It often begins with a partner reviewing a monthly report.
Their eyes go straight to one number: billable hours. Associates know the drill—hit the target or risk being labeled “not committed.” And yet, the real work that builds stronger firms—mentoring juniors, building inclusive teams, even deepening client trust—rarely shows up in that single figure.
At Survey Research Associates (SRA), we’ve seen how this narrow focus distorts culture, discourages growth, and leaves clients underwhelmed. That’s why we help firms ask a different question: what should we measure if we want better lawyers, stronger culture, and loyal clients?
Because if you only track hours, you’ll get hours. But if you measure collaboration, growth, and client trust—you’ll build a healthier firm for the future.
Why Billable Hours Don’t Tell the Whole Story
Normally, billable hours look like an easy way to compare performance. But they miss the bigger picture. Hours don’t reveal:
- Quality of outcomes—a lawyer can bill thousands of hours but still leave clients frustrated.
- Growth of talent—junior attorneys may be busy, but are they developing skills for leadership?
- Strength of culture—the lawyers who mentor others or support DEI rarely get credit when only hours count.
And you know what? Clients are asking for more. They want advisors who understand their business, anticipate risks, and bring solutions—not just a high tally of time.
What to Measure Instead
Besides tracking hours, firms that want to lead in today’s market are turning to new KPIs that show value more clearly:
- Client Satisfaction Scores
- Because when clients tell you whether they felt supported, understood, and guided, you know if your work hit the mark.
- Associate Engagement Metrics
- Naturally, engaged associates perform better and stay longer. Pulse surveys and upward reviews give leaders early signals before talent walks out.
- Quality of Work Feedback
- And feedback from partners, peers, and clients reflects impact—not just activity.
- Professional Development Progress
- Tracking skill-building and training shows if associates are moving forward in their careers.
- Collaboration & Mentorship
- Besides billing, lawyers who coach colleagues or share knowledge strengthen the entire firm. That deserves recognition.
How Firms Can Start
That’s why we suggest firms pilot just one or two new KPIs alongside hours. For example, start with client satisfaction surveys and associate engagement checks. Share why they matter, and weave them into performance reviews.
At SRA, we build feedback systems that make these benefits visible. Upward reviews, culture diagnostics, and engagement surveys give leaders the insights they need to adjust early—not after talent leaves or clients complain.
The Payoff
By the way, when firms expand their KPIs, they don’t just gather more numbers—they change behaviors. Associates feel valued for developing others. Clients feel understood beyond transactions. Leaders see the levers that truly drive long-term performance.
Of course, no one is saying hours disappear tomorrow. But blending hours with broader metrics tells a more honest story of what success really looks like.
Final Thought
And here’s the truth: what you measure shapes what your people strive for. If you measure only hours, you’ll get hours. If you measure growth, collaboration, and client trust—you’ll get a firm that thrives.
At SRA, we believe the future belongs to firms that redefine success through smarter KPIs. We’ve helped firms build systems that capture culture and client value, not just revenue.
Ready to move your firm beyond billable hours? Let’s talk about building KPIs that drive growth, retain talent, and deliver client trust.
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