Content first appeared in O Estado de S. Paulo on December 13, 2022. Find the complete article at this link.
A study by FGV on the regulation of lawyers in São Paulo indicates that changes in the market, driven by competition, customer relations, and the widespread use of digital technology, are leading to the creation of new job opportunities and the redefinition of existing roles.
Olívia Pasqualeto, a teacher at the institution and member of the research group at the Center for Teaching and Research in Innovation, emphasizes the importance of being knowledgeable in using the internet, even for traditional advocacy.
Thomson Reuters has created Legal One to help offices scan documents efficiently and boost productivity in legal tasks. The Hasson Advogados office implemented this tool in late 2018, leading to a significant decrease in procedural errors by as much as 95%.
The outcome was made possible by integrating the resource into court systems, thereby avoiding missed deadlines and automating processes that are prone to errors if done manually. As a result, time and effort were saved by streamlining document verification and forwarding tasks.
The tool has helped in minimizing rework and inefficiencies, allowing employees to focus on more strategic responsibilities like developing proposals and pursuing clients, according to Rosine Hasson Marques, a partner at the office. The need for the tool emerged due to the company’s expansion and shifts in the market.
Hasson Advogados has introduced two additional departments focused on ensuring the longevity of the company. One of these areas is legal management, which integrates aspects such as administration, finance, and personnel, along with conducting customer satisfaction surveys and market research. The other area involves the production of analytical reports by the controller to highlight benefits, shortcomings, and strategies to clients.
Marcelo Doubek, executive director of KLA Advogados, believes that lawyers should be willing and well-informed to analyze data and integrate with other professions, as they are the ones who truly understand the business. Younger lawyers are already embracing this approach.
Rosine agreed to pursue that direction. With a background in law and an MBA in management, as well as a PhD in administration, she oversees the office’s legal and operational aspects. Stressing the importance of interdisciplinary approaches, she emphasizes that effective leadership is crucial, emphasizing the need for autonomy and a deep understanding of business implications.
Evolutionary situation
Fernando Meira, managing partner at Pinheiro Neto Advogados, believes that these developments are more incremental than revolutionary. He notes that discussions on this topic have been ongoing for years, but the expected transformations have not materialized as quickly as anticipated.
New opportunities and skills emerge due to economic, social, cultural, and technological shifts. For instance, environmental law has become more prominent recently, leading to a growing demand for expertise in compliance and research in databases.
New technologies like artificial intelligence, keyword searches, and document standardization have been experimented with in response to this need. These tools aim to assist rather than replace the role of lawyers.
Pinheiro Neto Advogados has departments dedicated to business intelligence, marketing, strategy, communication, human resources, recruitment, institutional matters, client strategy, information technology, and innovation.
An external consultant was brought in to provide specific insights into digital transformation within the industry. The consultant conducted research in Brazil and overseas, examining the current use of digital tools, their practicality, and their potential applications to enhance customer relationships.
The company hired a graphic design professional to enhance data visualization for customers, aiming to save time and improve communication during meetings and transactions.
Digital tools handle routine tasks, allowing professionals to focus on unique skills like active listening, customer relationships, problem-solving creativity, and human interaction, enhancing work quality.
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