119: Automate, Communicate and Innovate with Tech Experts Edward Kirk, Jay Sarmaz, Kellen Brown and host Jay Berkowitz

So, you know, step one, someone's interested in hiring an attorney. Step two, you're going to use technology hopefully. You know, we highly recommend having a chat bot on your website and having really great intake and then really great data. Again, we're tracking exactly where the leads are coming from and tracking the performance of the intake professionals. Now the next step, there could be sort of an interim step, and you guys have met lead docket before. It's a file vine product, and there's two or three competitors in the marketplace, but that's a really great tool for tracking the leads, assigning the leads, and keeping track of Mrs. Smith, called Mrs. Jones calls. Mr. Johnson called and getting all three of those leads into the hands of different intake professionals or attorneys, if they're going to be following up and trying to get those folks signed up.

Welcome to the 10 golden rules of internet marketing for law firms podcast featuring the latest strategies and techniques to drive traffic to your website and convert that traffic into clients. Now here's the founder and CEO of 10 golden rules, Jay Berkowitz,

well, good morning, good afternoon, good evening, if you're watching this in some different time zone or sometime in the future. My name is Jay Berkowitz, and welcome to this month's live stream event. We've got an awesome panel, and we're going to uncover some of the newest technology tools for lawyers. Today. We called it, automate, communicate and innovate. You'll meet our expert panel in just one minute. But I just wanted to kick off and sort of give us a template for the technology space for lawyers. And I want to start with like, let's think of where someone starts with the technology, with their interaction with the law firm, and where does technology integrate? First of all, people might come in as a referral. They might come from another attorney. They might come from a chiropractor or medical facility. Vast majority of our businesses tracking from Google. Obviously, there's social media all kinds of different references, and of course, you want them coming from your SEO and your website. So the technology starts as soon as you initiate a lead and as soon as you can start tracking and getting that information. So we do a lot of work with different technology, you know, simple things like call tracking numbers and intake technology to try and add as much data. Because knowledge is power, we want to add as much data as possible to finding out when leads are coming in. So then the next step is you're going to actually interface those opportunities. And you all have met intaker chat on a couple of these live events in the past, or your call center, and as a matter of fact, next month, we're going to be talking about intake and how important it is to have excellence in your intake, and we're going to give you some great strategies for really, really awesome call center folks and intake strategies. So, you know, step one, someone's interested in hiring an attorney. Step two, you're going to use technology hopefully. You know, we highly recommend having a chat bot on your website and having really great intake and then really great data. Again, we're tracking exactly where the leads are coming from and tracking the performance of the intake professionals. Now the next step there could be sort of an interim step, and you guys have met lead docket before. It's a file vine product, and there's two or three competitors in the marketplace, but that's a really great tool for tracking the leads, assigning the leads and keeping track of Mrs. Smith, called Mrs. Jones, calls. Mr. Johnson called and getting all three of those leads into the hands of different intake professionals or attorneys, if they're going to be following up and trying to get those folks signed up. So a tool like lead doc, it might be next on the hit list. Now, once those leads are entered, they're going to go into your CRM, and so a CRM or a case management system that actually, I guess, technically, lead Doc is a CRM, and then Supio is starting to play in this space, and you're going to meet Ed from Supio in a minute. And your case manager, we've had smart advocate. We've had litify on here in the past. File vine are typically the case management system is going to track all the cases, and then what's happening in those cases. And then today, we're going to meet case status. And case status is a really incredible tool. Y'all have met Hona before and case status is an incredible tool. Think of it like a banking app. Is how they describe it, like a banking app for your clients, and they can find out exactly what's going on in the bank, what your balance is, where transfers went. You can download reports. And so case status is a great app. That makes your customers really happy. And one of the biggest complaints in the Bar Association is, I don't know what's up going on with my case. So today we're going to go through the tech stack a little bit. I'm going to skip the marketing piece, because y'all hopefully seen a few of these, these webinars, if you haven't, you can go to 10 golden rules and go to our YouTube page, and there's amazing content, like I recently just did a webinar on the six parts of Google and all six ways that you can get leads from Google, the new AI. We covered the new AI, the new artificial intelligence results and how you can get listed at the very top of the page in AI. We've covered the local service ads Google screened. Talked about SEO. Google Maps pay per click, and the mystery number six part of the six parts of Google is YouTube. Because Google owns YouTube, it's actually the second most highest traffic website in the world. A lot of people search directly for things on YouTube, and we're optimizing videos for our SEO. So how do you get that initial traffic? You know, we've covered that topic in a lot of depth. And then the second piece, as I mentioned, intake and the tracking piece we're doing that next month, today we're going to talk about Supio is going to be one of the tools for managing those cases. So sort of that case management piece and case status. And then we've got another secret weapon that you're going to meet shortly. So without further ado, I want to introduce my friend Edward Kirk. We've hung out at a couple conferences, we've done a webinar, got to know each other on three or four calls, and we've introduced Supio to some folks, and I think 14 people from the conference we're at together have hired Supio and started using the product. It's a combination of amazing technology, AI and without further ado, I'm gonna let Ed tell you more about it. Well,

thanks for the introduction. Thanks for having me. I can testify to Jay's YouTube presentations. They are fantastic. So I'm Edward Kirk. I head up partnerships at Supio. In a former life, I spent seven years as a litigator in London. I'm now based in Toronto and in Canada, Jay's Jay's, Jay's country, but you're based in Florida. I know

I lived in Toronto for about 15 years, but there you go, World Series.

