First Step: Triage | Baby Steps Into AI Intake – PIMM 150

[00:00] Welcome to Personal Injury Marketing Minute.
[00:07] Welcome to the Personal Injury Marketing Minute, where we quickly cover the hot topics
[00:10] in the legal marketing world.
[00:12] I'm your host, Lindsay Busfield, the vice president, and partner over at Optimize my
[00:16] firm.
[00:17] Today I'm joined by Gary Falcoitz, co-founder of Capture Now, and one of the legal industries
[00:23] most recognized intake and conversion specialists.
[00:27] has spent decades helping law firms improve intake performance, increase conversions, and make sure
[00:33] valuable cases don't slip through the cracks. Today we're talking about AI intake. We'll go
[00:39] over where personal injury firms should realistically begin, and why triage might be the most
[00:45] practical place to start. Thank you so much for joining me today, Gary. Thank you for having me, Lindsay.
[00:50] How are you? I am doing great. How are you doing today? I am doing really well. Glad to be on this podcast
[00:56] as they hear nothing but wonderful things and excited to talk intake today.
[01:02] I am too because this is something that all personal injury attorneys are aware of and are
[01:08] probably overly inundated with right now with AI this and how can it optimize operations and
[01:15] marketing and there's just a lot of information, confusion, probably some hesitation out there,
[01:22] especially when it comes to AI for intake, because intake is clearly one of the most important
[01:29] operational pieces when it comes to getting new clients signed up. And it can be unnerving to hand
[01:37] something like that over to technology. So I want to focus this episode on where to start with it,
[01:45] because it is coming and it's here and it's going to be part of legal operations moving forward,
[01:52] But it doesn't have to be scary.
[01:54] So, Gary, let's dive into this with talking about the need
[02:00] and some of the gaps that traditional intake has had over the years.
[02:04] So, what are some of the problems that led to AI integration and intake in the first place?
[02:11] Yeah, so, you know, Lindsey, I have been, I've consulped with hundreds of law firms on intake.
[02:16] I happen to be in attorney when I started my career and had jumped into the personal injury side of things.
[02:21] I realize that this is a business owning a law firm and running a practice.
[02:26] And I also realize that many law firm owners and law firms were improvising.
[02:31] Yet they were still successful if you're going to define success as profitable.
[02:35] But they weren't maximising profit. They weren't maximising revenue.
[02:39] And when you put together the service that you're offering, the level of competition that's out there,
[02:46] the model of how long it takes, especially in the personal injury world, to generate revenue and
[02:51] everything has to go in between, you realize that there it's sales. The front end side of all
[02:57] this is really sales and you're competing against other businesses on what the same clients,
[03:02] you know, we work in a very interesting industry. We can't, we're not a lot of the solicitor clients.
[03:07] We can't knock on your window and go, hey, you're an accident last week. I happen to be an accident
[03:11] and then turning it can help you.
[03:12] Now, loud and ethical, so shouldn't be doing that.
[03:16] And the only way we can help people is if they reach out to us,
[03:19] which means, and this is the why you see
[03:21] so many current commercials, we've got advertised.
[03:24] We've got to be all over TV, radio, and digital, and dot dot dot.
[03:28] So once you get the marketing down,
[03:32] once you have gained the courage and gained the resources
[03:37] to invest into marketing, the next step is really the intake and the sales.
[03:44] You know, you ask, why is it so tough for lawyers?
[03:48] Where are they sort of missing the beat here?
[03:52] Well, I don't think that the resources that we've traditionally had no longer are sufficient
[04:00] to convert leads into clients.
[04:04] people are not fast enough.
[04:06] We're not decisive enough.
[04:08] We don't train them well enough to know
[04:11] how to answer questions or get over challenges.
[04:16] We give them too many things to take care of
[04:20] that they end up putting things in the back burner
[04:22] and then they don't get to them fast enough.
[04:24] And when you put all of these in there,
[04:26] that doesn't have a reason is going,
[04:28] if you're all these reasons together,
[04:29] you realize that if you are just relying on people
[04:33] to handle your intake and your sales.
[04:35] You're going to leave a lot of money on the table,
[04:37] and you're going to lose.
[04:38] And quite frankly, I don't know if you're going to be able
[04:42] to survive in the long run, forget about just
[04:45] leaving some money on the table.
[04:46] So that's why we decided we have to start thinking about
[04:50] more efficient, more reliable, more transparent,
[04:53] faster ways of solving this problem at intake.
[04:56] And I think efficiency really is the bottom line
[04:59] of what we're talking about here.
