e-discovery 2.0

Last month at the Annual Conference of the International Legal Technology Association (ILTA), we saw an interesting trend – more and more law firms are asking how they can use e-discovery technology to provide greater value for clients. ILTA’s Law2020 initiative identifies the factors driving the shift in law firm priorities from reactive e-discovery at any cost to proactive measures designed to maximize value for clients. Ultimately, the client is going to have to drive innovation, and the client has certainly spoken in 2010.

I wanted to share my thoughts on how I believe the law firm of the future can benefit from promoting electronic discovery expertise to its clients as well as how becoming the trusted advisor in this area can lead to greater sustainability for the firm and lower client attrition rates.  I found the most recent issue of ILTA’s Peer to Peer magazine (“Law2020”, Issue 2 Volume 26, June 2010) fascinating, and the articles echoed much of what I am seeing in the legal marketplace today.  A handful of forward-thinking firms are embracing alternative fee agreements (AFAs) and promoting technology and efficiency to their clients in an attempt to both reduce the cost of the legal services being provided but also improve the overall experience for the client.  In an ancient profession, we are seeing the first widespread demand from clients for better customer service and accountability.  Clients are shopping multiple firms, and the hooks that firms had in many of their clients are disappearing as more and more corporations bring legal services, such as e-discovery, in house.  As one might say, the legal marketplace has become a “buyers’ market.”  As Richard Susskind predicts, we may see the legal services provided by law firms become more of a commodity in the coming decade.

Traditionally, law firms have not provided services beyond traditional representation, and although many law firms now have in house litigation support or legal technology departments, the services they provide from these departments are limited.  These departments often become a cost center rather than a profit center, and clients are demanding greater efficiency – to the point where law firms are seeking outside help from vendors to manage large electronic discovery projects.  This may not change much in the coming years, but there is a wonderful opportunity for law firms to enhance the services they are providing through these departments and become trusted advisors to their clients in the areas of electronic discovery, legal technology, and information management.  Given this opportunity, why are firms allowing outside consultants to collect all of the fees associated with advising their clients in this area?  Perhaps it is due to a lack of true project management expertise within the firm that prevents the firm from providing these services, or perhaps the firm believes that clients will not pay for proactive legal services.  Whatever the reason, firms are allowing a potential revenue opportunity and excellent client relationship opportunity to slip away.

Sustainability

In an interview in Peer to Peer, Darryl Cross said, “[Law Firms] must learn more about their clients and what they need in order to proactively serve them, because our studies show that once you cross the third or fourth practice group there’s almost no risk of the attrition of a client – it plummets to below 10 percent.”  In today’s legal marketplace, firms would do well to find ways to engage the client at multiple levels, and across multiple practice groups or partners.  One way they can do this is by becoming the trusted advisor for all things related to e-discovery – including early case assessments, culling and review techniques, proactive litigation readiness, , and assisting with vendor relations as clients bring more technology and processes in-house.  This will not only build trust with the client, but it will make processes more defensible and reduce the risk of error because everyone involved is familiar with the process.  Because e-discovery touches many practice areas, the opportunity to engage clients on these issues would be numerous.  Firms might even do well to appoint a partner who manages these proactive relationships with clients and seeks out opportunities to better serve the client through an extended offering of value-added services.  Centralizing this function would likely lead to better use of resources and uniformity across engagements, driving down costs.

Strategic Partnerships

Flash forward to 2020 for a moment, and imagine, if you will, a video conference (conference rooms are soooo last decade…) where a law firm’s client relationship partner is explaining to a client that by implementing various technology solutions, the client can achieve dramatically lower costs in litigation, and, after an explanation by the partner, a technology vendor presents a solution custom-tailored for the client. During the presentation, the partner and the client ask questions to ensure that the solution meets all of their needs and will be both defensible and efficient.  In 2020, perhaps all firms will be doing this; in 2010, though, today’s law firm can benefit tremendously by getting involved in this process and advising clients on the multitude of options with regard to technology.  For example, there are many deployment options available for most enterprise-class e-discovery solutions, and the firm can help the client decide which of these options would best suit their needs.  At the end of the day, the client will not seek out technology because they are fed up with paying too much to law firms; they will partner with a law firm to proactively reduce costs.  This type of arrangement and consulting service could even be the catalyst to begin talks about AFAs and really begin learning what the client really wants or needs.  Many times I have found that simply being heard goes a long way toward building long-lasting relationships.

Conclusion

As ILTA’s Law 2020 initiative kicked off at the annual conference last month, we should all be thinking of ways in which we can build more effective relationships with clients and how the law firm of the future will continue to achieve sustainability.  Those of us who are lawyers have an opportunity to become counselors again, and in today’s marketplace, streamlining costs is just as important as minimizing risk.  Those of us who are e-discovery or litigation support practitioners have a unique opportunity to maximize our value and increase our revenue generation through consulting services.  Achieving maximum sustainability and reducing or eliminating client attrition begins with finding ways to build lasting relationships with clients by addressing their broader needs – beyond the matter at hand.  By becoming the trusted advisor in areas that span multiple practice groups, the law firm of the future can stop looking like a commodity and begin to look again like an indispensable resource.

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