So I spent, as I, you know, in my time as a litigator, I spent a lot of time in in data, in medical data and financial data, the manual page turn in the weeds of documents, trying to find the needles in a haystack. And what supio is, is a AI native tool designed specifically for plaintiff lawyers. I'll give a little bit of insight about what AI native means, but essentially, we are built around the data that our firms use and work in every day, whether it's medical records, medical bills, trial data, like depositions, witness testimony, expert reports. We create this house where you can interact with that data using AI, and we build the refinements, build the customizations, to create this experience where AI personal injury lawyers are able to find the insights in the case. Do summarization, do drafting of motions, of of of demands. So it gives them this space where they can work in their data right from the beginning of their their case, all the way to the end. And I'll get into, I'll show you what that actually looks like in in real life, but I'll touch on a little bit about AI today, because I feel often it's a bit of the Wild West. All of these companies out there slack AI on their, on on their, on their banners. And I feel for consumers as it's difficult to understand, like, what? What are we really looking at here? But what the right AI can deliver for firms is really significant for me. The age we're living in now is the biggest shake up to legal practice since the dawn of email or Word Processing 3035 years ago. This is, this is where technology has really come to a place where we've wanted to be for a long time to help us to analyze complex documents, to help us with drafting and all of that equates to speeding up cases, to get being able to free up time to do the human things, like getting back to clients and helping, ultimately, to win more cases. So as I said, though this is a wild west period, and not all AI are built for the same things. You have LexisNexis or Westlaw building their AI to help with legal research, and you've got tools like practice management system or email that are now add having AI add ons, so they weren't originally built with AI in mind. And for you know, for us, what we hear a lot at conferences is lawyers using. Chat GPT to analyze medical data. And not only is that sort of unethical, like if you ask chat GPT, are you HIPAA compliant, they'll tell you no. And not only that is not designed for the task, it doesn't understand these complex documents in the way that we have trained our technology to do it, so be mindful of the task that you're using AI for, because ultimately, we don't want to have unreliable results. Because we've all heard about hallucinations. We've heard the cautionary tales of New York lawyers using chatgpt for their legal research, we need to be using the right technology that cites its sources, that shows you where how it's done, its workings, shows you the source data, so you can rely about, rely on it, validate it. The other issues is that it could come to the wrong conclusions if you're not using it appropriately. And ultimately, you know, if you're implementing this technology at your firm, you know you'll lose the trust of your staff, and you'll just be paying for technology that you're not using, which is the worst of all worlds. And as well, as I touched on, you know you need the technology to be HIPAA compliant in the case of medical data or to take care of the data. For us, we comply with GDPR, which is a sort of data standard to have processes and controls in place to take care of data, because this is sensitive data, so need to be mindful of those risks. So, and I'll move forward here quickly, but you know, essentially, what you're looking for is AI that is purpose built to understand the data that you're looking for. For our case, what we do is we include humans in the loop in order to aid our AI to understand the data. We have something called annotation, which is we structure data to enable our ai, ai to extract the data accurately, and we also contain your data. We put it in a silo so that that's all it's looking at when it's trying to find a response to your question. And all of this sort of comes together, and I'll show you now what we do at Supio to give you this result of an AI native solution. So we, we, we, we started with what the experience would be like for a firm using AI in their practice, and then we structured the data around it to help the AI to understand it and use the data. So what you have for us as a starting point for our firms is a medical chronology that they can interact with with an AI assistant. So here is the kind of the user experience for our firms with Supio. So on the right hand side, you see medical chronology, and on the left the chat experience. So this is a baby formula net case that we do a lot of work in for mass talk firms. And on the right hand side, you have this digital medical chronology that is condensed. If you click on any of the cards here, you get a more detailed overview, and you can search this with a keyword search, filter by the event type, or filter by person, segment by date. Gives you really easy navigate, navigation tools to move around the timeline. But then on the left, what you see if you have this AI assistant that has been built around the medical data is used as a foundation model that's been refined and customized for personal injury. Mass taught lawyers, and then what you can do is ask it to summarize a case, ask it for the insights when was the neck first diagnosed, or use it as an AI colleague to help you to prep for a deposition or use it live, which is what our client in this case did to hormon in Missouri when they're in when they were going up to battle against Abbott Labs and their baby formula case, they were using Supio to find insights from 40,000 pages of medical records at their fingertips during trial, and they ultimately won a half billion dollar verdict. So what you can what you can see for me using this compared to my experiences being a lawyer a few years ago, is that is a much more enjoyable experience, right? You can find the insights at your fingertips, while also finding those citations to verify the information you are getting. We also help firms with other types of data, and this has been a real push for us at our company and. Um, with something called Deep Dive. Essentially, deep dive is a container where firms can load in, uh, documents, they're usually text based, like deposition, like a witness testimony, like an expert report, and use deep dive to summarize or to extract information I've had lawyers in Phoenix tell me that they use Supio to to depose and impeach defense expert. So what they did was they loaded in the defense experts prior reports, and then ask it to find recurring statements that would indicate that their report was built on a template.

I've heard of trucking lawyers using it to load in depositions from depositions of the trucking companies that they've been deposing, asking it to find references to negligent practices like negligent hiring or negligent drug testing, and pulling those getting those quotes, and then asking it to draft a motion for summary judgment using the quotes so and doing this all in minutes. It's not the final product, but for our firms, it's essentially like a time machine. It's giving them the ability to speed up the way they do things and create that sort of that initial starting point, so the experienced lawyer can come in and add the finesse, add their experience to it. Another area which our firms are really excited about is what we do in medical bills. This is an area that, up until now, has involved incredible manual labor to be able to extract the line items from bills, match them to medical records and create a ledger of what has been billed, what has been adjusted, what's been paid and been created paid by whom, by the insurer or by the client. What you see here is a ledger that has done the entire work for a firm remove, reducing human human labor, removing human error from the process, and ultimately creating a work product that they can use in their case, right away. Doesn't require them to do any labor in the creation of this document. And what they can do is they can extract it into an Excel document and then work it up from there, and you could see it cites the source document at all stages, so they can look at that as well. Another cool feature is that we have this Lean eligibility feature where firms can check whether the lean that is in the records is eligible, eligible to claim based on the incident, based on the injuries. So nice little fun overlay of AI into the experience. Finally, what our firms are also excited for is leveraging AI to to help them with drafting. So something that we do at Supio is we draft the demand package for our firms based on their template and on their header, but what they can do now is tailor the letter, leveraging AI so they can ask it to change the tone of the letter. They can upload documents that have subsequently come to light. For example, perhaps a Life Care report has come to light after the document was drafted, and what they can do is ask the AI to use the data in that document to redraw draft a section, and do it within a matter of seconds. What I used to find when I was in practice was that the blank page was the hardest place to start, and what we're doing at Supio is giving our firms the ability to leverage their own templates, their structure, the framework and the house style of those templates, and then connect them with the data with that's been cleaned up, the medical data, to help them with drafting, to speed up the delivery of the tasks that they have in their in their day to day work. So just to cap off, Supio lives in the medical data, the medical bills and data of our firms and produces these features for them to interact with the data as required. So if you'd like to learn more, reach out to us via our website, or you can contact me directly back to you. Jay,