[05:00] is AI, if you are thinking about it as an efficiency tool, as opposed to a people replacement tool,
[05:07] is really where the value is. And it goes back to what you said about maximizing profit,
[05:13] and you can't maximize profit when you have giant glaring inefficiencies that come with,
[05:19] I mean, it's human nature. People just cannot keep up with the AI tools that are out there,
[05:26] because when it comes to intake in particular, when somebody calls a law firm, they are in crisis mode,
[05:34] and they need help now. And if you for some reason miss the call or it, you don't have the right
[05:42] information right off the bat, then there is a giant inefficiency there and somebody will that
[05:48] that prospective client will find someone else who can help them now. So I'll add to that, Lensie,
[05:54] because I know that in our industry and I do it too.
[05:57] We like to say that everybody who calls up might be in crisis mode
[06:04] and it's the emergency.
[06:07] I wouldn't, it's most of the time,
[06:10] I think we have to change our,
[06:12] because when you say it's crisis mode,
[06:14] well then your reaction must be well,
[06:16] if it's crisis mode, how could I,
[06:17] how could the solution be AI,
[06:19] I need to human being to answer that call,
[06:20] because it's crisis and AI can't handle crisis,
[06:22] people need to handle crisis.
[06:24] But what if, and this is the truth, what if most people that are calling aren't necessarily
[06:30] in crisis mode, but they are in decision mode.
[06:35] They have, they have taken the time sometimes.
[06:38] It's not an hour after the accident, sometimes it is.
[06:41] But it's not an hour after it.
[06:42] It's a week or a month after the accident.
[06:44] And they've had time to figure out what are their options.
[06:47] Do I need to lower your, don't need to lower your, is my injury getting worse or is it getting
[06:52] better am I getting the run around for the insurance company or am I or they treat me fairly
[06:56] and at some point they go okay I don't like what's going on here I'm uncomfortable I don't
[07:03] know what to do and I have to make a decision about moving the responsibility of this potential
[07:09] case that a lawyer might handle from my shoulders over to a law firm shoulders. Now when you make
[07:15] When you're in that decision mode,
[07:17] decision making mode, speed, and efficiency, like you say,
[07:22] play a major, major role, because you've now, and you made that phone call,
[07:26] you've now already decided I'm likely going to hire a lawyer.
[07:30] I'm likely, I just need someone to bring me over the line.
[07:34] I need someone to reassure me to give me confidence,
[07:38] to give me compassion and to tell me that, you know, why it makes sense to me to move forward with a lawyer,
[07:43] of a lawyer, but if someone doesn't do that,
[07:45] they're going to look for it elsewhere,
[07:47] and wherever is the big word that I like to use a lot.
[07:50] Friction.
[07:52] Wherever there's friction,
[07:53] there's pushing you away.
[07:56] Whether it's, and that's what the problem was with no AI.
[07:58] There's too much friction with no AI,
[08:00] the long-ring time, the long-hold time,
[08:02] the long conversations that seem to be going on forever
[08:05] with no decision.
[08:07] Those are all friction moments, and I think,
[08:10] So as you talked about, and as I just stated, when people are calling up, it may or may not be
[08:16] crisis mode, but it is absolutely decision making time.
[08:19] And if you're going to put anything, any friction that delays or makes it hard for them
[08:24] to make a decision, you're hurting yourself, you're hurting the firm, you're hurting a brand.
[08:28] And that's why AI is so valuable and so efficient.
[08:32] Right, because they are, they are to make a decision.
[08:35] And as you said, they're uncomfortable.
[08:37] And in this day and age, you have to be pretty uncomfortable to pick up the phone and make
[08:42] a call.
[08:43] So, if somebody is uncomfortable enough to actually pick up the phone and use it as a telephone,
[08:50] then yeah, they are ready to make a decision.
[08:53] They're ready to take action and you need to have something on the other end of the line
[08:59] that reassures them.
[09:00] Yes, not only you're making a decision, but you're taking the right action for your
[09:05] case and provide that reassure and as you said. So I think that that's brilliant. And when somebody
[09:12] is in that mode, that is one phone call that we see coming in for lawyers. But in the conversation
[09:19] that you and I had earlier, that's not the only phone call that law firms are getting. And if we are
[09:26] wasting time answering other phone calls and directing those phone calls to other places, that's another
[09:32] inefficiency. So Gary, can you walk us down that path as well?
[09:36] Yeah, I mean, one of the major issues that anybody will have is when they call their
[09:40] law firms or business that they have a relationship with. And the person they speak with can't
[09:46] help. Right? Oh, let me put you on hold or I can send you to their voice mail or someone
[09:50] to give you a callback. There's zero value you just provided to me. And by the way, I now might be
[09:55] be in crisis mode because maybe I have my deposition tomorrow. Maybe the trials that for
[10:00] a week maybe I'm going to the doctor and I don't know what to say or I have a call
[10:03] at the insurance company. I don't know what to say. I need someone to advise me, right?
