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Communicating automatically
RICHARD WEINER
Technology for Lawyers
Published: June 12, 2015
We hear it over and over and over again—the number one cause of grievances and malpractice lawsuits against lawyers is lack of communication between the lawyer and the client.
This evinces a strange little dichotomy—many years ago, automation was seen as a way of creating a less stressful life filled with more leisure and less work.
Of course, the current state is the opposite of that—more computing seems to equal more work to do.; Lawyers get stressed more and more, and so are more overwhelmed. As a result, client communication can fall between the cracks, and complaints can follow.
But there is a way back to that future, projected ease of business.
Use customer relationship management (CRM) software to automate client communications. This is not case management software (CMS). CRM tracks the client, not the case.
If you don’t have CRM, get it. CRM systems that work in the legal environment include Clinchpad, Clio, Base, Phoneslips, Infusionsoft, Aderant, Avidian, Bizness, and many more (please don’t send my editor a note that I left you out. Thanks).
First benefit of a CRM—a constantly updated database of clients and potential clients.
Once you get one, or if you have one, set your CRM up to automatically communicate with your clients and potential clients. You could call this “active calendaring.”
You’ll need to create some basic communication tools to begin with. Start with a welcome video, create generalized explanations of whatever area of law is in play, explain attorney-client relationships, or whatever you want to communicate.
Then, when a new client comes in, or communicates through your web portal, start sending emails out immediately containing those things.
After the client is onboard, you can automate all communication through the CRM—for instance, when the case is filed, court dates, appointments, response dates, pretrial and trial dates, or any other case status update.
After the case is over, use CRM to stay in touch with the client. Actively ask for positive reviews and references (like we were asked to supply the dealership after we bought a new car recently). A Google or LinkedIn or Facebook review can lead to all kinds of possibilities.
And then follow up with a newsletter, or a personalized “how are you doing?” letter every few weeks. All automated.