that was great. Ed, thanks for sharing. As I mentioned to the panelists, I always like to have a couple great questions, because hopefully I come with a perspective that helps clarify so you touch on this very, very briefly, but one of the things. That's excited everybody about supio Was this story about the firm that won a half a billion dollar verdict, and they gave a ton of credit to supio. So it's kind of like having this secret weapon with you in trial, this secret little trial, superstar trial attorney with you in your briefcase or in your laptop. Tell us the story of that super case verdict,

yeah, so that was the Tor woman's case in their battle against Abbott Labs baby formula, essentially, for people that don't know, for babies born with NEC, basic premature babies with this with this illness, they often use baby formula milk, and these the this milk provided by Abbott Labs has been shown to increase the issue of NEC and it can severely Disabled babies and and also cause fatalities as well. So really horrible illness. And so in this case, actually, torman came to us and said, Could you create this environment that would enable us to search across these 1000s of pages of medical records, which is 40,000 in this specific case alone, and it required us to build a model specific to this mass talk to the baby formula cases to understand the data and understand what to data to pull, and then give give their lawyers this chat function to be able to access the data in real time and trial so You know, if they're hearing from the defense arguments that don't add up, or from the witness, they were able to access that data in real time and counter them then and there, which obviously, if you're in a mediation or on the phone to an adjuster, to be able to do that shows an incredible confidence in your case to be able to Pull the data, not just in an answer, but also access the date the document in question to share. If you go to page X, you'll see where this reference is and and that that that is, as you say, Jay, a superpower.

That's fantastic. So second question, I guess Supio is really not a CRM or a case manager. It's more a combination of different tools. I'll talk about that in a sec. But does it connect directly to the prominent legal case managers?

Yeah, that's right. There is some overlap. You know, you'll see practice management solutions today creating solutions similar to what Supio does, but what we do is connect with the majority of practice management systems today to streamline the way that data flows into us and also flows back to the practice management system. From my perspective, practice management systems are a wonderful and necessary tool. However, you know, when you're creating technology, it requires incredible focus to create something that does a brilliant job for what it is. You know, in in supers case, we focus solely on medical records, medical bills, and understanding that data and creating a native AI solution that is built specifically for that purpose. So the two perfect bed buddies, in that sense, because they fill in perhaps a gap that their practice management system won't be able to access, have access to.

So it's like 10 golden rules. We decided to stop doing internet marketing for everybody, and now we only do internet marketing for law firms. And we got really, really focused and really, really good at it, like case managers trying to also be experts at medcrons or whatever. They'll eventually get there, but it's not going to be their core competency. So in my mind, and I just maybe correct me if I'm wrong, or clarify for the audience, it's kind of like a combination of chat GPT, but you can't use chat GPT for legal. It's not HIPAA compliant, and it's just not ethical, because you whatever data you put in chat GPT is out there for the world. It's like getting a whole team of junior attorneys who are going to pull in all this information and catalog it and sort it so, so you could access it like they did at that trial. It does medical chronologies. It does demands drafting. So is that kind of like the feature set?

Yeah, yeah. We, we started around creating medical chronologies and demands. That was our sort of step into the the industry, because 75% of time for law firms is in the medical data. You know, understanding that was our first step as you go, as you go down the rabbit warren. You what we've seen is our firms want to access more of their case data, whether that's medical bills or what happens. A lot. Today is understanding depositions, witness testimony, expert reports, even loading in their own notes to create a narrative. And they love it because that it's a safe place for them to do that, and it's also bound to their case data. So what super allows them to do is look at the attire case in in their searches, rather than portions that they might have to in other software. So it gives them that access, which is is really the whole whole thing people want to be able to know that they're accessing data from across their case, and not just a segment that might not, that might, might not give them the whole story.

Cool. So who should use super like we talked about personal injury mass tort is that really the practice area set today?

It is. Yeah, we we focused on personal injury to begin with. We work with mass tort firms today, in a number of mass torts, where you'll see us is also in workers comp and Social Security as we move forward, because there's these overlaps in the data that these injury

is consistent. And final question, how do you get started with Supio, like, what's involved for the firm to get it, get it set up and get it rolling.

The beauty of Supio is that the value is instantaneous. Firms upload a case via their case connector, or they drag and drop the records. We turn around the case in a day or two, and then then they're immediately able to work up the case from there to partner with us, reach out to me or the team, we can talk about your needs and provide a sort of more personalized demo, and go from there.

Great. Thank you so much. Let's stick around, because we'll take some questions from the audience at the end. We've already got a couple coming in, but next up is Jay from case status, and I'm really excited to announce the founder of case status and receivers. We had a great call recently, and Andy just blown away by the story. And I booked Andy to speak at tgr live. If you all haven't heard about our live event, we do an event called growth strategies for law firms. Tgr live, 2025 we booked March 10 and 11th. And I know Ed and Supio hopefully are going to be there, and hopefully you all can join us. But we have some amazing folks already already booked, including Andy Sievers, the founder, case status and so Jay's going to tell us today about, you know what Andy explained to me is kind of like a banking app for the consumer to see everything that's going on with their case. And I don't want to steal all this thunder. So Jay, welcome.