[10:07] You might allure my legal team and that's a problem. Maybe I don't know what's going
[10:12] on my case and I'm thinking about going to another law firm. And now that you're telling
[10:15] me, you can't help me. That's exactly what I need to move my case with another law firm.
[10:19] And right now receptionists and I love them. Receptionists in general, they're so kind,
[10:23] they're so respectful. They really do a great job being the cover of the book, cover
[10:28] of the cover of the firm quite often, but they may not, the current setting of a law firm may
[10:35] not need the traditional sense of receptionist.
[10:40] Because the receptionist is only as good as who's available quite often.
[10:44] So with AI, what we could do is, especially with captional, is we can have integration with
[10:48] your CRM and answer questions about your case.
[10:52] If you're an existing client, if you're a vendor, if you're going to schedule a call with an
[10:56] attorney, whatever it is, we can tell you the status update.
[10:59] That's the type of technology that we need in our offices,
[11:03] in our everyday business life because what we're doing again
[11:07] is removing the friction.
[11:09] We're removing your callback.
[11:10] We're removing the disappointment that no one's available
[11:12] and no one can help.
[11:14] And I think if you want to win in business,
[11:19] you have to remove all the lays, all friction points,
[11:23] all people that are slowing it down.
[11:26] And whether you're a tremendous AI advocate
[11:29] or you're an extremely hesitant AI user,
[11:32] you're gonna have to buy into the fact
[11:34] that AI is moving things a lot faster
[11:37] and they're making things a lot more efficient.
[11:39] Well, and I think it's an interesting point that you raise,
[11:42] because all of the information that a receptionist would have
[11:46] or even a paralegal or anybody else who is there
[11:49] to answer the phone,
[11:51] they aren't pulling that knowledge from their head.
[11:53] not everybody has all the details memorized about a case where they going to, they're going to their CRM.
[11:59] They are looking up the details of a case and that person is just there to interpret the information.
[12:05] And so if you can cut out the middleman and have that information immediately available to the clients that you're serving,
[12:12] how much better service can you provide?
[12:14] And I think, you know, you bring something up, Lindsay, and I haven't talked about it in this way yet probably.
[12:19] But when you think about the original reason for the receptionist, it was really to ensure that when someone called your business,
[12:28] we had someone who is available to answer the call.
[12:32] Period.
[12:33] It wasn't.
[12:34] We need someone who can answer the call and solve your problem.
[12:39] That wasn't the original goal. It was we don't want it to go to voicemail. We don't want it to just keep ringing
[12:45] We don't want them to think that we're not working. So someone who answers the call is better than no one answering the call
[12:52] And that's no longer the standard we can play with in our law firms or in business
[12:57] You can't just have having someone available isn't even the stay it's no standard that gets you nowhere
[13:04] Now you've got to make sure that whoever answers the call is actually able to solve a problem or an issue and
[13:12] That's what captionalda does for existing clients. That's where it does for new leads. Right? You know, there's a there's a sense
[13:20] You know, I talk about this a lot the the longer
[13:24] Number of rings so the more rings you hear when you call a business the more you assume that either they're too busy for you
[13:34] or they don't have the resources to help you, both are negative.
[13:39] Right? So the only way to combat that, the only way to beat that challenge,
[13:44] to overcome that challenge is to remove the rings.
[13:48] Well, how do you remove the rings other than completely overstepping and having 500 people
[13:53] available to pick up a call, which is never going to happen, right? You have to put some type of
[13:58] technology in place, a conversational AI like caption now, that will pick up on the first ring
[14:03] every single time, regardless of time, and regardless of volume.
[14:07] Right? That's one friction point that's removed.
[14:10] And you've got to think about as an owner of a business,
[14:13] I'm always thinking what friction points still exist
[14:18] that are possibly removable.
[14:19] And I think all of us have to think about that. We can't just say,
[14:22] oh, we had a great month last month.
[14:23] Let's not change the thing. No, no, we had a great month last month.
[14:26] How do we make a better next month? That's got to be the goal.
[14:29] And you can see it in the data.
[14:31] And when you are evaluating the data,
[14:34] when you have traditional receptionist,
[14:36] traditional intake versus when you are able to meet
[14:41] every perspective client's need,
[14:44] immediately whether it's saying yes or no,
[14:46] or even just answering phone calls
[14:50] and directing them to the right place
[14:52] and not using up the human time that you already
[14:55] are paying for for intake,
[14:58] Those are all efficiency is what you're going to translate into revenue.
[15:01] I mean, something you're sort of touching upon is triaging.
[15:04] Right.
