Personal Injury Mastermind - Episode 293 Summary Host: Chris Dreyer | Guest: James Helm, TopDog Law | Release Date: November 28, 2024

Introduction to TopDog Law's Data-Driven Intake System

In Episode 293 of Personal Injury Mastermind, host Chris Dreyer engages in an insightful conversation with James Helm of TopDog Law. The discussion centers around optimizing intake processes through data-driven strategies, leveraging technology, and enhancing call center efficiency to boost conversion rates.

Transitioning from Third-Party Call Centers to In-House Intake

James Helm outlines TopDog Law’s strategic shift from using third-party call centers to establishing an in-house intake team. This transition was driven primarily by the need to improve lead quality and conversion rates, despite the higher initial costs and operational challenges.

“The basic idea was, okay, we're spending, you know, tens of millions of dollars advertising to get these leads. If we can convert just 5% or 10% more of these leads through a better intake process, that's going to make us millions of dollars.” [00:01:06]

Key Points:

• Quality Over Cost: Moving in-house prioritized lead quality, essential for high-stakes legal cases.
• Scalability: An in-house team offers greater scalability and control over the intake process.

Structuring the Intake Team

Helm provides a detailed breakdown of TopDog Law’s organizational structure, emphasizing a hierarchical model to manage 32 intake specialists efficiently.

“We have 32 intake specialists... we try to keep seven to 10 agents under one manager.” [00:02:16]

Team Structure:

• Intake Specialists: Frontline agents handling client calls.
• Managers: Supervise groups of agents to ensure performance and adherence to KPIs.
• Operations Team: Focused on training, quality assurance, and scheduling to maintain call center standards.

Comprehensive Training: TopDog University

TopDog Law’s training program, dubbed "TopDog University," is pivotal in ensuring agent effectiveness and retention. Helm emphasizes the importance of rigorous training to filter out less suitable candidates and maintain high performance.

“We're going to put them through the four to six week training program, get them on the phones, and our historical data suggests about five to six of them end up sticking.” [00:05:09]

Training Highlights:

• Duration: 4-6 weeks intensive training sessions.
• Focus Areas: Technical skills, empathy, communication, and understanding legal nuances.
• Outcome: High retention of trained agents, reducing turnover costs.

Addressing Agent Turnover and Performance Metrics

Helm discusses the challenges of high agent turnover common in call centers and the metrics TopDog Law employs to manage and mitigate this issue.

“Agent turnover across every industry, call center agent turnover is something like 30%. And the cost to replace a call center agent is like $20,000.” [00:05:09]

Turnover Factors:

• Performance Metrics: KPIs such as missed calls and signed cases.
• Technical Issues: Ensuring reliable internet connections to minimize missed calls.
• Empathy and Communication: Quality assurance reviews assess agents' interactions with clients.

Leveraging Artificial Intelligence for Quality Control

A significant portion of the episode delves into how TopDog Law utilizes AI tools like Amazon Contact Lens to enhance call center quality control, particularly focusing on critical cases that disproportionately affect revenue.

“James walks us through how artificial intelligence is transforming intake quality control... shows how AI can enhance rather than replace human expertise.” [00:08:50]

AI Integration:

• Call Monitoring: AI flags calls based on tone, hostility, and error rates.
• Catastrophic Calls: Special attention to high-revenue cases, ensuring top-tier handling.
• Operational Efficiency: Automates routine decision-making to reduce human error and improve response times.

Optimizing Web Form Conversion Through Outbound Dialing

Helm reveals a game-changing operational tweak that elevated TopDog Law’s web form conversion rate from 25% to 29% by implementing immediate outbound dialing upon form submission.

“We moved from 25% to 29% conversion rate. Just by building that outbound dialing piece of software and then live transferring the clients to the partner firm...” [00:16:02]

Strategy Implementation:

• Immediate Response: Outbound dialing ensures quick contact, increasing the likelihood of conversion.
• Technological Collaboration: Development of proprietary software to automate and streamline the dialing process.
• Significant Impact: A 4% increase in conversion rates translates to substantial revenue gains given the high volume of leads.

Solving Scheduling vs. Staffing Challenges

A candid discussion highlights a significant oversight in staffing, where TopDog Law initially misinterpreted overflow calls as a staffing issue, leading to overstaffing. The solution lay in refining scheduling practices through data-driven scheduling software.

