KM Splatt
The story goes like this: Once upon a time law firms could make their living grazing comfortably on enclosed pastures, protected from outside competition by laws, regulations and bar exams. Clients paid a premium, because the service was needed and there was nowhere else to go. But now the fences are coming down, and a lot of the blame – or credit – can be laid at technology’s feet.
Whether this land of milk and honey ever existed or not, there is no doubt the legal marketplace is facing changes. An information-savvy public is using the internet to shop around before choosing a law firm. Technology-driven innovators are offering commoditized online legal assistance at a low cost (with Google famously jumping into the fray the last couple of months). Discerning clients are increasingly expecting law firms to be more like other service providers, demanding affordability and convenience in delivery.
The services law firms provide are so valuable that nobody, save professional doom-sayers, would tell them to prepare for lean years ahead. Still, firms that want to remain competitive and profitable are facing increased pressures to boost efficiency, focus on their strengths, improve service delivery and create a clear and recognized brand.
KM Splatt & Associates is a mid-sized personal injuries law firm, based in Brisbane’s Fortitude Valley. Firm Principal Kerry Splatt says accident compensation always has been his main interest, and it was never a hard decision to specialize on the firm’s core functions.
“Personal injuries law is very complex, with a lot of legislative traps and procedures you must be familiar with” he says.
“So if you are going to do it, you should specialize. Having a general practice is simply too difficult.”
In personal injuries compensation, it can take years from somebody has an accident until they receive the payment they are entitled to. In the meanwhile, outlays such as medical tests can run into thousands of dollars, money clients may not have. Because many clients are vulnerable, says Kerry, the measure of a personal injuries firm is being a reliable and trustworthy partner throughout the journey.
“We operate on a no-win, no-fee basis, so that the clients do not have to fear financial hardship in the unlikely event they get left without a payout” he says.
There are no fees to be paid until the end of a matter, and the fees are not calculated by the firm, but by an independent cost assessor. Kerry says there are many misconceptions about personal injuries law, but that it is in fact a well regulated and highly ethical field.
“We bill strictly based on work that has been done. There is no basis for hourly billing in this area of law; it leads to inefficiencies of time and a lack of integrity in proper recording.”
If the firm thinks a claim is legitimate, they will also take on the financial risk associated with the matter.
“We take out a loan ourselves with the bank, so that the clients are not financially distressed by having to pay outlays” Kerry says.
By taking on a lot of the headaches involved in a matter, KM Splatt and other ambitious personal injury firms are providing clients with services above and beyond strict legal representation. They even follow up clients to ensure that they remember doctor’s appointments and deadlines for submissions.
While providing such services contributes to positive outcomes and pleased clients, it consumes resources and makes it even more pressing that the firm is run as efficiently as possible.
Office Manager Gail _____ says the firm has made the implementation of good procedures a top priority.
“I think for any law firm, not just us, the best cost-saving method is having good management systems that go straight down the line” she says.
All KM Splatt staff, from the Principal to admin assistants, makes use of BHL Insight Workflow software that schedules and streamlines tasks.
Gail says that with this system, everybody knows what they need to get done that day, week or month.
“Support staff doesn’t have to wait for a solicitor to tell them to do something, because it has already been listed in their workflow.”
“When these procedures are followed with all the staff, the firm moves at a much better rate. That means a better outcome, and a better costing outcome for the client.”
Principal Kerri Splatt says the tools for time recording and work in progress helps ensure all tasks get done in time and without unnecessary delay.
“What we have with BHL is very important to ensure we have transparency, to charge fairly and properly” he says.
“If you want to specialize, you need such systems in place. If you don’t have them, you run the risk of human error.”
Those who predict great upheaval in the legal field will often substantiate their predictions by pointing to law firms’ rumored hesitance in adopting new technologies. Gail, however, says many progressive firms keep a close eye on technological developments.
“We are, for example, constantly looking at new form of advertisements” she says.
“We are looking at cutting back on Yellow Pages ads, and moving into radio, TV and online. A lot of other law firms are making similar adjustments now.”
KM Splatt has especially invested significantly in a strong online presence, even releasing an iPhone app with guidance on what to do if you are involved in an accident.
In addition to having their own team of web designers, they have their websites externally monitored to ensure that they are up to date and that the search engine optimization is as good as can be.
While time-consuming, Gail maintains this is all part of running a law firm in the internet age.
“People do not want to go through 14 pages of Google results. If they can’t find you quickly, preferably on the first page, a lot of your online budget is wasted.”
Many mid-size and small law firms in Australia still don’t have a website. Gail believes that sooner or later they will have to join the 21st century.
“Most people use the internet now as their source of information, and anyone under 25 probably doesn’t even pick up a telephone book” she says.
“As the internet grows, ever more people will rely on it, and ever less will use other sources. It is set in concrete that that is the way it is going to go.”