Thank you for having me Jay to begin with. Again, I'm Jay. I'm the VP of data and AI case status. I am actually, I've been in the data science field for the past 1415, years or so, and with the last 16 in legal tech specifically, I led another legal tech company that was specifically doing data and AI for law firms for a few years as well, right before I joined case status. Now I'm basically adding all the secret sauce of AI into the case status app as well at case status. So like you said, Jay VR, you know, arguably, one of the top five most important events in a person's life is a is a legal matter. And you know, there's, there is gap between the legal matter and the communication or the client engagement piece, and that's where we are actually coming into play. So you can say the banking app. We are also known as the Domino's Pizza Pizza tracker for legal cases. So it's basically being able to track your case like you would track your pizza. And currently we are the leading client engagement platform for law firms. We basically help law firms accomplish two things that we are really, really passionate about. One is delivering a client experience that leads to significantly higher client satisfaction and increased revenue through referrals and reviews. And two, basically a great reflection of that is we have, I think last I checked, we had over 30,005 star reviews on both app stores. We deliver that experience through our client apps, and two promoting tremendous operational efficiencies in client engagements. Those are the two things that we really focus I'll tell a little bit more about how we do it. We do that basically by meeting clients and your staff where they are. So again, your clients expect to see us. You know. Spend about four to five hours a day on on their phone and on the apps. So we created an amazing effort to be able to attract the cases and on the staff side, all your cases are automatically sync case status, and you have the option to use a web portal or the chrome add on that pops up on the side of the screen so you don't even need to leave your case management system. But I think let me explain a little bit about the client onboarding experience and how easy it is. Basically, as soon as you add a case on your case management system, your client would receive a text message from case status platform where they would have a download link that would direct them to the appropriate app store. Then they simply download the app, punch in their phone number, they will receive a one time verification code, and that's it. So basically, at that point, they're in the system, connected to your case management system to any updates you make on the case management system. You know, depending on how you set it up, is automatically going to go to go to your clients too. It's incredibly easy to be on, and is it really low barrier to entry. It's actually the same thought process that you know, companies like Uber and a lot of other companies they've used to onboard hundreds of millions of users. From there, if they have the app, they'll be able to self serve so they would see a firm branded interface with your logo and color scheme on the application. At the top, they can see their checklist items. They can see the journey of their client journey and where they are in that legal journey. More often than not, these stages are mapped directly to the stages of your master case management system process, or like stages so edu advanced a case in your case management system will, we will not notify the client on the mobile app if they don't download the app. Clients can still communicate with staff via text messaging, so that is still integrated with the case management system, per our direct integration, just they won't be able to self serve. So if you can encourage the clients to interact with the app from the beginning, they'll usually get their questions answered. Actually, I was looking at those numbers on the obviously, the numbers guy on the team, and what I found is 93% of the time when people go on the app, they find what they're looking for, and they don't even ask any questions. So you know, my job is the VP of data, and AI is basically, how do I make sure that remaining 7% find what they're looking for too when they go on the app? Is a big question. And there are a lot of really exciting features and AI products that we've released and are releasing soon. That helps with that, you know, remaining 7% the only other piece is we get asked a lot about the, you know, the the multilingual community in the legal industry. So we basically enable communications with over 138 languages. That actually helps you communicate with people that you don't speak the same language with. So our app is automatically going to understand that language difference, and we just able to translate any of your message or native language into the language of the client automatically. Why is the client experience important? Like, why? Like, why do we focus on this? So I was looking at the clear trends report the other day. They have a lot of really good information. I highly, highly encourage everyone in the legal world to take a look at the report. It comes out once a year gives you a lot of really good industry wide trends and information. I found this, like really interesting chart that says they basically asked legal clients about how they make hiring decisions. What they found is 52% of the hiring decisions are based off of client reviews and referrals, 16% is based on response time. And the average response time currently is 48 hours in the legal industry. It's, it's, I think it's the worst in all of the service industries out there, as far as I know. So basically, a total of 68% of all client hiring decisions are based off of either reviews, referrals or or the response time. So we play in both of these areas, you know, and the value of knowing you know how your clients are feeling about you have their experience goes is really important. We measure that throughout the entire process, when they interact and when they're on an app, we constantly make sure like they're happy. And measures what we call a net promoter score of like, how much of a van your your client is. So again, the main idea is, is twofold over there, I strike while the iron is hot and ask for a review or referral, and then two triage love scores. Show them love and personalization and get them to increase their individual Net Promoter Score. The good news is, again, that, like we did that from from the beginning, this just allows you to really listen and connect with your clients. You're building basically an army of people that really support and think about you, that would prefer cases to you. Within within our app, there's also an easy way to refer other people to your law firm too. So if they're really happy, which we continuously measure, they can actually refer you more clients, which we have seen as well. One of our really large firms actually went from a referral a day to six referrals a day after switching over to case status, a really, really large firm. So there's a lot of value in measuring that client experience. We integrate with most of the main case management systems out there, and we continue to expand. But again, like I mentioned, you can use crop on you don't need to go to the portal as well if you if you want to stay within your case management system. So we continuously, again expand our integrations, but it's likely that we already integrate with what you use some of the really exciting products that we released recently, or also, like in the works, our flagship AI product is called recommended responses. So this is a product that I'm really proud that I was a part of, as well as basically, whenever someone asks a question, we use your firm's data messages, message templates, your previous conversations with that person,