“We went and we hired like 15 to 20 people to fix these like staffing deficiencies. And then what we realized was, oh no, we actually now are way overstaffed...” [00:22:18]

Solution Highlights:

• Occupancy Rates: Monitoring agents’ active call time versus availability to determine true staffing needs.
• Scheduling Software: Utilizing algorithms to predict and allocate the right number of agents per time slot.
• Dedicated Scheduling Roles: Employing workforce specialists to manage and optimize agent schedules effectively.

Strategic Technology Investments: Salesforce vs. Off-the-Shelf Solutions

Helm provides an honest assessment of the complexities involved in integrating robust CRM systems like Salesforce versus opting for out-of-the-box solutions such as Filevine. The discussion underscores the importance of being prepared for substantial investment and customization when choosing advanced systems.

“You have to be going into a Salesforce or Litify build out with your eyes wide open... it's super important because the only thing that goes into Filevine is your actual cases.” [00:30:20]

Technology Considerations:

• Customization vs. Convenience: Salesforce offers extensive customization at a higher cost, whereas Filevine provides a more straightforward, less customizable solution.
• Data Integration: Ensuring seamless data flow between intake systems and case management software to avoid redundant data entry and enhance efficiency.
• Future-Proofing: Investing in scalable and adaptable technology to accommodate future needs and integrations.

Future of AI in Call Centers and Intake Processes

Looking ahead, Helm speculates on the near future of AI advancements in call centers, predicting the rise of autonomous AI agents and enhanced automation in data entry during calls.

“How far are we from, you know, autonomous AI agents? I'm not sure, maybe two or three years...” [00:33:16]

Future Predictions:

• Autonomous AI Agents: AI capable of handling a wider range of intake tasks with minimal human intervention.
• Enhanced Automation: Tools that automatically fill in pick lists and data forms based on live conversations, allowing agents to focus solely on client interactions.
• Hybrid Systems: Combining human expertise with AI-driven insights to maintain high service quality while increasing efficiency.

Partnering with Specialized Law Firms

Helm emphasizes the importance of collaborating with law firms that have specialized expertise in specific case types, enhancing the quality of intake and conversion rates.

“I love firms that really say like, this is our niche and we're badasses in this one specific case type.” [00:33:45]

Partnership Focus:

• Specialization: Targeting firms excelling in niche areas like medical malpractice, workers' compensation, or Social Security cases.
• API Integrations: Ensuring data seamlessly flows between TopDog Law’s systems and partner firms’ CRM platforms to streamline operations and improve client experience.
• Ongoing Collaboration: Continually seeking and vetting new partners to expand and refine intake capabilities across various legal specialties.

Conclusion and Takeaways

The episode wraps up with Helm’s candid reflections on their operational journey, underscoring the critical role of data-driven decisions, technological integration, and strategic team management in optimizing call center performance and lead conversion rates.

“Most law firms don't have the tech stack that actually informs the management of their call center KPIs... they just kind of like, oh yeah, we're great at intake, we sign all the cases we want.” [00:27:51]

Key Takeaways:

• Data-Driven Management: Utilize KPIs and advanced technology to monitor and enhance call center performance.
• Investment in Technology: Carefully assess the costs and benefits of customizable CRM systems versus out-of-the-box solutions.
• Continuous Improvement: Regularly evaluate and adjust operational strategies based on performance data and emerging technologies.

Notable Quotes:

• “Stop guessing and learn from one of the fastest growing intake teams.” – Chris Dreyer [00:00:17]
• “We moved from 25% to 29% conversion rate... moves the needle a ton.” – James Helm [00:16:02]
• “I think that it's going to take a year, but I'm going to come out of it with a customizable system...” – James Helm [00:30:20]

Final Thoughts:

Episode 293 of Personal Injury Mastermind offers invaluable insights into building and optimizing a high-performing intake team through strategic use of data, technology, and meticulous operational management. James Helm’s experiences with TopDog Law serve as a roadmap for personal injury firms aspiring to enhance their lead conversion processes and achieve sustained growth.

For more information on James Helm and the resources discussed, visit TopDog Law. Don’t forget to grab a copy of Chris Dreyer’s book, Personal Injury Lawyer Marketing: From Good to Go, available on Amazon.