Recap from the ALA National Conference & Expo | May 2025 | Nashville, TN

At the ALA National Conference in Nashville, a timely panel brought together operational leaders to explore the evolving expectations of law firm clients. The session, titled “Evolving Client Expectations,” featured senior executives from Am Law 20 and Am Law 100 firms, alongside John Garippa, Vice President of Business Development and Client Success at Epiq. Together, they tackled the industry’s most pressing client demands, from pricing pressure and reporting transparency to the practical use of AI in legal operations.

Voice of the Customer: From Listening to Partnership

The session opened with panelists discussing how firms are tuning into the voice of the customer. The Am Law 20 executive noted, “We’re no longer just legal providers, we’re strategic partners. Clients want to know we understand their industry and that we’re investing in proactive, tailored solutions.”

Echoing this, an Am Law 100 C-suite leader added, “The real challenge is operational alignment, which translates to what clients want into actual workflows, resource models, and systems. That’s where the disconnect often lies.”

Garippa emphasized that voice-of-the-client data is “transformational when it's actually applied,” encouraging firms to close the loop between client feedback and process innovation. He also noted how Epiq is helping firms create structured programs to capture, analyze, and act on client sentiment.

OCGs and Billing Pressures: A Shifting Landscape

The conversation turned to Outside Counsel Guidelines (OCGs), with one panelist joking, “Managing OCGs is like playing a different game with every client, and the rules keep changing.” The Am Law 100 panelist added, “It’s not just the volume, but the lack of internal consistency. Sometimes our own attorneys don’t follow our processes, which only amplifies risk.”

Panelists agreed that clients are becoming more rigid in their billing standards, with one citing a 40 percent rejection rate in a particularly complex practice group before implementing a centralized billing review powered by AI. Another Am Law 100 executive admitted their firm has started using AI tools to analyze OCGs pre-engagement—a move that “cut down admin time significantly.”

Garippa weighed in by noting that Epiq sees a surge in demand for managed billing services and support for OCG compliance. “What’s clear is that technology alone isn’t the answer,” he said. “You need governance, change management, and a scalable process behind the tool.”

Value-Based Billing & AI: Preserving Margin While Creating Client Value

As pressure mounts to move beyond the billable hour, the panel spent considerable time discussing alternative fee arrangements (AFAs). “Clients don’t want hours, they want outcomes,” said Am Law 100 panelist. “We’ve transitioned to a project-based billing model for our top 25 clients, which has actually helped us preserve margins by clearly demonstrating value upfront.”

AI was part of this billing evolution. “AI has changed how we staff and price work,” said the Am Law 20 panelist. “But there’s always a human in the loop and our associates are still key to context and judgment.” Garippa added, “AI is enabling cost reductions and efficiency gains, but firms need to think ahead about what clients will expect us to do with those savings?”

Metrics & Reporting: The Transparency Mandate

The panel wrapped with a conversation around data transparency. Clients, it seems, are no longer content with status reports. “They want dashboards, KPIs, and predictive trends,” said Am Law 100 panelist. “They want to know not just what happened, but what will happen next.”

Firms are investing in centralized data platforms to create this level of insight, with several panelists citing improved client satisfaction scores tied directly to reporting enhancements. “Clients want visibility. They want to know you’re not just on top of the work, but ahead of it,” said Garippa.
 

Four Takeaways for Legal Leaders

1. Voice of the Customer Is the New Competitive Edge: Listening is only half the battle; firms that translate feedback into action will win loyalty.
2. Move from Hourly to Outcome: Value-based billing is gaining traction and AI is helping protect margins while delivering efficiency.
3. AI Enhances, Not Replaces: Human judgment remains essential for legal expertise and client context. AI supplements, not substitutes.
4. Transparency Through Data: Real-time reporting and client-facing dashboards are now considered essential rather than optional.

As one panelist summed it up: “The clients are evolving, and so must we. If we can’t meet their expectations with clarity, efficiency, and partnership, someone else will.”