[15:04] Imagine, imagine having capture now in place where an AI product like that, where the AI
[15:14] respondent or conversational bot is determining the reason for the call and then making
[15:23] uh... another determination as to whether it needs to be escalated to a human being
[15:28] whether they can resolve it on their own whether they could potentially
[15:31] uh... schedule a call with the appropriate person on a future day but you're
[15:35] to think about how much time you just saved
[15:37] with caption now especially if now you said you're in take team
[15:41] okay we're only enough three people
[15:42] they're all going to be closers
[15:44] and you're only going to handle the calls
[15:46] that caption out determines
[15:48] are qualified enough to speak with you
[15:50] And we're now we understand because this is what happens in most law firms.
[15:53] We understand that 80% of the M-bound leads have no value.
[15:57] And we want to remove those those conversations and those minutes on the phone from your day,
[16:05] because we don't want you wasting your time with 80% of people we can't help.
[16:09] And rather, we're going to make it where you're now spending 98% of the time with people who we could potentially help.
[16:16] That's the goal, right?
[16:18] Like let's start, I mean, we keep touching upon these words
[16:21] and there's no reason not to, right?
[16:23] The efficiency, the lack of friction,
[16:25] the triage, that is where this works.
[16:28] That is where, and if you're a law firm
[16:30] that's not currently using AI with,
[16:34] and I'll talk about outbound at a moment,
[16:36] both answering inbound calls at any point in the day,
[16:39] you should go listen to your recorded calls.
[16:41] You should go listen, I mean, things like
[16:43] ring time for a minute and a half recordings of the owner of the firm on on on on on what
[16:50] they call that on loop over and over and over again and doesn't get forward anywhere
[16:55] people saying hold on I can't help you were the receptionist saying all of our intake
[16:59] specialist are busy right now some of the call you back I mean this is happening every
[17:03] single day how can we win in business we have to be gone to the point of being your lawyer
[17:08] trying to get you money for your injury what we're still in the let me try to get you on the
[17:11] If I'm with someone who might be able to hear what happened, a stage which is crazy.
[17:15] Well, and if those people who are calling are witnessing your inefficiencies in your intake
[17:20] process, it's going to make them assume that you can't handle any other aspect of your
[17:25] business efficiently as well.
[17:27] And ultimately, that's going to be a disservice for them down the road.
[17:30] So if that is your initial sales piece, yeah, you're going to be losing a lot.
[17:35] Well, because you're right, because we are the business itself is being judged by the first response, right?
[17:44] And not just the speed of course the speed, not just the determination of course that too.
[17:51] But everything in between, how the conversation went, whether someone's paying attention, right?
[17:56] I don't mean to, I'm not looking to crap on intake specialists.
[17:59] I love intake specialists.
[18:00] I've been working with them my whole career.
[18:01] I try to make them better at their job.
[18:03] I'm their number one advocate.
[18:05] However, if you don't have a good one, think about how much that hurts your firm.
[18:09] If you have someone that is indecisive, that is not confident, that has no compassion,
[18:14] that is a reassuring, that is a fast, that has no authority to make decisions, that is hurting
[18:20] your reputation, whether you could possibly imagine because people share that.
[18:25] People like to go to dinner and go, you wouldn't believe the experience I just had with
[18:29] this law for my just called.
[18:30] Can you imagine she asked me this question,
[18:32] dot, dot, dot, dot, dot, or told me this,
[18:33] dot, dot, dot, dot, dot, dot,
[18:34] that's bad, that's a bad reputation right there.
[18:36] We got to fix that.
[18:38] Yeah, and one of the other advantages that I think is important to note
[18:41] is that intake specialist or human.
[18:43] And as a human, everybody has a bad day.
[18:48] And you can't help but bring that into work with you.
[18:52] I have a bad night sleep, and I am worthless the next day.
[18:55] And it happens to everybody.
[18:57] But if you can have that first line of introduction,
[19:01] never have a bad day,
[19:03] how great would it be to just be able to bring all that information every day
[19:08] to the closer that who can close in there.
[19:10] I mean, you should bring up a couple of points there. So number one,
[19:13] you would you just said, and I'll say differently is,
[19:16] imagine if you can guarantee a response every single time.
[19:25] Right imagine that who would not sign off on that now let's go one step further
[19:29] So you're in take specialist sort of human beings and they have feelings
[19:34] Traditionally there's be 80% of people they're speaking with they can't help and they can be long conversations and they can be with people who are getting frustrated with them because
[19:42] We can't help and now they're really emotionally exhausted right and and sure
[19:48] Hopefully they get some on the 20% of the calls that they can help hopefully they're on their aid game and they're feeling good about it
[19:53] Now imagine that putting them in a position where all day long maybe not as much in terms of
[20:00] frequency, but every call they get on is with a real potential client, a real qualified
[20:07] claimant.
