In an increasingly technological world, how can law firms use technology to facilitate human interaction? Many firms are experiencing national and international growth, but are uncertain how to manage a firm spanning hundreds or thousands of miles and sometimes even time zones. Some would argue that the use of technology in a more “human” manner is necessary to keep modern firms connected and unified.

Certainly, companies like Google and Facebook have led the charge in creating workplaces that are both synergistic and technologically sophisticated—even going so far as to implement open office plans without assigned offices. While this particular type of design plan is not feasible for many law firms, having a technologically robust collaborative space is valuable in both fostering a positive work environment and managing a growing firm.

Lippes Mathias Wexler Friedman has experienced the type of growth that raises some strategic and management challenges. Just five years ago, our firm had one office with 49 attorneys; today, we have seven offices across the United States and Canada, and almost 110 attorneys, policy advisors, and consultants. One of the greatest challenges faced by any firm experiencing this type of growth is maintaining a close-knit, positive work culture focused on collegiality and inclusion—which requires an intentional and considered focus on building human connections. To that end, our firm recently built a large collaboration space with different seating configurations that can accommodate between 60-100 people. The room is equipped with two 90-inch monitors, two robotic cameras allowing for both audience and presenter views, technology systems to allow multi-user video conferencing and the transmittal and coordination of all desktop applications in real time, specialized lighting and room darkening features, as well as a state-of-the-art audio and microphone system. This collaboration room also contains a full kitchen and bar area that is used when the firm hosts clients, CLE programs or social functions.

A high-tech collaborative space of this nature provides the opportunity to communicate “face-to-face” despite the firm's growing geographical footprint. The importance of live, visual interactions should not be overlooked. Countless studies stress the importance of non-verbal communication, such as posture, hand gestures, eye contact or avoidance, etc. in human interaction. Anyone who has misinterpreted the tone of a text message or email can understand how nonverbal communication affects the context of words.

Non-verbal communication in the workplace is just as important at work as it is in one's personal life. For example, Alex Pentland, a professor at MIT, has found success predicting the outcome of salary negotiations and business plan “pitches” in the office setting based off nonverbal behaviors. His research revealed that “people have a second channel of communication that revolves not around words but around social relations. This social channel profoundly influences major decisions in our lives even though we are largely unaware of it.” Alex Pentland, “Understanding 'Honest Signals' in Business,” MIT Sloan Management Review (Fall 2008).

Researchers have also found that when physical presence is impossible, audio visual technology can be a valuable alternative. See generally Jon Denstadli, et al., ”Videoconferencing as a Mode of Communication: A Comparative Study of the Use of Videoconferencing and Face-to-Face Meetings,” Journal of Business and Technical Communication p. 65-91 (2012); G. Bradley Bennet, Richard C. Hatfield, “Staff Auditors' Proclivity for Computer Mediated Communication with Clients and its Effect on Skeptical Behavior” (January 2016) (noting that, “[o]ur findings suggest that communication mediums with reduced channels (e.g., no audio or visual channels), such as CMC, are less appropriate for complex and unique problem solving tasks.”). Telephone calls, emails, and letters are often insufficient to fully discuss a complex matter. While nothing fully compares to in-person interaction, using video conferencing technology provides a much more holistic communication experience for everyone involved than traditional methods of communication.

Law firms can utilize collaborative space and technology to foster firm culture and the exchange of ideas. For example, at Lippes Mathias, our trusts and estates group spans three offices—Albany, Buffalo and Jacksonville, Fla. As a result, the group meets regularly using video conferencing to discuss or strategize on issues of importance to their practice.

The use of technology is utilized to facilitate our quarterly partner and associate meetings which involve colleagues in various geographic locations. Video conferencing allows each office, or even those working at home or on the road, to fully participate in discussions, collaborate about firm policy and procedures or discuss the state of the firm. This “face-to-face” interaction can provide a window into the expectations and realities different offices may encounter and allows all participants to feel fully vested in the meeting.

Not only is the technology used for day-to-day management and legal work, it also advances collegiality and community involvement. For example, the firm's Women's Group has used the collaborative space to strategize initiatives to increase diversity and inclusion in our community and firm. This approach allows participants throughout all of the firm's offices to have a real, valued seat at the table in advancing firm initiatives and contributing to firm success. As a result, participants often feel an increased comfort level with the group, resulting in more honest and open sharing of ideas and opinions.

Collaborative technology also fosters and enriches client relationships. Not only are law firms becoming more technologically sophisticated—so are our clients. Clients have greater expectations that their counsel be readily accessible to address legal concerns as they happen. In June 2017, a Forbes article by Mark Cohen titled “Are Law Firms becoming Obsolete?” detailed the seven ways law firms fail to address client challenges. Notably, it listed firm's “failure to deploy technology to streamline operations and provide enterprise solutions” above “poor customer service.” Essentially, it addresses a central principal of modern-day law practice: Evolve or become obsolete.

To foster both the integration of technology and foster customer service, the use of collaborative technology can be a step in the right direction. While email is sufficient to provide a quick update, sometimes it is useful to meet more meaningfully, through video conferencing, to develop a solution to a legal problem or maintain and build existing client relationships. The ability to fully discuss the strategy of a case via video conferencing and real-time document review can provide a greater sense of transparency to the client, save a client the cost of attorney travel expenses, and save the attorney his or her most precious commodity—time. In this way, law firms can function more like in-house counsel, namely by lowering costs and interacting contemporaneously to find solutions to client issues.

Another innovative use of a high-tech collaborative space is in human resources, e.g., conducting initial interviews of potential job candidates. Live interviews enable much more effective vetting of candidates than an audio interview, reduce or negate the need for travel, and allow the firm to more accurately assess whether the candidate is suited to the work and culture. On-boarding new hires in offices geographically dispersed from critical team leaders or HR representatives can also be accomplished easily and efficiently via video conferencing, online quizzes and questionnaires and training videos. By connecting a name to a face in the human resources department from the start of the employment relationship, the law firm also builds immediate trust and a connection that allows employees to more comfortably approach management with questions or concerns throughout the employment relationship. This type of communication can make a difference in fostering employee relationships remotely.

Ultimately, the most important benefit of a high-tech collaborative space is its ability to bring people together in a warm and inviting environment to share experiences, bounce ideas off one another and build relationships. At its core, the successful practice of law is based on critical thinking and innovation. Firms and their clients should embrace creative design elements and technology within their firm to make their ideas, communication and solutions more accessible and—ultimately—fundamentally human.

Kevin J. Cross is the managing partner of Lippes Mathias Wexler Friedman. Tessa R. Scott, an attorney with the firm, assisted in the preparation of this article.