your staff on the case your website and SEO content to draft a response within less than five seconds. So this is basically going through hundreds of pages of documents and then drafting you an answer within five seconds. It's also predicting what the best response would be. Provides you three options. You can select the one that fits the most and edit it right before you send it. There are also quick actions right there for you to be like, make it shorter, more professional, more casual, make editing to content a breeze, and unlike, you can fit the tone that you desire. And you know, you're able to upload, download a response, and, like our AI basically keeps learning in background. So we're really, really excited about this feature, and we're seeing tremendous use, if you release, I think, over six months ago, and significant amount of usage of the extent improve this product even more the other like aI products that are in the works or coming soon, we're working on some case sentiment. So we're trying to predict basically how people feel based on how they use the app, how they interact with the app, that includes, like the sentiment and tone on the message, as well as, you know, overall case, sentiment to predicting how the clients feel about you and your firm, even even before they tell you how they feel, is the main idea. So there's, you know, we give the famous example of someone is waking up at 4am in the morning and looking at the app, and I like checking it five times. That means they're frustrated, and that's a valuable data point that we pull into products, or AI products like this, like I mentioned, over over 100 languages, we power two way communication with people, independent of what the two languages might be. So we automatically understand your language and the client language and allow you to to translate with the click of a button. You're using Google's neural engine in the background for this, and really proud that this was actually one of the top requests from our clients. Finally, a few examples of clients living since Stefani, their average response time is 5.4 again, the industry average was 48 significantly lower than the industry average. And you can see their average feedback score is 9.1 I think they got like 30 or 40% uplift in their. Of Google reviews, their MPs score is a 71 so this is again, a measure of how happy your clients are. I'll just tell very quickly what MPs is. So if someone is rating you a nine or a 10, they are your promoters. They rate you as seven or eight, they're your passives, and if they rate you zero to six, they're your detractors. So this has been studied in the world of marketing for a very long time, and basically your promoters, minus the detractors, gives you your MPs score. This is a measure of, you know, how many promoters and how many detractors you have, and you're like you're trying to maximize the promoters, minimize the detractors. So Levinson Stefani got a 71 and I also want to say we just released our client satisfaction awards this year. So this is an annual award that we give to to the best law firms out there when it comes to taking care of their clients, lemons and Stefani was, was one of them, one of the winners this year. Another one's law firm was a super user of of our platform. Recent implementation really feeding a lot of the other law firms when it comes to service, 3.7 average response time, 72 net promoter score, and they already saved close to 500 hours within the first three months of implementation with case status. So we also tracked the time savings. Just a quick overview of where we are as a company this year, particularly, has been very exciting for for us and for for case status. So we recently raised our series B, round of 19 point 7 million, expanding our team. We're certified great place to work. We want the best business of law app from over 250 integrations that Clio has made it to. Inc 5430 in the list. And I think we are about 40 out of all software companies that are SOC two, type two security certification, which is the gold standard for software security. And the year isn't even open yet. So been a really exciting Yeah, and if you want to see an interactive demo of our product, please scan the QR code. We'd love to hear where you are in your client journey, and we'd love to help you connecting that last mile of communication and engagement with your clients.

Great. Well, thanks, Jay. You guys now are accustomed. I got a couple questions. So the first one, you know, I really like the fact that you can track your case, like tracking your pizza, because I unfortunately had a couple car accidents. That's the bad part. The good part The good part is, I got to learn a little bit about what our clients go through. And, you know, I constantly had questions, like, after the MRI, did my lawyer have the MRI? What did it say? What was he doing with it? Did he get it to the neck surgeon? Right? Like, it was like, I didn't, I didn't need that neck surgery. Thank God. But all those questions, you know, I'd call him, he'd say, Oh, I'll ask my, you know, paralegal or legal assistant, then I'd never hear back. And it's a long story. So how does the app answer those type of questions?

So that recommended responses feature that we built, again, it's using a lot of data sources, and we continue to expand that into other data sources. So it basically, as soon as you it receives that question, it's going to look at all the data it has access to draft a response, and it will be basically coming in front of a paralegal or an attorney, they would review what the response looks like, and then be able to say, All right, this, you know, this looks great. Send it over to the client. So significantly reduce time to do research in terms of what, what an answer might look like for for for the user. So it's basically getting it out there. One really, again, exciting feature that that we are currently working on is understanding priority and message urgency. So some of the questions are more urgent than others, so we are now creating, working towards this idea of a triage AI engine that prioritizes all these questions and tasks. So as an attorney, I'm paralegal, if I'm dealing with a lot of cases, I know what questions to answer first or tackle first, then you know than others. So combine, combining the two gives a lot of a lot of power.

Okay, cool. And one of the other case studies Andy shared with me, the firm got. Like, six times more referrals from clients. How does that work? Just because of happy clients?

Yeah, so telling a little bit more about the product. So when there are case state changes on our product, we usually send a real cooks quick survey of how the users feel about the experience so far. And that's basically, we call that the customer satisfaction score. And you know, towards the you know, as you progress the case, your loss score becomes your net promoter score. So you're able to predict and see how your clients feel, and that's when you can actually have a conversation with them and get more reviews, get more referrals. So like, you really solicit that information, you know, even like having that friendly conversation of like, you know, looks like your experience is great so far. And then, you know, basically get into like reviews and referrals. So that's these.

That's a great time to shoot over the Google referral link, Google review link, but obviously referrals too. Yeah, exactly. I love them, great. Well, thank you so much, and don't go anywhere, because I've got some questions coming in. Oh, I see Michael saying, is, is there a place to see the video again? Yeah, all the videos are on our YouTube channel, 10 golden rules.com and click to YouTube. And last, but certainly not least today is Kellen Brown, and this product called Crystal Knows. Now this one is for everybody. So even if you're not a law firm, and you got this far in the webinar, I don't know why you did this is like, kind of like my secret weapon, and I'm sharing it today. And, you know, think about it from, you know, sales or relationship perspective. If you're able to find out exactly the way someone thinks and exactly the way someone buys in a sales scenario, it would be like, Oh my God, I've got this amazing secret weapon. And this tool is so cool because it pulls up everybody's DISC profile from their LinkedIn, and I want to tell this story really, really quickly, like very good friend of mine, Josh Nelson, runs a mastermind called seven figure agency that I participate in, and I was demoing how much I love this product on his stage, and I showed an example of Josh's LinkedIn, and I was able to talk all about his personality characteristics and how I deal with him, if I was doing business with him, and everyone's like nodding their head, okay, that's Josh. Then I had a picture from his wife, yesenia's LinkedIn, and Yesenia hadn't updated her LinkedIn in 15 years. So it was a 15 year old job. It was a 15 year old picture with extremely limited amount of data in the LinkedIn profile, but yet the tool was still able to give me a very clear description of her personality and how to sell to her, how to do business with her. And everybody was completely shocked that the tool was so powerful. So with that, I'm going to turn it over to Kellen Brown, to tell you about him, a little bit about his own background and Crystal Knows.