[20:08] Do you know how much better that job is for the intake specialist to feel so valuable
[20:12] that they're just speaking with people who they can possibly help?
[20:15] That's huge.
[20:16] That's the type of job that intake specialist wants.
[20:18] They don't want to be in a call.
[20:19] They don't want to come to work.
[20:21] And at the end of the day, someone says, so how many calls did you take today?
[20:25] And you go, what I had to talk about about 74 calls.
[20:27] Okay, it's a big number.
[20:28] I did a qualified to, man, it's a 72 people you spoke with.
[20:33] You couldn't, they were disqualified.
[20:35] That seems like the worst day.
[20:37] I just wasted my day, right?
[20:39] Now go the other way around, right?
[20:41] You're using capture now, there's a triage,
[20:43] all qualified, they get pushed to you at the end of the day.
[20:46] Hey, how many calls do you take today?
[20:47] About 18.
[20:48] Pretty good, not a lot of calls.
[20:50] How many do you qualify?
[20:50] 16.
[20:51] That's awesome.
[20:52] That's what we're talking about here.
[20:54] And I think that's the future.
[20:55] It's the present for many firms, for the firms that are still hesitant about it.
[21:00] What I'll say is this.
[21:02] You know, a year and a half ago, AI was for the bold.
[21:09] Yeah, it was really for those folks who said, I want to try something new.
[21:13] I'm aggressive.
[21:14] I don't mind the risks associated with it.
[21:17] And they probably most of those folks are really ahead of the game.
[21:21] But right now, AI is not for the bold.
[21:24] A.I.s required. It's really required for no matter what business you're in. If you're not leaning on it,
[21:30] you're leaving a lot of money in the table.
[21:32] And that's true. And I remember a year and a half ago, two years ago, when it was just rolling out and hearing some horror stories,
[21:39] because people were not in a mindset where they wanted to talk to A.I.
[21:44] And it was obvious that they were talking to A.I. and it wasn't necessarily helpful.
[21:49] and it was rough.
[21:52] I mean, it was really rough, but that's gonna come
[21:55] with being the initial product tester of these
[21:58] and integrating it there.
[22:00] But if you think about how far AI has come
[22:02] and just the ability to generate images.
[22:05] So you think about two years ago,
[22:06] we were all making fun of the models
[22:09] that had 12 fingers.
[22:10] And now you really can't tell a whole lot of difference.
[22:14] And just the advancement in imaging alone,
[22:18] Now translate that over to conversational AI or email.
[22:23] Like it's becoming a very blurred line of what is.
[22:27] Yes, I think like anything new, we have to get used to it
[22:35] before it becomes a standard.
[22:38] You think about like door dash or some of these other delivery options,
[22:45] I was very hesitant about, as I'm sure my wife was, about using these companies, you know, who's going to be driving them at where are they getting the document, the material from and how long he's going to take and all this other stuff valid concerns by the way.
[23:03] But once you jump in and you start using it you go, how did I do this without this before had the what was I?
[23:10] How is it possible right that's where we're we're just we're past the new stage
[23:15] I've talking to a conversational AI bot. I could tell because I hear the calls
[23:18] I listen to a lot of calls and I could tell that the majority overwhelming majority of people are
[23:25] valuing the ability to share their story
[23:30] over
[23:31] whether I'm speaking with a human being, right?
[23:33] For them, it's sort of a, I don't want to call it selfish,
[23:37] although it is, they have a goal where they have this challenge,
[23:42] they have this problem, they have this issue.
[23:44] And because speed is part of the solution,
[23:47] they're now willing to disregard the fact that it's not a human being
[23:53] if they're going to get this speed that they wanted.
[23:56] And they just want to share their story.
[23:59] And if they could share without somebody asking for you to repeat yourself, without someone spending four and a half minutes on your contact information before they get to the reason for your call,
[24:09] I mean those are big pluses, huge pluses.
[24:12] And I think we as business owners as law firm owners as people who represent claimants, we have to start, we have to stop pretending that, you know, I love when I hear someone, I don't love it, but it's sort of amusing.
[24:27] But he or law firm owner and old school law firm owner.
[24:29] No, no, no, no.
[24:30] But people would call my law firm.
[24:31] They want to speak to human beings.
[24:33] I'm going to make sure they speak to human beings.
[24:35] Wow, what am I to speak to you?
[24:36] You're making.
[24:37] That's what you think they want.
[24:39] You think they want because you're a traditionalist.
[24:41] And I have pretty, and I value that.
[24:43] I really do.
[24:43] I respect that.
[24:45] But what they really want and you better have to speak.
