In an ultra-competitive market, client service delivery is a decisive factor for buyers of legal services in choosing which leading law firm and lawyers to instruct.
For the asialaw Profiles 2021 edition client survey, Pramudya A. Oktavinanda, PhD at UMBRA – Strategic Legal Solutions received consistent positive feedback for delivering high-quality service in Corporate and M&A.
Mr. Oktavinanda shares the firm's success at delivering client service excellence with asialaw.
How does your firm add value to your clients?
We do this through our three core principles of services: we master the game, we speak your language, and we get things done. This means that clients should feel assured that they will receive: (i) the best quality of service from lawyers that know precisely what they are doing (in both legal and technical matters), (ii) tailored advice that is drafted in a language that can be easily understood by non-lawyers, and (iii) innovative and pragmatic solutions that will help them to complete their proposed deals regardless of the potential challenges.
What is the key to maintaining long term client relationships?
First class service, being contactable, fast turn-around, and personal touch. Obviously, no long-term relationship can be built by providing a mediocre and unsatisfying client experience. We charge a premium of our service, the least thing that we could do is to ensure that clients get what they expect, and they expect the best.
Being contactable and fast turn-around are interrelated. In this age of hyper-connectivity, clients want to be able to contact us at all times, and with working-from-home being the new normal given the COVID-19 pandemic, this need is doubled. Thanks to our huge investment in technology, meeting such demand is not a problem for us.
Finally, giving a personal touch to each client matters a lot. This is something that can only be done through years of working together, we pay attention to how our clients view their legal problems, how their management and bureaucracy works, their corporate culture, their billing system, and many more. We want them to feel that whenever they work with us, they work with someone who is already familiar with the nitty gritty of their company. This smooths the working process and gives a sense of business continuity between us and our clients.
What internal training services do you provide to your lawyers to ensure they maintain high standards?
From day one, each of our lawyers must follow an induction training program to familiarize themselves with our working system, culture, and technology. We also provide regular training programs for our lawyers dealing with technical legal matters, soft skills, and business development to ensure that they can embrace a fast pace and result oriented working environment through work-life integration.
What do you think differentiates your firm’s services from your peers?
This is specifically discussed in our website: https://umbra.law/why-umbra-is-different/. In short, we are a synergy of passion, excellence, and tenacity. All our lawyers are young, all the partners are still in their thirties, and we are burning with passion for building a first-class legal institution (that is why there are no names on the door). We know what we want and will work extra hard to achieve our goals.
Has your firm implemented technology to meet your clients needs? If so, what did you introduce?
Absolutely. We have already used a document management system that allows our lawyers to work securely and in real time, wherever and whenever. This incredibly helps us in maintaining the same quality of service to our clients despite the social distancing and work-from-home policy implementation.
We also use proper and reliable video conferencing system that allows us to be able to meet our clients and counterparts in multiple sessions (in fact we think now we have more meetings in a day due to the increased efficiency as we do not have to spend any travelling time).
How do you ensure you stay relevant to your clients?
First by maintaining all the above commitments and technology support. Second, and this is a reiteration of our commitment of getting things done, to always be innovative, pragmatic and solutions oriented. We like when our clients come to us and say, “UMBRA is committed to always getting things done, right? So how should we do this legally?” This means that our clients know very well the extent of our commitment and they come to us whenever they feel they are facing an insurmountable challenge in closing their deals or a make-or-break situation. While they are maybe panicking, we want them to feel assured because by the end of the day, this is just another Tuesday for us. We go through these kinds of issues daily. This is our specialty and we think this is something that cannot be easily replicated by our competitors.
Are there any changes you are considering implementing in the near future to better serve your clients?
It is in our blood to always be innovative and that means we always think on how to improve our service for our clients. We are thinking of creating a better feedback system for our clients each time we close a deal for them. There is always something new to learn from each deal and with solid database, we believe that we can create an even better client service experience for all our clients.
How do you manage the costs and budgets of your clients?
In most cases, we charge fix fees to our clients on a project basis. We want them to feel that as their lawyers, we align our incentives with them. Their success is also our success and we do not want them to wake up at night thinking of the massive hours that they will have to pay once the deal is closed. The era of throwing all the fees risk to clients is over. And trust us, this system also allows lawyers to work better. No inefficient and long hours meetings or clients getting angry seeing junior lawyers charging them for basic research in their time sheet.