Awesome. Thank you, Jay. Yeah, my name is Kellen Brown. I'm CSM over here at Crystal. I've been working with Jay and 10 golden rules on how they're using Crystal and how they can use it to better increase their communication efficiency. So without further ado, I will share my screen now. And as Jay was saying, first thing that we look at is personality data. So we use personality data in order to make again, making that communication effort a little bit more easy. So lot of times they say the most important five seconds of a conversation can be the first five seconds. So it's nice to know whether you're going into a conversation if you're dealing with somebody that's super analytical, somebody that's super outgoing. Just to give yourself a little bit of a print for that, as you was saying, you look at the DISC personality framework, so you can see on the left, there's 16 slices in this pie. But as for beginners, it's easy to look at those main four. So we have our D dominance, our I influence, our s steadiness and then our C conscientious. I know there's tons of different parallels that you can apply to this. It's funny that the LinkedIn post was a legal Eagle, because birds are oftentimes used to correlate this types as well, and D types fall in that eagle category. Funny enough. So I know Jay is a D type captain. So looking at that LinkedIn piece of the puzzle in that journey. When you're digging into somebody's personality, there's a few different ways that you can go about getting that the toughest but more rigid would be through the assessment. So we have an actual assessment that you can take, but oftentimes that's tough to do with somebody. So something that we'll do is we have a Chrome extension that a little. Into somebody's LinkedIn page, and we can make those predictions based off of the information that's there. So we can see here on the right hand side, Jay is a D captain, decisive, fast paced and assertive. First thing that we'll leverage is some high level do's and don'ts on how to communicate with Jay. Again, this is just that high level, we go in a little bit deeper in the actual Crystal platform, so we can get into things like, what are Jay's behaviors? What are his trainers? What energizes him? And then we have these quick meeting tips. So on the right hand side, of course, those things are a little bit more broad things to just kind of keep in mind as you're going through conversations. But then if you're going into a meeting where, for this example, it's convincing them to hire you, we surface those three high level do's and don'ts. But this can go down as simple as saying thank you to somebody. How somebody wants to be told no, how to gather feedback from that person. This is where you start to see that that impact in your conversation style. So just a quick example, when I was going through and showing my slides to Jay before this as an S type and a C type, I had words and words and information, kind of information overload as a D type, he's saying, Alright, let's cut it out and cut out the fat. Just get to the point and show the tool, because it's cool as it is. So to kind of bump forward, and I want to share this with everybody that's on the call today, but we have playbooks, so first thing we're looking at is when I'm looking at Jay's LinkedIn, obviously you get those one on one communication styles once you get more people involved in these meetings, things can start to kind of differ. So obviously, adding more people into the conversation complicates things. This is just a screenshot, but the link that I put in the chat is accessible to everybody that has access. You'll be able to see here kind of that visual representation of what it means for me to be an S type and for j to be a D type. Again, this goes back to disc and the personality framework. Something that we offer, too is training on those things. So just to make sure it's better understood, the cool thing about disc as well, when we're looking at this is it's not something that's new to you. It may just be something that you haven't thought of. Everybody's had an interaction with a waiter or somebody at the grocery store where maybe a joke didn't hit like you thought it was going to at the time, or it just feels like you're pulling teeth with the person this is kind of peeling back that layer and giving a more analytical approach as to why that could be. Another interesting thing about these playbooks is that it can get as granular, again, kind of like those quick tips as saying thank you, brings in everybody and shows how they'll collaborate on a project, how they'll how you can convince them to hire you, how you can gather information, etc. So we do have CRM enrichment. We also could do a case management system. So I've heard that thrown around today, and if there is an API plugin, this is something where we can put our data fields into those data fields as well. So I know it's annoying to go from one screen to another, one platform to another, so being able to make that easily accessible for you is one of our goals and priorities. The other thing that we have is virtual meetings. So whether I'm on Zoom or whether I'm on Google, meet, I can have this little bumper here. They'll identify the person based on their email address and name. So if they're part of that invite, they'll have this little banner shown up. If we can get a personality prediction on them again that's going to recognize their email address and make a prediction of public information that's tied to that. So just keeping things really just to enhance that social awareness and social intelligence as you're dealing with people, then the last integration I'll show is our calendar integration. So what this is going to do look at your calendar, you connect everything. It's going to make those predictions based on those email addresses, and then shoot this email to you beforehand. With this, you have links right to those individual profiles, and you can build a playbook right from there as well. One of the things I love about this is something that I can just open up 10 minutes before meeting that I have, and I can just see based on, you know, once you get your disc muscle worked up a little bit, have a better understanding and better idea of how you want to go into that meeting, how you can better prepare. So just a quick screenshot of everything that we offer, again, that dashboard, looking at somebody's profile, you can you. Go as deep as you'd like. The first step of that phase is taking the personality assessment yourself so that you can understand your communication style, and then you can track that with the people that you're communicating with at Chrome extension, kind of the engine behind everything. So being able to follow you from your CRM to LinkedIn to your email inbox and so on, your email inbox will have that writing assistant. This is more of a think of like a Grammarly or a spell check, but kind of analyzing your text in order to cater to the person that you're talking to. You can see here, so chat about to be more formal and say, discuss. Then again, those playbooks, that API and CRM enrichment, virtual meetings and calendar integration. So with that, I'm happy to open it up to questions or hand it back over to you, Jay, I appreciate you letting me take the time here.

Since I got the mic and the control, I'm going to ask the questions first, but we'll go to a panel of questions. So please submit your questions through the Q and A or the chat, and those of you on LinkedIn just post a question, and then Alyssa will get those over to us. I'm also going to cheat, because I've got the I can share the screen. So this is the example I talked about, and this is my good friend, Yesenia. And this was, there was a job that, you know, she left years ago, from 2012 and a picture that was like, from 2012 or something, and she, she had three kids, and raised the kids, and still worked in the business, and now she's a, you know, very awesome part of this business. But how did it know? Like when I said that, Yesenia was a C analyst, she's accurate, and she's down here in the C conscientious address their concerns. Use specific, blunt language. Don't be overly emotional. And like, you know, everybody was shocked, like, how crystal clear it was, to use the pun of crystal. So, how did it pull from, uh, you know, 2012 I guess it wasn't 15 years it was a 12 year old profile. How did you How did you know?

