○ New events / court dates added into Trello by type and date
○ Zapier parses new event data and performs Google Sheets lookup
○ Data retrieved from Sheets; Matter added to Calendar; Notice automatically sent to client (via Gmail or Automated Phone Call or SMS) with script to educate client
○ If the new date is a separate billable activity, an invoice is generated in Xero and sent
2. Milestone Automation: Trello + Zapier + Documate + SignNow + Xero + Gmail
○ Milestones created in Trello using a series of checkboxes
○ Checking a milestone triggers Zapier
○ Zapier performs Sheets lookup to determine course of action
○ Documents automatically generated via Documate to continue to prosecute matter and may be sent to client for e‐signature if necessary
○ Billable events automatically create invoices for additional court fees
○ Client updated about current status and next steps needed for completion
28
27
28
9/12/2019
15
Build legal document automation web apps with Documate
Document automation can save up to 90% of drafting time and allow for additional volume‐based revenue.
Law is rule‐based. Plan a systematic flowchart of questions you ask clients to determine how to draft documents. Then use these automated workflows in three ways:
▸ Internal efficiency: Save time on repetitive document sets by setting up several variable questions to dictate the flow of your documents.
▸ Client intake: Use web forms to collect information from clients, which then automatically generate your documents (without showing them to clients).
▸ Monetize: Sell your forms online and built a volume‐based virtual practice.
Why automate?
▸ Error‐proof and consistent: Data is input same way each time for consistent results.▸ Time savings: Use conditional logic, formatting, and calculations to save time.▸ Escape the monotony.▸ Maintain appearance of efficiency with clients (more willing to pay rates).
29
Step 10: Get paid for billed time
For most attorneys, only 86% of earnings are ever captured. Increase your collection rate by automating invoicing, online billpay, and outsourced help.
▸ Automations that increase earnings collection▹ Triggered invoices upon:
▹ Initial engagement▹ Contract completion▹ Work stage completion▹ Time interval (e.g., monthly)
▸ Tip 1: Accept online payments▹ Higher collection rate & appointment adherence typically outweigh fees▹ Embed on website or privately accessible links▹ Form of online payment: Credit card, debit card, ACH, eCheck▹ Integrate with calendaring software
▸ Tip 2: Outsource payment collection▹ Consultations▹ Deposits▹ Retainers▹ Invoices (current & past‐due)
30
29
30
9/12/2019
16
Step 11: Generate new clients
After the case is closed, automate client follow‐up to log satisfaction scores, generate reviews, and increase referrals.
▸ Ask for Net Promoter Score (NPS)▹ How likely are you to recommend ABC Law Firm to friends & family?
▸ Automated follow‐up:▹ If 8‐10: Ask for review on select sites & referrals
▹ Target sites, and rotate among those most needing more & newer reviews.
▹ Gently encourage referrals (“We rely on our clients to help spread the word…”)
▹ If 7 or lower: Ask how to improve in the future▸ Automate client appreciation
▹ Reinforce good will with a thank you note or small gift▹ Bond.co and other services offer hand‐written notes on your behalf
31
Step 12: Monitor work & deadlines
Automating work doesn’t mean losing touch. Stay in the loop with synced data, regular notifications, and reminders.
▸ Centralize data and maintain in a master record (CRM)▹ All inputs should contribute to this record, including:
▹ New lead contact information via web, phone, chat, email, text, Facebook message, etc.
▹ Notes from calls, emails, texts▹ Phone call recordings for improved notes, quality assurance▹ Activity logs (e.g., consultation scheduled)▹ Tip: Tag for triggered workflow actions
(e.g., new lead > add to nurture drip, newsletter)▸ Notifications & alerts
▹ Identify your preferred channel, e.g., email, phone, SMS, Slack (or other chat app)
▸ Reminders▹ Try a daily agenda and/or deadline reminders from project/case
management software32
31
32
9/12/2019
17
Step 13: Track performance
Whether you’re new to automations or experienced, track performance to identify gaps & improvement opportunities.
▸ Service, Earnings & Operations▹ Use project management software to track deadlines met or missed▹ Use NPS to measure client satisfaction▹ Track earnings captured as % of total billed time
▸ Marketing & new business growth tracking▹ Lead nurture drips
▹ Which email has the highest open rate, click rate, and converts to an action (like new paying client)?
▹ Dedicate phone numbers for tracking SEO, PPC, retargeting, etc. campaign performance. Measure:▹ Volume▹ Quality (conversion rate, e.g., did they visit page & take a desired
action like booking a consult or completing a form?)▹ Cost (both to generate and capture the new lead)
33
YOUR GAME PLAN (READ: HOMEWORK)
It’s up to you now.
34
33
34
9/12/2019
18
What to do next
▸ Identify 5‐10 preliminary qualification questions▹ Focus on “must have” qualities to filter leads: good vs.
bad▸ Build a basic, shareable intake form (publicly accessible link)▸ Define qualification, intake & active‐client processes, and
consider how to handle each step: ▹ Self (continue doing)▹ Streamline (cut/reduce/ease)▹ Automate (w/ software or app)▹ Outsource (w/ service)
35
What to do next
▸ Prioritize fixes by greatest time consumption, importance (lawyering) & urgency▹ Consider Eisenhower Decision Matrix▹ Tips:
▹ Qualification, scheduling & payments are most easily outsourced
▹ Data entry, document generation & reminders are most easily automated
▸ Implement new forms & processes in next 30‐60 days, depending on scope, cost & difficulty.
▸ Wait 1‐2 months to re‐stabilize. Evaluate impact: savings, earnings, leads, clients, work/life balance, stress levels, sleep quality, etc.
▸ Re‐evaluate process & improvement opportunities 1‐4 times per year.
36
35
36
9/12/2019
19
GET IN TOUCH
37
Maddy Martin, Smith.ai
linkedin.com/in/madelainemartin
Kristin Tyler, LAWCLERK
Dorna Moini, Documate
linkedin.com/in/documentautomation
37