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Getting attorneys to adopt and use technology and new business processes is challenging. By following known best practices, firms could substantially increase the probability of high adoption rates, and therefore better leverage of their investment in technology and BPR.
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Getting lawyers to adopt your solutions.
A difficult, but not impossible task.
ii3 | About ii3
ii3 is an independent, full-service knowledge management firm
Our focus is on legal, accounting and government Our main areas of practice are:
Matter-centric document management Enterprise search Portals Strategic consulting in areas such as
Project management Business process reengineering Lawyer/attorney adoption practices and more
Keys to ii3’s Client Successes
We have a deep understanding of business requirements, user adoption and the application of appropriate technology
We focus on the practice and the users: lawyers and assistants
We work with lawyers to improve their practices, and apply these lessons to technology projects
Lack of Adoption is Detrimental to Success
Lawyer/attorney adoption is a critical
measure of success for many initiatives.
It is safe to assume that most firms do
not always get a good a return on their
substantial investment in this regard.
It does not have to be that way!
Adoption Challenges in Law Firms | A
Both ‘technology heavy’ and ‘technology light’ initiatives are affected
Any initiative, from KM, through Information Management and business process reengineering will be affected
Lawyers and attorneys pose the most significant challenge to adoption
Senior partners are especially resistant to change
Adoption Challenges in Law Firms | B
In many cases, adoption by your lawyer and attorney population, is the most important measure of success for your initiative
Some of the reasons for lack of adoption: Initiative perceived to require too much change Perceived to have little value (“it was working fine before”) Resistance to any form of change ‘Carrot’ not sweet enough, and the ‘stick’ non existent Target population did not remember it was coming (even if
you sent emails announcing it) Solution does not seem to meet their expectations (e.g.
poor usability, cumbersome functionality, confusing processes etc.)
Poor attendance in training sessions
Why do Initiatives Fail to Foster Adoption? | 1
Not enough focus on lawyer needs early in the planning phases (or not enough planning!)
Lawyers are not actively participating during requirements gathering
Initiative does not have explicit ‘sponsorship’ from powerful partners or advisory committees
Rollout plans are either non existent, or focus mostly on ‘mechanical’ elements like help desk support and training
Why do Initiatives Fail to Foster Adoption? | 2
Belief that “when we build it, they will come” means little is invested in lawyer communications and solution ‘marketing’
Rollout practices are lacking in areas such as: Training: ‘one size fits all’ (e.g. same training for young
associates and senior partners) Communications: not all available channels are ‘blended’
and used effectively (e.g. portal, video, printed flyers, emails, one-on-one and group demonstrations)
Support: support is delegated to support desk, which in turn can’t support business process issues and questions
Follow up: little follow up, especially with those lawyers who are especially challenges by the solution.
What do lawyers/attorneys say?
We have conducted interviews with senior partners as well as past managing partners in one large firm in the city. For privacy reasons we can’t provide names, but here are some quotes:
“…Make sure it’s important to me. If it’s meant to be used by my assistant, don’t bother me…”
“…Don’t launch during busy season (e.g. just before xmas)…”
“…one size does not fit all. I make great use of a ‘cheat sheet’, others may require training…”
“…If you change things, make sure it’s for a very good reason and that it improves things substantially for me…”
“…Send more reminders that something is coming, but keep emails short…”
“…I liked it when Beth kept dropping by my office to check in on me…”
“…Get support at grassroots level as well as the firm’s management. The first is more important!…”
“…Be especially careful with initiatives that affect me immediately, like email…”
ii3’s Best Practices to enhance Lawyer/Attorney Adoption | A
1. Your planning process should include a comprehensive set of requirements, solicited from lawyers (if they’re your main target audience)
2. During planning process, ensure participation of lawyers, with good representation from various offices, practice groups, and seniority
3. Try and secure the sponsorship of one or more senior partners. They will in turn help you get buy-in, promote with peers and ‘run interference’ whenever needed
ii3’s Best Practices to enhance Lawyer/Attorney Adoption | B
4. Your planning documents should include a deployment, rollout, and adoption plan. Don’t wait until you’re ready to rollout. Do it early!
5. Your plans should include a comprehensive communications section. Think like a marketing executive. What’s the solution’s value? What’s the ‘elevator’ pitch? What means do you have to promote it that’s attractive and creative? (e.g. video on your portal)
6. Needless to say: your solution should have real value to lawyers/attorneys. Focus on a narrow band of pain points and needs; your solution should address those effectively
ii3’s Best Practices to enhance Lawyer/Attorney Adoption | C
7. When planning your training and education activities, personalize your methods (e.g. classroom, CBT, ‘cheat sheets’, one-on-one, ‘time release training’ etc.). This ‘different sizes fits all’ method is more demanding and usually more expensive, so make sure you have planned for it during your budget process. Don’t leave yourself short!
8. Identify competing rollouts. What other initiatives could impact your lawyer population? Coordinate!
ii3’s Best Practices to enhance Lawyer/Attorney Adoption | D
10.Active support from junior lawyers who are more comfortable with change, could help senior partners come up to speed as well.
11.Peer to peer support is critical; if the next office partner is happy, change resistant lawyer may feel compelled to give your solution a second chance
12.Recruit assistants; make them part of your rollout team. They can be first line of support.
13.Avoid rolling out during busy seasons. Find opportunity ‘windows’ and ‘reserve’ your place early on.
ii3’s Best Practices to enhance Lawyer/Attorney Adoption | D
14.Follow up with lawyers and attorneys. Do so obsessively. Try and ‘touch’ as many of them as you can. Walk the floors. Deal with any signs of negative feedback through personal attention.
15.Tell the firm about success. Communicate what works, and try and recruit some of the lawyers to tell their story (“I love the new Unified Messaging system – I can now save my voice mails for future reference”)
Lack of Adoption is Detrimental to Success
Your initiative is like
a Hollywood flick. It
may look great in the
executive screening
room. But if you don’t
promote the hell out
of it, no one will know
how good it is!