So, based on this profile, I will say there are some times where there's not enough information on somebody's profile and we can't draw a prediction, so we won't just throw a dart at the board and see if it sticks. So based on this information here, you can see that she was an account manager for 11 years. So that would be a heavy poll and a heavy indicator, and there's actually an article tied at the very bottom of these chrome extensions that will show the deviations of how we're able to make those predictions and some of those signals that COVID,

yeah. And also, part of the answer that you guys have explained to me is it's not just LinkedIn. You guys have tons of tools that you're pulling from. And I think that that was really the answer, because there's probably not enough data here to give the answer. And then the other thing I like to share is, like, this is my secret weapon on top of the secret weapon, because I'm not smart enough to understand disc profiles and memorize, like, what a D was and what an I was. But like, if you make it really simple for me, because I'm a D, okay, I'm a full on Eagle, like, I'm the direct, persistent, adventurous one, but, but, but I'm not going to like memorize all this stuff. So there's this great book called taking flight. It basically drills the the D, I, C, S down to birds. So the eagle is dominant, direct, decisive, and I can remember that the C is the conscientious, concise and correct, that they're compliant, they're diplomatic. You know, you definitely would have like, you know, CPAs accountants down here. And then I find actually a lot of attorneys fall in this CD, so a lot, especially the firm owners, like the people I'm talking to. So if you want a quick cheat and you just want to generalize, like, how to deal with most of the owners of personal injury law firms. You know, almost all of them are CDs. So they're dominant, because the partner who's like the business person is probably has some of these direct characteristics. And then they're attorneys, right? They got through law school. They're the wise owls. They're compliant, courteous, diplomatic, fact finders, right? And then the eyes are typically the salespeople and the S's are the doves, supportive and steady. Do you want to just comment on that? Kellen,

yeah, it's exactly like you said. It's once you get a better understanding of disc and you make it a secondary language for yourself, you start to pick out these things very easily. It's very instinctual. I think you'll find as you're going through it. Like I said, you go to restaurant and you see a waitress or a waiter, and they usually bubbly, and right from there, you're like, oh, that's an eye type. Got it? Other times you might have a D type where it's like, I need to cut back, slow down what I'm saying, trim the fat, and just get right to the point. So yeah, it's a lot of people devise strategies based, again, on those D is and sees the main four. But then it can get a little bit more complicated or granular once you get in that DC area, like you're saying, how there's a little mix of both. Yeah.

So one of the things that was new to me from Crystal knows, and I've spent a lot of time with you guys and met with three or four of your coworkers, is that first five seconds. And you said, if you know how to deal with someone in that first five seconds, what do they say? You often decide, like, you're going to hire someone or do business with someone in the first five seconds. So how do you enact that? Like, if you have the bird types or something, or the disc types, what do you do in those first five seconds?

Yeah, again, it's it's really dependent on the situation. The way I like to look at it is, like, if somebody says, Hey, we're going out to a restaurant tonight, get ready. You know, are we going to a wine bar. We go into a sports bar, Applebee's like, what do we what do we need to dress for the occasion for? So I think just being prepared. A lot of times, people drill it down from pace. So the D's and I's tend to have a higher pace, and then the S's and C's have a slower pace. So, you know, really kind of gaging that excitement when you go into a room, that's kind of the the way that I like to frame it and look at it into it, and then, similarly, being prepared for those, you know, secondary or tertiary type situations, whether it's it's a C type, I know I need to have some sort of data ready for them.

Okay, great. Well, we got some questions coming in LinkedIn and the chat and the Q and A. The first question was from Jerry, and I guess it's for Ed. Are there any case management systems that Supio does not integrate with

so today, the key ones litify, file vine, smart advocates, grow path we it's on our radar is Clio nios, case, Pacer, these are things that we're looking at as well, so we'll be adding these as we go. And somebody else asked, how easy is it to integrate? It's pretty straightforward that we've automated that process, and it's just a matter of getting specific details. Like with file vine, you did a secret and a key and and then you're up and running. And then the use case is just, you just need to identify for a case, so case ID or a number, and then, and then you see the document links, upload, yeah, great.

I always like to restate things sometimes, because it helps in learning. You know, it's like, tell them what you're going to tell them, tell them, and then tell them what you told them. But Jay had a really good explanation of net promoter score, and Carrie had a question of how you measure Net Promoter Score. But so to me, Net Promoter Score, like we recently did a customer satisfaction survey on a scale from zero to 10, and a 10 is someone who's like, absolutely in love with your firm, and they'll, they'll recommend you, and they'll go out of their way to recommend you. You know, the nines are still, like, super in love with you, and you know, if somebody else calls them for a meeting, you know, they probably won't take the meeting, but the seven and eights will probably take a meeting. So like in our case, if they get a call from another agency and they offer them a free audit. You know, they'll take that meeting. Or, you know, in Supio case, like they hear about Supio, you know, even if they're really happy with with demand product or their medical chronology product, you know, they'll probably take the meeting with Supio. Then obviously, the, you know, ones to fours are actively looking for a replacement, and the fours to six or seven are, you know, kind of in the middle, like they take a meeting and they're thinking about changing, but they haven't actively started looking for a change. So assuming Jay, that you like my description as well, how do you all measure Net Promoter Score? And then what can you do with that data? Yeah, to

give a little bit more details to it, so let's say you wanted to notify your clients about, let's say, like six, seven stages of your case updates. So you said you set up automations within case. That is, you define what kind of updates you want to send when they are when there are phase changes, and I like those, those are going to be automatic. And you can also set up when you solicit that information in terms of the rating out of zero on a range of zero to 10. So basically, after every state change the rating, if you see it going down, you know, to, like, to your point to one or two or a three or four. We call it, like up to six. Then you know, like something is not going right. And that's like when you need to get in and engage so before it's too late for them to change. So we continuously measure that information throughout the throughout the case. But in terms of the MPs specific calculation, Diana, this has been studied for a long time. The nines and 10s are going to promote you. They're having absolutely fantastic experience with you, or maybe one or two really small things, those are going to promote you, zero to six, if they if someone asks those zero to six if they like you, they're going to say, no, they're your detractors. Seven and eight, they're going to be like, um. Yes, it was okay, but, you know, I would also look at some other options. So this, again, has been studied for a long time. So basically, let's say, if you have 100 clients, the number of promoters minus the number of detractors, is your net promoter score. That's like, how much of a propulsive power that your audience is going to have to push you up versus pulling you down, is the, basically the calculation logic there. We continuously measure that number and give you, you know, that rating. So it's basically how that MPs score works. It's it has been used in a lot of industries. It's a little bit new to the legal industry, but we are leading the leading the charge on that

fantastic question for Monica, how can law firms use Crystal Knows?

