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System Overview – January 2013
Microsoft xRM4Legal 2013
Legal IT Solutions for Dynamics CRM
Contents
1. Introduction
2. Industry insights
3. What law firms want
4. Different types of users
5. Partners and lawyers
6. Secretaries and practice group
admins
7. Marketing and BD
8. IT users
9. xRM for Enterprise Matter
Management
10.Conclusion
Helping law firms become more
effective business developers
What we do is help law firms and
their staff become more effective
business developers – to increase
client billings with less effort
What we believe in is that it is
no longer just enough to be good
at what you do. You must also be
good at winning new clients and
have systems in place to retain
them
We can help law firm staff to
become systematic, organized,
disciplined, innovative and
tenacious in their business
development activities
Why use us? Track record – We are
more focused on change and
education, not just systems
What are we looking for? Firms that share our beliefs and want to
create a consistent source of new clients and secure revenue streams
where they are in control and are prepared to invest to get it
The best client experiences… …begin with your people
“Our lawyers do not
follow any defined
processes”
“Our firm is too stuck
in its old ways to
realize the potential of
new ways of doing
things”
“Our software systems
are just too hard to
use”
“Our people do
not have access to the
information they need
to succeed”
“It’s hard to tap into
other practice areas
when information is
scattered across the
firm”
But your people face
challenges
every day
“There is just no spare
time available”
Close
deals faster
Discover
insights
Enhance
relationships
Attract more
prospects
Keep
clients
Improve
service
That’s the power of Microsoft Dynamics xRM4Legal 2013
By giving your people the right systems…
… you can generate new, sustainable income
xRM4Legal 2013, powered by Microsoft Dynamics CRM – more than just marketing and BD
System Overview
What law firms want
• For law firms they typically want three things:
1. Data quality
2. List management
3. Relationship intelligence (Who Knows Who)
• Marketing List functionality is particularly important as the “center piece” of law firm marketing activity – the sending of newsletters and other publications and invitations for events (seminars, golf days, VIP lunches and dinners)
• Over and above that there are many (potentially hundreds) of additional “functional requirements”
Four distinct groups of user
• The first thing to understand about legal CRM is that there are four distinct groups of users, all with different roles and requirements:
1. Partners and lawyers
2. Secretaries and practice group administrators (the “support staff”)
3. Marketing and business development (BD) and,
4. Information technology (IT)
Traditional legal CRM
• For a long time in professional firms, CRM system management has been relegated to the marketing department. CRM is “just for marketing” is often the feedback. What this has meant is the rest of the firm really does not understand what CRM is or the benefits that it offers. It also means that marketing is often left to do the “heavy lifting” of managing client contact and other records, assigning people to marketing lists etc – often without understanding who these people actually are. With many firms having thousands, even tens of thousands of contact records the data becomes out of date and stale very quickly. Attempts by the marketing department to keep the information current means that they regularly pester the professional staff for updates to marketing lists in an effort to update the CRM system. The result has been that CRM quickly becomes a dirty word
Partners and lawyers
Partners and lawyers
• Partners and lawyers rarely add contacts and opportunities themselves, often asking their secretaries to do it for them
• They do need, however, quick access to information (minimal mouse clicks)
• A customized navigation “Shortcuts” menu lists items relevant to their job role
Secretaries and
practice group admins
If you know how to use Outlook, you can use CRM
• Working with partners and lawyers, secretaries are closest to law firm clients
• Entering Outlook contacts and clicking Track in CRM updates CRM across the firm to help ensure the best quality data
• Card scan devices make entry quick and easy. Synchronization between Outlook and CRM ensures that change in one is automatically reflected in the other
Marketing and
business development
(BD) users
Client / contact segmentation
• Marketing and BD users take the “base” contact records entered by secretaries and add extra details such as organization classifications, practice areas, business information etc
• All this is very important for client and contact segmentation
• Integration with social web connectors supports automatic updates
Contact marketing & communications
• For individual contact records, marketing/BD will classify, add personal information and Marcomms (professional interests, publications and memberships)
• Workflow rules ensure that marketing/BD are notified each time a new contact record is entered by secretaries, ready for review and update
Connections
• Workflow is used to create and update Connections that display relationships that clients have with other clients, contacts and lawyers within the firm
Marketing lists
• Professional interests will often determine what events the contact is invited to
• Publications will define what newsletters they will receive
• These settings will be used to update Marketing Lists whether static or dynamic
Marketing events
• Marketing/BD users will schedule and maintain events
• Event details will include the format, catering arrangements, room setup, staffing and financial analysis
Planning activities
• Planning activities will reflect the checklist of tasks to be performed as part of holding the event
Event responses
• Event responses will be used to update client contact records, create name badges and record special dietary requirements
Opportunity management
• From the seminars, golf days and VIP events, marketing/BD will use opportunity records to track deal flow
• This includes who might have referred the prospective client, forecast billings/fees and selection criteria/processes
Deal information
• Deal information will also be recorded for lodgement with league tables/directories
Information
Technology (IT) users
System administration
• Important to IT users is easy user maintenance and integration with Active Directory/HR databases, understanding of data management /duplicate detection, workflow and system jobs that run in background
• We have experience with integrating major law firm practice and document management systems eg. Thomson Elite, Aderant Expert, iManage etc
Matter inceptions
• To assist PMS integration, we have custom entities called Matter Inception and Matters
• The Matter Inception record manages the ”handover” from marketing/BD to finance and the professional staff. It records the base client and matter details together with rates and other information leading to formal engagement letter and client instructions
Matters
• The Matter record displays the information typically synchronized with PMS. These include client and matter details, dates, status, professional staff working on the matter and financial details. Information will be used by Marketing/BD to create case studies, update partner profiles and firm specializations. Client, matter and value confidentiality will define how much information can be publicized
“x”RM – extended
Relationship
Management
Enterprise matter management
• Diving into the inner workings of a law firm, xRM4Legal IP Management for Microsoft Dynamics CRM is an example of how the platform can be used for managing individual practice areas. To date, we have experience with Intellectual Property/Trademark Management, Self Managed Superannuation Funds and Mortgage Default Management
IP/Trademark management
• Checklists and key dates can be maintained with summary information, billing details and detailed matter records
• Filing records track dates, advertising and renewal
• Disputes record type, applicant, plaintiff and related status
In summary, achieve new levels of BD
productivity through better targeting, activity,
communication and opportunity management
Help all staff increase productivity
Close more deals
Improve client satisfaction
Deliver innovation
Drive firm excellence
Reduce costs
For more information email:
