What Routing is Really About
Many law firms talk about intake, but actually mean the inbox. Routing is something different: It is the defined logic of how an inquiry goes from entry to a decision – including status, responsibility, and follow-up.
The Problem with "Inquiries Come In"
A typical law firm: Inquiries land at reception, in various email inboxes, through the contact form, sometimes directly with attorneys. Nobody has an overview. Some inquiries get answered twice, others not at all.
The Symptoms:
- "Have we already responded to this inquiry?"
- "Who is responsible for this?"
- "This inquiry is 5 days old – has someone handled it?"
The Cause: No defined routing system.
The 7-Stage Status Model
Every inquiry goes through defined phases. Here is a model that works in practice:
Status Definitions
| Status | Meaning | Owner | Max Duration | Next Step |
|---|---|---|---|---|
| 1. New | Inquiry received, not yet reviewed | Intake team | 4h | Review + categorize |
| 2. Qualification | Initial review, questions possible | Intake team | 24h | Qualify or follow up |
| 3. Questions Open | Waiting for info from prospect | Intake team | 72h | Follow-up or archive |
| 4. Routing | Handed to responsible attorney/team | Intake team | 4h | Document handoff |
| 5. Meeting Scheduled | Initial meeting arranged | Attorney | 5 days | Conduct meeting |
| 6. Accepted | Retainer taken | Attorney | - | Start onboarding |
| 7. Rejected/Archive | No retainer (with reason) | Intake team | - | Document |
Why Every Status Needs an Owner
Without an owner: "I thought you were handling this."
Rule: At any point in time, exactly one person is responsible. Responsibility transfers explicitly at status change.
Follow-up Templates (Copy/Paste)
After 24 Hours (no response to first reply)
Subject: Re: Your inquiry about [topic]
Dear [Name],
Thank you for your inquiry. To advise you optimally,
I need the following information:
- [Specific question 1]
- [Specific question 2]
Is there a deadline we should be aware of?
Best regards
[Name]
After 48 Hours (still no response)
Subject: Quick reminder: Your inquiry from [date]
Dear [Name],
I am following up regarding your inquiry from [date]
about [topic].
Do you still need assistance? If so, please get in touch
– I am available at [phone].
Best regards
[Name]
After 5 Days (final reminder)
Subject: Archiving your inquiry
Dear [Name],
As we have not received a response to your inquiry from
[date], we are archiving it.
Should you need assistance in the future, we remain
at your disposal.
Best regards
[Name]
Defining Routing Rules
Not every inquiry goes to everyone. Clear routing rules save time.
Example: Routing Matrix
| Category | Route To | Criteria |
|---|---|---|
| Employment (Employee) | Team EE | Dismissal, severance, references |
| Employment (Employer) | Team ER | Restructuring, contracts |
| Family Law | Team FAM | Divorce, maintenance, custody |
| Corporate | Team CORP | Formation, disputes, M&A |
| Other | Intake Lead | Unclear, initial consultation |
Routing Decision Tree
1. Practice area identifiable?
Yes → Continue to 2
No → Follow up with prospect
2. Urgency?
High (deadline <7 days) → Immediate routing + alert
Normal → Standard routing
3. Complexity identifiable?
High → Senior attorney
Standard → Team pool
KPIs for Intake Routing
| KPI | Target | Warning Sign | Measurement |
|---|---|---|---|
| Median Response Time | <4h | >12h | Time from receipt to first response |
| Time to Decision | <72h | >5 days | Time from receipt to accept/reject |
| Routing Accuracy | >90% | <80% | Share of correctly routed inquiries |
| Follow-up Rate | >95% | <85% | Inquiries with at least 1 follow-up |
| Archive Without Response | <20% | >35% | Inquiries ending without client |
Automation: What Pays Off Immediately
Immediately Automatable:
- Receipt confirmation (within 1 minute)
- Status updates to prospect
- Follow-up reminders to intake team
- Escalation when SLA exceeded
Partially Automatable:
- Categorization by keywords
- Routing suggestion (but human approval)
Remains Manual:
- Quality review of inquiry
- Final routing decision on edge cases
- Initial meeting preparation
Checklist for Routing System
| # | Check Point | Status |
|---|---|---|
| 1 | All intake channels captured | ☐ |
| 2 | Status model defined (7 stages) | ☐ |
| 3 | Owner assigned per status | ☐ |
| 4 | SLAs defined per status | ☐ |
| 5 | Routing rules documented | ☐ |
| 6 | Follow-up templates created | ☐ |
| 7 | KPIs defined and measurable | ☐ |
Next Step
Briefly describe how inquiries come in today, who responds, and what your goal is. We will suggest a concrete next step.