[24:48] And they'll take a conversational AI voice spot.
[24:51] If they can get there, think it's your story right now.
[24:54] Over a human being in 12 minutes.
[24:56] every single time. And by the way we also have options like if someone says I want to speak to
[25:00] you and being great we're going to forward it through human being when to get that intake specialist
[25:05] who is really exciting because I can go help somebody right now as opposed to wasting their
[25:09] day with the majority of people they can help. Well and I think that that is the stepping stone there
[25:15] especially for those rural hesitancy that they're going to be missing clients. If you provide the option
[25:22] then you truly know what people are wanting. If they are comfortable sharing their story with the AI,
[25:29] and having that speed of service versus somebody who calls who is a traditionalist. And I know that
[25:34] for me personally it would depend on the situation. If I am in that urgency, active decision-making mode,
[25:42] then yes, I'm going to want that information as quickly as possible. But if my process is a little
[25:48] slower if I want to make sure that somebody is understanding the nuances of my challenge.
[25:56] Then yeah, I might want to talk to a person that I feel like can better understand each of
[26:01] these.
[26:02] And I think that by providing that choice, you are showing that you actually care about
[26:08] your client and about what they want regardless of the decision that they make.
[26:13] It says, I am here for you.
[26:15] How do you want to get this done?
[26:18] I think that would speak volumes about a lot.
[26:20] So it's so interesting you say that, first of all, I agree 100%, but I want to end
[26:24] another element to it.
[26:24] So I agree that options are very valuable because not everybody wants to same path, everybody
[26:32] wants the same thing.
[26:34] What I'm already seeing, and this isn't to take away the options because I think it's really
[26:39] important.
[26:40] We were very, very clear when we created this solution, we were very clear about making
[26:43] ensure that law firms still had availability of people for those folks who prefer to speak
[26:50] with people. We were not looking. We aren't now and we weren't then looking to say,
[26:55] you don't need your people anymore. Not to you. You need your people. Maybe not as many people,
[26:59] but you need people. But here's what's crazy. And it's not a sales pitch as much as an observation.
[27:07] You and I might think, I really need to speak to a human being because I have a complicated situation.
[27:11] in reality, if we had to look, if we had to compare, if we gave both a human being and an AI,
[27:22] the same set of facts, and we compared their responses and solutions, I think we would
[27:31] both be sort of taking a back about as to how much better the AI really is.
[27:38] Now, I'm not saying you and I should stop talking to people.
[27:42] Of course, we need that human interaction.
[27:44] But it is unbelievably prepared and knowledgeable on such intricacies that we're not ready yet to accept.
[27:58] But it's there.
[27:59] So, Garrett, I've got to tell you a funny story that happened yesterday.
[28:03] I logged into my Gmail account and it was my personal Gmail account.
[28:07] I noticed this new feature on there.
[28:09] That was an AI in box.
[28:11] And I was like, oh, that's a little weird,
[28:14] but I clicked on it and it had already gone through
[28:17] all of my emails, itemized my tasks, gave me a button
[28:20] to click once I have crossed off the task.
[28:23] And like, one was signing my child up for swim,
[28:27] her swim meat.
[28:27] And I was like, oh, I did forget to do that.
[28:30] And so it just had this list of reminders
[28:32] by going through my email.
[28:33] And I was like, oh, I do need to add funds
[28:35] to the lunch account and all of this and I never knew that this was even going to show up
[28:41] in my Gmail account.
[28:43] And now I have the option of looking at my AI in box versus my traditional inbox, which
[28:49] has clearly failed me because it relies on my human nature to be able to complete all my tasks.
[28:56] And I went through my checklist, felt accomplished, and then felt a little disappointed
[29:01] that I didn't have that feature in my regular work email as well.
[29:06] Right. Right. Right. Right. Right. So, and it doesn't take away my traditional inbox.
[29:11] I still have the option to go back through all of my emails.
[29:13] But just having the option to use AI to increase those efficiencies.
[29:18] And so my kid can actually buy lunch today.
[29:20] She's pretty happy about that. But having the option in place is a great stepping stone.
[29:27] And I think that people will be leaning towards AI more and more.
[29:30] I mean, yeah, I think we, it's such a problem solving technique for us because right now,
[29:38] you know, there are times where something didn't work, right? You're talking about your Gmail
[29:41] for a moment, but there are times where something didn't work. And I would, I would be so discouraged
[29:48] that I have to go, uh, taking an hour out at some point today and go call up Verizon or call up
[29:56] my computer company or call up this company go I'm just gonna take an app
[30:00] day I know it and I'm just gonna I'm gonna a lot of the time and I make this call and hopefully
[30:04] they can resolve it. Now that was three years ago. Now it seems like every single issue I
[30:10] have a like a problem or a company I'll go to my you know whether it's Claude or Chatchee B. T.