That's a great question. Jay, you had alluded to it before, but Crystal's a tool for everybody. It's very interesting. I I have customers dealing from concrete distribution to law firms, so it's to schools like it's all over the board. So I'd mentioned it prior, but the first step in all of that is to take the DISC assessment yourself and you get a better understanding of yourself. And then you can start looking at your teammates and see how maybe you have a teammate that you're just not meshing with. There's kind of those and those conversations, like pulling teeth, you can start to peel back. You can start to see, what are my blind spots, what are their blind spots? And then you can work together on it. And again, a service that we offer as well is this training, so getting your entire team on, making sure everybody kind of learns the ropes of it, and, you know, making the most out of those insights that we provide. That's great

attorney, Justin lovely. I call him the AI attorney. And if you haven't listened to his webinar, you got to again, go to 10 golden rules and go to our YouTube channel. And Justin spoke at our conference last year, and it was absolutely the big hit of the conference. I thought I was a good speaker, but this guy blew everyone away, and he's actually the first one he told me about crystal knows, so he's an attorney, so he uses it every time he looks up to LinkedIn and finds out if he's what the opposing counsel is like, what's the folks at the insurance company like? Right? And he knows, like, they're super detail oriented, you know, he's going to provide him a bunch of details. You know, he's going to address the case that way, if they're a D like me, and then, you know, get to the facts. You know, he's going to get to the bottom line offer right away, because he knows that's the way that person thinks. He also uses it for hiring. So what an incredible tool for an attorney, and frankly, for all of us. All right, Jen asked, how easy is it to integrate Supio with other tools and platforms like case management and CRM software?

So we we have, like, a sort of Apps page, and you go and connect the app, there are some little details I mentioned earlier, just about so as I said, in Filevine case, you get a secret and a key, and that's just information you plug in. But after that, it's sort of like a five minute little connection, and then you're then you're away, then you can start uploading cases. The user experience is just a matter of using a client ID number depending on the practice management system. You see the case files, and you can just simply press Select All, or just choose the cases the documents you want to process.

I answered this earlier, but Michael said, Is there a place to see the video? I got here late, and absolutely, this video, and all our videos are on the 10 golden rules YouTube channel, or it's not on yet. We got to press Save, and then we got to produce it and get it up on the YouTube channel, but be up in a couple days. Here's a good question about from Mark, about adopting new technologies and using AI, but I'm going to adapt that question a little bit to answer that question and make it my own, and maybe I'll pose this to all three panelists. Kellen, you're first in my Brady box squares. What is AI like? Dumb it down to the lowest common denominator and explain like, how does AI help you all deliver simple solutions to people,

sure, and that's the question, isn't it, of the last however long AI has been available, you can nitpick that and go back 20 years, if you wanted. In my area of you know, with Crystal and everything, it's, it's, there's a lot of affirmation that has to go into it so, and I think that first step is, you know, taking your personality assessment, yourself, predicting yourself and seeing, you know, how well does that align with it? I think for anybody in any field to say, we mentioned it before, using chat GPT, you. For legal files. It's, it's a little bit unethical, you know, to just look at it and take it as it is. So obviously you have to have that human factor involved in it and, you know, affirm some things. And that's how I approach AI, whether it's for my own personal use or whether it's for the Crystal Knows aspect of it is, you know, you still have to have that understanding of this. When I go in and talk to somebody and see, oh, maybe that prediction was off a little bit, how I can adjust it based on my own knowledge. So that's how I view it.

And Jay, you want to go next? Yeah,

so what? When people ask me this question, what I say is, so when people wanted to go far away, we first created bikes and then we made cars, and then we made airplanes and we made rockets. We can't, you know, we continuously try to go far. And AI is basically the same idea with access or speed to access information. So we, you know, one of the biggest hits in the last 2025, years was was Google as a search engine, and what it really enabled is like us to be able to access find information a lot quicker. Before that, we had libraries. Now we have, you know, this AI knowledge base that allows us to find what we're looking for a lot more efficiently. So in short, AI is just a tool for us to access information a lot faster. It's big, I can say, like Google on steroids, you know, bit personalized to what you need.

And last, but certainly not least, Mr. Kirk,

I think Jay did a great job there with the sort of analogies I was talking to a conference recently. And I sort of used the analogy of the washing machine. You know, prior to the washing machine, we do the hand wash. And maybe somebody, some might argue that the hand wash does a better job, but you're definitely not going to compete with a washing machine for its speed and efficiency and consistency. And you can make the same kind of comparison in terms of some of the ways that you know we've discussed today, that AI can help in our daily life, at work, or just whether it's asking chat GPT to give its recommendations on, you know, a two day trip to Florence, it's and, as Jay said, as well, you know, it's Google on steroids. Google will give you the millions of rights results and kind of give you a rating. What chat GPT is doing is giving you the answer, like it's giving you a answer so you can get on with your day. And so it feels much more effective. I feel like we're being trained again on how to use a tool. You know, we were trained how to use Google, you know, find me a restaurant. What are the restaurants here that Italian restaurants nearby? Chatgpt has sort of taken it to a new level. We're learning how to use it in so many ways in our day to day, and in many ways we're just getting started. So it's a very exciting time,

awesome. I don't see any other questions. I don't feel like we've covered so with that, guys, I'm going to say thank you so much. And please, if you're watching this some point in 2025 Welcome to tgr live 2025 our live event. But more seriously, please, you know, give a shout out to Kellen or Jay or ed or myself on socials, and thank us if you made it this far, hopefully got some value. And, you know, I always like to, you know, go back to the future and give us a shout out on the socials. So guys, thank you so much. And everyone, have a great day, and we'll be in touch.

Thank you for listening to the 10 golden rules of internet marketing for law firms. Podcast, please send questions and comments to podcast at 10 golden rules.com that is podcast at t e n golden rules.com you.