Tracking and taking in potential new clients can be a complicated, and resource-intensive, process. It takes a lot of time and energy to collect the right information, filter data, and then manually enter it all into your practice management software. Lexicata changes all that.
Michael Chasin, JD, MBA, and his co-founder Aaron George were law students at Loyola Law School in Los Angeles, when they discovered their mutual entrepreneurial spirit. Together, they founded LawKick, an online service connecting clients to lawyers. Despite its success, they found a disconnect between the expectations of prospective legal clients and the awkward paper-based processes used by lawyers. Clients weren’t happy, and lawyers weren’t retaining their leads.
“That’s where Lexicata came from,” says Michael. “Before we could fix the problem of matching lawyers and clients, we needed to improve the sales process in law firms.”
We spoke with Michael to learn more about how Lexicata improves client intake—and how it integrates with Clio.
Clio: How does Lexicata affect a lawyer’s typical day?
Michael: Let’s use an example of a client getting a divorce. Between initial consultations and intake forms, there’s a lot of information gathering to do. A firm needs to know how many kids are in the picture. Their ages. How much the clients have in assets. Do they own a house? Basically, how messy is this divorce going to be? Once all of that information has been gathered, the firm would then manually enter all that stuff into Clio, which can be time-consuming.
What Lexicata does is track that whole process, streamline it, and make it more efficient and automated. You can schedule those consultations through Lexicata rather than going into Outlook. You can click a schedule button, and it will send a confirmation email and then a reminder to the client. Instead of filling a paper form or PDF, and then manually typing responses later, you can build your own intake form or questionnaire that pushes data directly to Clio. The last part of the process is getting them signed up. You can automatically generate documents. That contract they have to sign, you can auto-generate it. You can also get that electronically signed online. Then we have marketing and tracking elements—if you didn’t get hired at that first meeting. You can setup automated email campaigns to reach out to lost or slow-to-hire leads.
Without Lexicata, that whole process has a lot of friction, a lot of hands-on touches, a lot of paper, and wasted time and energy. Lexicata streamlines all that to make the firm more money, make them more efficient, and create a better client experience.
Clio: How have emerging legal-tech developments impacted the legal profession on a larger scale? What do you think the future will bring?
Michael: Pretty much anyone will agree the legal industry is pretty far behind when it comes to technology. People are ordering and paying for Ubers on their phone and can order a TV from their phone and get it shipped to them that day. But, lawyers are still sending PDFs, asking you to print things to sign, and requesting checks. It’s a good example of how far behind lawyers are.
Since we’ve been around, we’ve seen a huge mental shift in the profession. People used to only focus on managing cases. Most firms, until Lexicata became more popular, were not focusing or investing resources on step one of the process: sales and marketing. Instead, lawyers focus on step two: the case.
Because of us, or in spite of us, a lot more lawyers are focusing on the sales aspect of their firm. How do I become more efficient? How do I convert a higher percentage of people into clients? Most importantly, with that efficiency, how can we operate with higher margins so we can reduce prices or increase our profits? If you become more efficient, your marketing dollars go further. You don’t have to charge more money to offer the same service to your client.
Clio: What does Clio mean to you?
Michael: Clio is a huge part of what we do. A lot of the growth we’ve experienced is because of Clio. I can’t understate that. So much of what users are doing with Lexicata streamlines data entry into Clio. At the end of the day, what our software does—in addition to making users more money and being more efficient—we make Clio that much easier to use, that much more efficient, and that much more powerful.
Clio: What was your most memorable experience from the 2015 Clio Cloud Conference?
Michael: Last year, ClioCon was really our coming-out party. When we demo a product, it’s always over the phone and online. I never get to see the person face-to-face. That was the first time we were able to see that light bulb go off. When you show someone how Pokémon Go works, or when you show them an iPhone for the first time—to be able to see them light up—we had never seen that face-to-face with Lexicata. For us, it was really cool to actually see their expressions when they saw the product at work, to discover that “wow” moment.
The keynote speaker, John Suh, the CEO and one of the founders of LegalZoom, it was really cool to have an industry that is very anti-LegalZoom bring him in. To see that his company isn’t taking jobs from us. He might be enhancing some things we do, and we can actually take a lot of things away from what his company does and how it handles the customer experience. We actually wrote a blog about why lawyers should be more like LegalZoom. Legal tech companies can teach a lot that won’t take away from the way you do things—just transform the way you’ve been doing them before.
Clio: Why are you excited about the 2016 Clio Cloud Conference?
Michael: This is really big for us. We’re a top sponsor this year. We support Clio because we have a lot of faith in you guys as a company, and the people you bring to the conference, and the values you provide.
I’m really looking forward to interacting with our clients, to shaking their hands, talking to them, and hearing their thoughts and requests for new features. It’ll continue to be cool to get our name out to Clio users because it’s a disservice to Clio users who don’t know we exist. Once people find us, we hear them saying, “I wish I would have known about you.” It’s one of those things, where you wonder, “How have I been doing things without you this whole time?” We’re just looking forward to continuing to educate people, and to enhance the power of Clio.
Another thing that’s really exciting for us, we haven’t done a big rebuild of our front end in the past year or so. We’re going to be releasing a new version of the software, and we’re aiming to unveil the new update at ClioCon.
Lexicata is a platinum sponsor of this year’s Clio Cloud Conference. Want to meet Michael in person? Use coupon code “MeetMichael” when registering for Clio Conference 2016 to receive a $150 discount on your ticket price.