[30:17] And I'll say here's the situation this isn't working. How do I fix it? And nine and a 10 times it's
[30:24] cutting it's bringing me to the solution, right?
[30:26] And who knows how long that phone call would have taken?
[30:28] How long would it put on hold?
[30:31] How many people would have spoken to until I spoke with a right person?
[30:35] Again, it's just, and this is sort of, I don't know,
[30:38] it's circular reasoning or something else,
[30:40] but maybe just supporting coincidentally the,
[30:44] the, the, our thesis, but we're all looking for speed to resolution.
[30:49] for speed to resolution. Okay, we're all looking to for speed to fast response. Why are we thinking
[30:59] that as a law firm, it's any different? It's not any different. You know, I just to give you a sense,
[31:05] right? So I created something called the intake performance audit, right? And the IPA. And what it does
[31:10] for law firms, it takes all this data into their C.M. And then I use all my methodologies, all the
[31:14] things I've learned over the years, consulting with hundreds of law firms. And then I give I
[31:19] I spit out and ordered for them once a week and it tells them here are all your leaks.
[31:23] Here are all your leaks with all of your leads in the last 30 days.
[31:27] And it's this proactive approach because I don't want them to feel like, oh man, by the time I found this,
[31:32] there's just three months later, how can we to know about this big case?
[31:34] We have to go look at this reporter, this dashboard.
[31:37] And I think one of the reasons that I created that, it's very consistent with why we have captured
[31:42] now.
[31:43] We're trying to solve problems faster.
[31:45] And if you're a business owner, you've got to be thinking that way.
[31:49] don't have to have all the answers by the way.
[31:50] I get that out of your head.
[31:51] That's not what this is about.
[31:52] But you do have to have,
[31:56] whether it's AI or whether it's other partners,
[32:00] if you will, you have to have these solutions
[32:03] and these, here are your problems,
[32:05] and here's the resolution,
[32:07] at your fingertips, all day, every day.
[32:09] You can't be just hoping that,
[32:11] well, since it worked last month,
[32:12] it's gonna work this month.
[32:13] But we're past that right now.
[32:15] But it's moving so fast that we have to be thinking
[32:17] about how do we get more efficient, how do we get everything
[32:19] about getting more productive, how do we do more with less?
[32:24] And I think it's also important to note that this isn't
[32:27] the first time that workplaces have been revolutionized
[32:31] by technology and have really changed the landscape
[32:34] of how we work.
[32:35] I think about 20 years ago, when 30 years ago now,
[32:39] when I was a kid, my mom went to work.
[32:42] She was a hospital administrator.
[32:44] She had her secretary, Brenda,
[32:46] and Brenda was there to write letters and send faxes or I don't even know they had fax
[32:52] missions at that point yet. But Brenda served an integral role in my mom's day. And now that role
[33:00] has been replaced by email, it's been replaced by PowerPoint. It's been modernized and revolutionized
[33:06] in a way that if somebody were to say, hey my secretary will send you a letter and you'll get it in
[33:12] in the mail in a week and let's go ahead and do things that way.
[33:15] They would be left out.
[33:16] You'd be like, this is so archaic.
[33:18] And so now we have this new technology that is once again revolutionizing the workplace
[33:23] in a very unique special way.
[33:27] But there's no going back now.
[33:29] It's a matter of whether or not you are going to modernize and move forward with it.
[33:35] Or whether you're going to wait 20 years and wish that you had now.
[33:38] Well, you know, I could tell from the conversation and from our prior conversation,
[33:41] you are generally conservative.
[33:44] You sort of like before,
[33:45] you jump all the way in,
[33:46] I want to try it,
[33:47] which is why we've talked about a couple of times,
[33:48] both on camera and off camera.
[33:50] Hey, Gary, how does a law firm get involved
[33:53] with a capture now or AI, you know,
[33:56] a little bit before they jump in completely.
[33:58] And I think that the answer really is,
[34:01] let's stick with it.
[34:02] Let's start with your the lowest hand fruit.
[34:05] Your nights overflow and weekend, right?
[34:09] Usually law firms are either either they're going to Boyz Mail and your business isn't going to be here in the next six months or they're going to a call center.
[34:19] If they're going to a call center, I beg you to please just listen to three calls. I beg you because I'm for it. And this is not only call center, it's ultimately acquired, but I know that what went into
[34:29] the training and the management and the everyday ensuring of people doing what they're supposed
[34:36] to be doing. And it's almost impossible to control that everybody is on their A game all the time
[34:41] to make sure the answer is the phone with the right law firm name or follow the right script
[34:45] or with the right goal. And for that why not go with an inexpensive, right? The much less expensive
[34:54] solution capture now rather than a call center and ensure a level of predictability from both the answering
[35:05] the conversation, the information retrieval, the integration into your CRM right there. Check all those boxes
[35:12] never again worry about that we miss a call because that's something many law firms are concerned about.