Our fees are transparent and, in most cases,, given our experience in handling similar deals, we are able to set proper assumptions as the basis of our fixed fees which we think is fair for the services rendered for our clients. Even when the assumptions are breached, we often sit together with them and inform them before hand before we move with the usual hourly system.
What different payment models or schemes do you offer (eg. Hourly basis, project basis, etc.).
Please see above.
How does your firm allocate staffing resources for your client’s work in terms of seniority and/or budget to meet the client’s needs?”
In UMBRA, our partners are working partners. We do not have senior partners that just sit in the office and do nothing. As such, in terms of allocation of resources, our clients are happy with the fact that they will see our senior partners often taking care of their work directly and maintaining close communication with the client. This is part of our personal touch approach.
Where does your firm or lawyers demonstrate leadership thinking or insight pieces to show its on top of legal and business updates?
We have our own client newsletters that we share to our clients whenever we think that there are important legal updates to be shared. And so far, this has become an effective medium of communication with our clients. We also provide multiple seminars (and now webinars) to our clients in various hot topics from time to time and most of our seminars are free for our existing clients.
How does a firm handle conflicts (like work conflicts, between clients)?
We follow the ethical standards applicable in Indonesia. We take this conflict issue seriously because there is obvious legal liability for breaching rules on conflict, but more importantly, this is a reputational matter and without good reputation, there could be no long-lasting institution. In practice, every time we see a potential legal conflict, we will ask our affected client(s) and discuss whether exemptions can be given. Sometimes, the conflict would be extremely clear, and in such case, we will reject the case immediately.
Pramudya A. Oktavinanda, PhD
+62 21 5082 0900
Pramudya Oktavinanda (Pram) is the Managing Partner of UMBRA – Strategic Legal Solutions and the go-to lawyer for any challenging and state-of-the-arts transactions that require systematic combination of immense legal skills, business acumen, pragmatic attitude, and imaginative thinking.
During his 16-year career, Pram has represented major governmental, local and international clients in some of the largest and most sophisticated national and cross border transactions consisting of mergers & acquisitions of public and private corporations, corporate, debt & pre-IPO restructuring, financial engineering, Islamic financing, public offerings of equity and debt securities (covering local and international offerings under Rule 144A/Reg S of the US Securities Act of 1933), private placements, and EPC & O&M contracts drafting and negotiation. His experience includes more than 200 deals with a combined value of at least US$20 billion.
In addition to being academically trained in the art of Law & Economics and Islamic Law as a Doctor of Jurisprudence from the University of Chicago Law School, Pram is well versed in various intricate industries such as telecommunication, broadcasting, digital technology, data & analytics service, power, energy, infrastructure, and state-owned enterprises.
After UMBRA’s establishment in November 2017, Pram was immediately acknowledged by numerous prominent international legal directories for his skills and leadership in Indonesian legal market. He is one of the youngest Indonesian lawyers to be consecutively recognized in the Asian Business Law Journal 2018’s, 2019’s, and 2020’s Top 100 Indonesian Lawyers, is consecutively nominated as the youngest ever “Deal Maker of the Year” by Asian Legal Business in its 2018, 2019 and 2020 Indonesian Law Firms Award, and is recognized as a “Highly Regarded – Leading Lawyer” for M&A and Capital Market Transactions in IFLR 2019, IFLR 2020, and IFLR 30th Year Anniversary Edition, and “Distinguished Practitioner” for M&A and Capital Market in Asia Law 2020 and 2021. Earlier in his career, he was also listed as one of the youngest “Notable Lawyer” in the 2014 edition of Legal 500, with clients praising him as “proven to be capable and helpful”.
Corporate, Projects & Securities
Sub-Practice & Industry
Public and Private M&A, Equity & Debt Capital Market, Restructuring, Telecommunication, Media & Technology (TMT), Private Equity, Corporate Governance, State- Owned Enterprises, Power, Energy & Infrastructure, Islamic Finance
Indonesian & English
UMBRA – Strategic Legal Solutions's rankings and leading lawyer list can be viewed here.