[35:16] We miss a call overnight. We miss a call over the year. You'll never miss a call. That's probably
[35:21] one easy low, you know, low hanging fruit way to jump into with caption now.
[35:25] Another one like you said, is the triage.
[35:28] I've captioned out, pick up every inbound phone call and just push to call to the right person,
[35:34] with or without integration. It just ensure again that you never miss a very important
[35:40] conversation with your judge, a doctor, an existing client. You know, someone is looking to
[35:44] to go somewhere else, a potential new client.
[35:48] So I think those you're to gateway solutions that A, you
[35:55] won't be risking too much, and B, you'll
[35:58] learn a lot about whether it fits with what you're
[36:00] doing at the law firm.
[36:02] And I think that's a great starting point.
[36:03] And I love that you do have the flexibility to be able to not
[36:09] necessarily jump in with both feet, because this is a big
[36:12] decision. Intake is a hugely important part of your business and it's risky.
[36:19] Especially with the wrong company that isn't quite as advanced as capture now is.
[36:25] But is regardless of risk that you are assuming when you are handing over parts of your intake process.
[36:33] So I love that you have the flexibility to be able to dip a toe in first and see if this is the right decision for your law firm.
[36:40] So one of the, one of, when you say it's risky, not that I'm doing this for a sales
[36:45] purpose, but it's such an easy story to share. We have, uh, uh, uh, uh, uh,
[36:49] I don't know, we have a caption now, Clion, who does criminal defense.
[36:52] And they say, Gary, the struggle that broke the camel's back for us was that someone called
[36:58] our firm during the weekend, and our call center, an outsourced call center represented, picked
[37:03] up the call, heard the story, the claimants or the callers story, and then responded with,
[37:09] I think you should turn yourself into the police.
[37:12] So for us, I mean, that law firm, for us, the risk was, I can never, I cannot risk a human
[37:19] being who doesn't know my industry, who doesn't know what we're looking for.
[37:23] Saints, by the way, no bad intent, no bad intent.
[37:26] But say something that can ruin life and hurt our business.
[37:32] And that for them was the major risk.
[37:33] And I think people need to understand that, like you said, is a riskier try something to
[37:38] do?
[37:39] Of course, it's natural to think it's risky.
[37:41] I think you realize it's not as risky as you thought it was.
[37:44] I would argue because I know a little bit more given my business and what I've seen that it's
[37:49] probably riskier to have a stranger that you have not personally trained, handle conversations
[37:56] or communication with other potential clients or existing clients.
[38:00] Well, into that end, any part of your business that you are handing over to someone else to
[38:04] manage that you are delegating out whether to AI or to another human, there's a risk that
[38:09] that it won't be handled the way that you would handle it.
[38:12] But as a law firm owner or managing partner,
[38:15] somebody who's still taking cases,
[38:17] you don't have time to make zero risk.
[38:21] You're going to have to assume some risk
[38:23] in order to grow.
[38:24] I love that point.
[38:25] I love that point.
[38:26] Rennage shop.
[38:26] Well, and I have loved talking with you about this
[38:29] and learning more.
[38:30] And if somebody is interested in talking to you
[38:33] or finding out more about capture now,
[38:35] how can they get in touch?
[38:36] Yeah, I mean, reach out, Gary at capturenow.com.
[38:40] I think we have a whole team, our tech is continuously improving.
[38:45] I think you can love it.
[38:46] And I wish you all the best of luck as you begin to step into the AI world.
[38:55] My advice to you is don't run away from it.
[38:57] Walk into it.
[38:59] You know, if they're running into it, that's fine.
[39:01] Walk into it because the survival of your business relies upon it.
[39:05] I wish you the best luck, you're gonna love it.
[39:07] Lindsay, this is an absolute pleasure.
[39:08] So thank you for your time today.
[39:10] Thank you so much for coming on, Gary.
[39:12] That's gonna wrap up this episode
[39:13] at the Personal Injury Marketing Minute.
[39:15] If you wanna learn more about Gary and Capture Now,
[39:18] we will put all of the information in the transcript notes.
[39:22] And if you're a personal injury firm looking for ways
[39:25] to improve intake, get more business,
[39:28] actually calling your intake team.
[39:30] Feel free to reach out to me at LindsayAdoptimizeMyFirm.com.
[39:34] Thank you so much Gary. It has been an absolute pleasure.
[39:37] Thank you, Lindsay. Have a great day.